“The team at Formative Content just gets it! Having tried and tested a number of providers, it was a relief to find a team that is dynamic, attentive and takes the time to understand our needs. Working with Formative Content feels like an extension of our core team. They are dedicated to ensuring that we publish thought-provoking content and they provide sound strategic advice to achieve this.”
Lucy Jay-Kennedy, Communications Director, EDGE Strategy
EDGE Strategy is the commercial arm of the Swiss-based EDGE Certified Foundation which runs the leading global assessment methodology and business certification standard for organizations with gender-enlightened workplace policies. EDGE Strategy is currently working with more than 150 organizations in over 40 countries and 22 industries. EDGE stands for Economic Dividends for Gender Equality and its certification process is distinguished by its rigour and focus on business impact. As an independent, third-party certification, it provides a unique targeted approach to closing the gender gap.
EDGE Strategy approached Formative Content with a requirement to support their new Communications Director in the development of the organization’s digital reputation, profile and following. The client’s objectives were to establish a voice and appropriate tone across its existing platforms, establishing themselves as a thought-leader in their field and extending their reach over a long-term, cohesive social media campaign.
The collaboration between Formative Content and EDGE Strategy began in March 2016. Over the course of just 6 months, the followers on all three platforms (LinkedIn, Facebook and Twitter) increased by an average of 25%. The number of Twitter impressions alone increased five-fold. A strategy of third party content curation and cross-platform sharing was established. Content producers search hundreds of articles from around the world each week and select appropriate material with a suitable balance of statistics, insight and gender focus. This curated content is scheduled into a bespoke social media calendar to ensure a good spread of countries, industries, and issues are covered each day. Original social media copy (adjusted to suit the platform on which it is to be published) is written daily by a dedicated member of the Formative Content production team, encouraging engagement with the existing audience and building followers across all three platforms. Direct promotional material is also mixed into the output – from announcements of newly certified organizations to news of EDGE Strategy headquarters activity – and website content is updated and managed regularly by the Formative Content team. A monthly insight report provides statistics on the numbers of posts, reach, followers and any common behaviour, plus details of most successful content broken down by platform.