Breast Cancer Now  – research blog strategy

Breast Cancer Now are the leading breast cancer charity in the UK – providing support for people affected by breast cancer, as well funding a significant amount of research into all forms of the disease.

One of the strengths of the organisation is that it does a huge range of things for people affected. However, coordinating content across the charity, about all the topics and services, was proving a logistical challenge – something the team were already actively addressing when we started working together. But, it wasn’t clear how the research content on the charity’s blog fitted into this picture.   

In particular, the Research Communications team were unsure what the best formats were for their blog posts, and how these blog posts complemented other research content the team were producing for other channels.  

I facilitated a blog strategy workshop which brought together staff from across the charity to review the aims and direction for research content on the charity’s blog.

During this process, we first looked for inspiration externally, to other charities that have similar blogs. We also looked internally at the ‘content landscape’ for the team – what they were tasked with producing already for other channels, and what ‘space’ in that landscape the blog might occupy.

We concluded that it was still worth writing blog posts about research, and then set about defining how that would be best done, and for whom.

After the workshop itself, I presented back a draft blog strategy which summarised the discussions we had, and invited feedback. The strategy included: the fundamentals of Why, What, How, When, and Where; a ‘mission statement’ articulating the promise for the audience; and an exploration of the reader journey and metrics to measure progress.

Feedback about the blog strategy process was positive overall. Respondents to a survey said it was a useful process to go through, and that the draft strategy would help them keep focussed with their research content.