Macmillan Cancer Support: content strategy

Finding simple solutions to a very complex problem.

In 2021 I was appointed the first content strategy role at Macmillan Cancer Support. As I started, I was tasked with answering two questions: 1) How can we simplify our approach to content creation in such a fragmented organisation? and 2) What makes our content ‘Macmillan content’?

Over the following years, I tried to answer those dilemmas, and in the process found many more. These are some of projects I’m most proud of:

• I developed our first ever Content Strategy, identifying content themes and setting the principles to develop content in a way that was more efficient, consistent and obsessed with our audience.

• I defined how we measure content performance, so we could make better decisions.

• I set up and led the Content Strategy team, from designing its purpose, to recruiting and implementing processes and ways of working.

• I prioritised inclusion and representation with my team establishing better standards for how to connect with communities historically underrepresented.

• I created a Content Partners programme to nurture our relationships with agencies and other creative partners.

• I lead the development of training and guidance to support internal teams and agencies.

• I navigated a complex corporate environment, managing a board of sponsorship made of all directors and collaborating with most Macmillan teams including Digital, Marketing, SEO, Brand, or Cancer Information.

Skills:

• Content and brand strategy

• Research and analysis

• Cross-functional collaboration and influencing

• Team leadership

• Development of training and guidance

• Heaps of passion and determination :)