Cuttlefish Digital 3 Years Plan

Where we’ve been for the past three years

To support the Asia Energy Finance Strategy, we established Energy Tracker Asia in 2019. It was developed as an owned, independent regional media property to amplify messaging and content supporting the clean energy transition in Asia to high-value audiences, such as financiers and fossil fuel industry stakeholders in Asia.
The team grew and invested in an SEO strategy, achieving high search engine rankings on key terms like “renewable energy in Japan” and ranked among top media outlets for “Asia Energy Price Crisis”. On November 9, 2022, page views from organic search peaked at over 1,600.
Energy Tracker Asia was also being used as a tool to boost Cuttlefish’s campaigns by integrating content plans into overall campaign planning. The team then grew with an Associate Online Editor in 2022 and a Digital Marketing Associate in 2023. New channels, Climate Impacts Tracker Asia and Energy Tracker Japan, were also established in 2023.

Where we’re going for the next three years

The team wishes to expand the owned media offerings to engage strategic audiences in content supporting climate action and the energy transition in Asia. We’ll do this by strengthening media properties and recruiting editorial leads.
We’ll also seek to establish at least two additional media properties by 2026 on key issues in the region.
We’ll consolidate the overall impact of this work through developing a Data Management Platform and Customer Data Platform to analyse how audiences move between these platforms, building our pool of specialist freelance content creators, professionalising editorial workflows, and building relationships with network colleagues to involve them in creating more impact for this work (e.g. as we did with the Impacts team and Climate Impacts Tracker Asia).

Develop and strengthen Energy Tracker Asia, Energy Tracker Japan and Climate Impacts Tracker Asia [4.3.4.1]

Develop the audience segment strategy and conduct online surveys to gain better insights into our target audiences. Updating UI/UX for ETA’s website to improve web traffic, SEO and audience on-site engagements.

Develop key narratives targeted at high-value audiences [4.3.4.2]

Develop key narratives targeted at high-value audiences via the implementation of a sound content strategy for enhanced cross-platform syndication of content and maximising the utility of original content across channels. Optimising the mileage of the content strategy through performance marketing to better reach targeted audiences.

Refine and optimise the Data Management Platform [4.3.5.1]

Building on 4.3.4.5, we’ll run a brand lift survey for existing audiences and work with the MEL team to understand the impact of content on changing narratives.

Develop and implement a knowledge and content management system [4.3.5.2]

By this stage, we’ll have gathered a large amount of multimedia content. A knowledge management system will help editors syndicate content across channels and brands.

Revisit team resourcing, structure and freelancer partnership [4.3.5.3]

We’ll review resourcing needs across the publications we’ve launched, and seek to fill some capacity gaps (e.g., SEO specialist freelancers for key Asian markets etc.)

Sharpen the use of engagement data for content optimisation [4.3.5.4]

Building on Goal 4.3.4.4 in Year Two, we’ll continually review data analytics and other sources of audience insights for understanding content performance, seeking SEO and engagement opportunities and future editorial planning.

Develop and launch an additional owned media platform [4.3.5.5]

This includes deciding a topic and theme, identifying target audiences, surveying existing network and partner activity in this space, developing and launching a brand and platform, recruiting an Editorial Lead and starting a plan to build out this platform.

Editorial

EDITORIAL GOALS2023-2026

EDITORIAL GOALS
2023-2026