People need solid, reliable content about sustainability. That is why, for our client MVO Flanders, a government agency focused on corporate social responsibility, we provide a mix of articles, videos and podcasts for both the easily distracted and the attentive reader. The aim is to provide enough inspiration to get others started with sustainable initiatives!
Our customer
MVO Vlaanderen
Our challenge
Inform, inspire and educate companies on corporate social responsibility
Our solution
A yearly content plan filled to the brim with strong and inspiring content across all channels and forms of communication
MVO Flanders is the Flemish government’s knowledge centre, which supports entrepreneurs in everything related to corporate social responsibility and sustainability. Its core task is to inform and inspire the Flemish professional, and for this MVO Flanders found a reliable partner in Pantarein.
For several years now, we have been responsible for the creation of all content for MVO Flanders’ central web platform. Based on a thorough content strategy, we create a balanced mix. On the one hand, we publish important news, practical examples, entrepreneurs in the spotlight, etc. on the website and social media on a daily basis, while on the other we run larger campaigns around a well-chosen CSR theme. When MVO launched its new website, we were also tasked with coordinating the whole process.
Our editors keep their ear to the ground to bring users the latest news on sustainability, always in close consultation with MVO Flanders. We do this by tapping into our own network as well as via media monitoring, thorough research, etc. Practical examples, interviews with entrepreneurs, and updates on ESG themes, among other things, find their way to the news page. Our in-house knowledge of everything to do with sustainable transformation in companies is a major asset in this respect.
Every year, we develop some topical themes into larger dossiers. We previously did so for the theme ‘Strongly connected’, with a series on how social and inclusive entrepreneurship contributes to a sustainable economy. Earlier this year, we launched a new campaign focusing on circular use of space. We highlighted some of the best and most inspiring Flemish examples through video portraits and editorial reports. Some examples: how to breathe new life into an old building, how to get more out of your space thanks to modular systems, and how restorative agriculture combines with nature and space.
To shape the annual content plan, we use the 3H model. Three types of content – hero, hub and hygiene content – each have their own frequency and goals. Hygiene content is the always-on layer; the daily news items on the website and LinkedIn. Hub content provides extra incentives on a regular basis, such as the fortnightly newsletter and new videos and podcast episodes. And on top of these, several times a year we bring hero content, the campaigns that provide the ‘icing on the cake’. All of this is linked to concrete goals, such as more followers on LinkedIn, increased numbers of visitors to the website, etc.