Greenpeace UK Content Strategy

Our partner, Greenpeace, is an independent global campaigning network committed to addressing some of today’s most pressing environmental issues, including fighting climate change, protecting wildlife and biodiversity, and tackling plastic pollution.

Greenpeace aimed to become the authoritative voice on these urgent matters. However, it faced a significant challenge: cutting through the ever-growing digital clutter and misinformation surrounding environmental issues. With an abundance of information available online, Greenpeace recognised the need to distinguish itself as a voice of reason. Their goal was simple: to provide clear, helpful information on pressing environmental topics, ensuring their key messages reached and resonated with their target audience.

The Challenge

Greenpeace’s objective was clear: to become the go-to source for reliable information on different environmental issues, particularly wildlife and biodiversity. But they needed a carefully planned content strategy to increase their visibility for biodiversity-related search terms. Additionally, the content had to resonate with a broader set of audiences, from informed individuals to those seeking well-researched, helpful information.

Our Strategy

To address Greenpeace’s challenges, we developed a comprehensive digital content strategy centred around three core solutions:

1. In-depth Keyword Research and Content Gap Analysis
   We started out by conducting thorough keyword research and a content gap analysis to identify and map the target keywords and topic clusters. This analysis provided a clear roadmap for identifying knowledge gaps and areas for improvement in their existing content.
2. Hub-and-Spoke Content Model Implementation
   We actively engaged with Greenpeace over the next three months to understand and align with their content aspirations. Through these discovery sessions, we identified that adopting a hub and spoke model would be more suitable for the site. This content strategy involved ideating central ‘hub’ pages for key topics, with ‘spoke’ pages branching out to cover subtopics and clusters in depth.

Strategic Content Production and Optimisation
We agreed on content ideation, development, and production responsibilities, creating a series of webpages around different wildlife and environmental issues. This process included feedback and revisions to ensuring content accuracy and aligning with brand voice and messaging. We also seo-optimised new and existing content produced by the Greenpeace team to improve keyword rankings for wildlife and biodiversity-related search terms.