English Folk Dance and Song Society digital transformation
User-driven digital content strategy for the folk arts champions
the challenge
The English Folk Dance and Song Society (EFDSS) asked Speak Media to provide content strategy and copywriting support for the redevelopment of their new website – one of the biggest communications projects the EFDSS team has embarked on in recent years.
More than just a visual revamp, the project involved an overhaul of digital strategy, creating a main corporate site for the EFDSS parent brand, and separate online hubs for the two sub-brands: the Vaughan Williams Memorial Library (the national folk arts archive) and Cecil Sharp House (EFDSS headquarters and a leading folk music and arts venue).
EFDSS asked us to develop the overall content strategy for the initial re-platforming stage, write onsite copy for the websites, and provide ongoing consultancy and support for the marketing team beyond launch.
what we did
As part of our project scoping, we split the assignment into two phases. Phase 1 focused on immediate re-platforming needs – beginning with a detailed content audit and a review of user needs based on audience research and stakeholder interviews. This allowed us to make recommendations about the new website structure and about key elements of 'micro-content' that would enhance user experience, while helping to achieve key organisational goals. Key deliverables at the end of phase 1 included tone of voice/editorial guidelines and content for all the main sections of the new sites.
We also delivered a half-day 'introduction to web writing' workshop for the wider EFDSS team to give staff-contributors the insights and inspiration they need to continue producing content that supports the new strategy. Phase 2 of the project focused on supporting EFDSS with the planning, creation and editing of ‘dynamic’ content on the main site(s) and also on related online and offline channels.
the outcome
Sophie Linehan, marketing and comminocations director at EFDSS was delighted with the outcome, saying: “Speak Media's expert insights on content strategy – and in particular their focus on building online content around the needs of end users – has been vital in helping us develop a more effective digital presence. I was also really impressed by the way they involved a wide range of our stakeholders in the research and development process, ensuring strong buy-in from the whole EFDSS team.”
The new EFDSS sites are now live and can be view at the links below: