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Category: Difrent

The strategy is content delivery.

One of the most universal truths is that if you don’t talk about what you are doing, how will people know? 

Everyone leads busy lives, we live in our own bubbles, and while we do generally try and be good humans and notice and recognise other people doing good things, it’s not always that easy to do.

That’s why I personally find things like twitter, reading Blogs and attending networking events or conferences useful, they give me a change to see what else is happening out there, who is doing what good things; they are opportunities to connect and share. 

However that is predicated on the basic foundation of having things to share. One of the things I’ve found, upon joining Difrent, is that we are not that great on sharing the great stuff we are doing. Which is a shame, as we are doing some really great stuff!

Neon sign with a heart and a zero next to it

Thankfully Rach and I are on the same page (perhaps unsurprisingly given we are both rather massive extraverts) so we’ve been having some good conversations within the SLT on what more we can do to develop better content and support our teams and people to be more confident in sharing what they are doing. 

Last week we have @RachelleMoose from Strange Digital come in and deliver a two day workshop for us on content strategy, focusing on how we could use video better to tell Difrent’s story. 

While I’ve always found the projects and culture video’s we developed at DWP Digital to be great, I’d never actually researched or seen any of the stats on why video is a good medium for sharing content from a business point of view. I knew I liked them, but I didn’t understand why there were useful! But the workshop taught me things like: videos generate 135% more traffic to a site than static content alone; and that 92% of people who watch a video on mobile devices, go on to share that video with others.

Phone showing the YouTube logo

It was especially interesting from an accessibility angle, to consider how we make sure our content as accessible to everyone, not simply in terms of sticking subtitles on all our videos, but things like understanding that audio needs to be understood and edited to ensure it doesn’t clash with anyone speaking and how different formats work etc.  For example, more than 85% of social videos are watched without sound, which helps explain why Closed Captions and Titles on videos are important.

Slide from Rachelle’s presentation on content strategy

I found the workshop a really good session to do as a Senior Leadership team, it really made us think about what messages we wanted to put out there, what we felt was the right way to tell our story and who we are as a company. 

We also did some competitor analysis to see what other content is out there; what messages resonated with us, and what didn’t; as well as discussing the formats we liked as a group etc. I got to put post it notes on a wall, which is always the sign of a good day for me.

@Rachel0404 sat in front of a wall of post it notes from one of Rachelle’s session

What I found especially beneficial, being new to the company, was asking some of our staff their thoughts on our culture and what they would like to see in the videos. Within Difrent we pride ourselves on encouraging and enabling everyone to be themselves and able to bring their whole selves to work; hearing from people how they felt Difrent embodies that was really encouraging. 

I’m really looking forward to seeing the output of the videos once they are made, and really think they will help us within Difrent work in the open better, talk about our amazing people and show the great work we are delivering.   

Sign saying ‘open’

One month in…

Last month I started with Difrent, my first job in the Private sector after 15 years in the public sector, which felt very much like a change of scenery and a new start, whilst also being a familiar continuation of what I know.

Road with graffiti saying ‘start here’

So at the end of my first month I thought it would be worth reflecting on what I’ve learnt and done so far.

First things first, still lots of meetings! In the last month I’ve been in lots of conversations and meetings about our contracts (which is one of the reasons I took this job, to get that experience, so I’m not complaining!) but what I hadn’t realised, from the public sector client side point of view, is the amount of effort and time that is put into contract bids etc. It’s been fascinating to see and experience the hustle and bustle of getting a bid together, ensuring you have the team you’ll need, getting your evidence together, to then just wait and hear whether you have got the work. It’s like constantly doing job applications!

Secondly, the people, lots of the folks at Difrent I had come across (generally on Twitter) before, so I knew of them but hadn’t had the chance to work with them. Part of my role at Difrent is to ensure that we have the agreed standards and principles for our ways of working to ensure we can deliver the right things in the right way for our clients. I’ve spent the last few weeks getting to know the people within Difrent, and the clients we are working with.

What’s been interesting for me has been the culture that comes with a company moving from start up to scale up. Within the Public Sector I’ve only ever worked in organisations that are 4.5K plus. Working somewhere with under 100 people is very different. The infrastructure and organisational governance that comes with working for a huge well established organisation isn’t necessarily there, but nor is that necessarily a bad thing!

In the old work, conversations like office locations, or what our Target Operating model should be would take months if not years; with unions consulted, multiple consultations with staff forums and people groups etc. Within Difrent it’s much easier to have conversations with all our staff, be that in TownHalls or just on our Slack channel. The conversations themselves are similar, but how we have them, who gets to be involved, and how quickly we can get things done is definitely different.

The work, so far most of the team’s I’ve been working with have been working on projects within the Public sector, so the environment for me has been very familiar. The other thing that’s familiar is the conversations we are having, about KPI’s and measures. The need to understand what we are trying to deliver and ensure that we can measure our success in delivering it, not just be ticking off story points, but ensuring we are delivering value for both our customers and their users is key.

For the next few months my focus will be on working with our clients helping them shape and deliver the vision’s they have set. Measuring the value we are adding to them, and the value the products and services we are delivering are adding value to their users. Ensuring we have the right resources for our teams based on what the needs of our clients are, and that we as an organisation are supporting our people the best way we can.

These things have always been important to me, and always been key parts of my roles. So it seems whether it’s the public sector or private sector, French Critic Alphonse Karr was right in some ways….

The more things change, the more they stay the same.

And you know what, I am glad about that. If everything were radically different I might be worried that either the public or private sector was doing it wrong. But the fact is the common problems are very similar, it’s just how we approach solving them that might be different; and having a different perspective to how you solve problems is important, as it means you’re considering all the options there are and hopefully avoiding making the same mistakes over and over.

Lots of different people holding umbrellas crossing a main road.