Content strategies that serve your audience
Content sits at the heart of every successful media and information business. Yet many organisations struggle to align their content with what audiences truly value or to turn engagement into lasting commercial success.
At FT Strategies, we help you bridge the gap between editorial ambition and audience insight. We design strategies that balance creativity with evidence and enable you to make confident decisions about what to create, for whom and why.
Our services include audience segmentation and needs analysis, content portfolio optimisation, editorial and product alignment and performance frameworks that measure impact rather than reach. Whether you are redefining your editorial proposition or evolving your content model for a digital future, we help you build strategies that serve audiences deeply and sustain growth over time.
OUR SERVICES
Audience Insight and Segmentation
Uncover who your audiences are, what they value and how to serve them effectively through data-led insight and behavioural understanding.
Editorial and Content Portfolio Strategy
Align editorial focus, commissioning and investment with audience needs and business priorities to maximise reach and relevance.
Content Planning and Distribution
Design smarter editorial processes, tools and collaboration models to deliver the right content to the right audience at the right time.
Next Gen Audiences >
Adapt your organisation and content in a way that helps you to grow younger, more diverse audiences and build a sustainable future.
NewsCaaS: News Content as a Service >
An end-to-end strategic content solution that delivers high-quality, specialist content at speed, scale and with editorial integrity.
OUR EXPERTS
Managing Director
Joanna leads the FT Strategies business with responsibility for the P&L. She is passionate about helping clients transform and grow their businesses from an audience-led perspective.
Joanna started her consulting career at Accenture and ended up leading the customer strategy practice which she led to double-digit growth, working with a range of clients across B2C and B2B companies and sectors spanning media, arts, telecommunications, consumer packaged goods and financial services. Joanna joins FT Strategies from Manifesto Growth Architects where she was one of four partners leading this independent business.
Joanna is married with three children and lives in South West London.
Director
Adriana is a Director at FT Strategies. She has over 25 years experience in media and telecoms consulting, especially in the areas of M&A, opportunity assessment, and product strategy.
Director
George has over a decade of experience in strategy consulting and in-house advisory. Leading strategy development, service design and digital transformation teams, he has advised senior leadership across both the public and private sectors.
He has an ACII and a Masters from the London School of Economics.
Director
Lisa has over 25 years of experience in print-to-digital transformation, most notably at the Financial Times where she led newsroom operations, was an Assistant Editor and Managing Editor, Associate Editor and Head of Operations for FT.com. She led group-wide digital transformation projects at both of South Africa’s biggest publishers, Tiso Blackstar (now Arena Holdings) and Naspers’s 24.com.
Lisa is a former Vice President of the World Association of News Publishers, advisor and coach with Women in News, a board member of the World Editors Forum, Leader in Residence at the University of Lancashire and a mentor with the Journalism Innovation Leaders faculty.
OUR IMPACT
Designing a content strategy to engage new female audiences at Kauppalehti
Kauppalehti is one of Finland’s most respected news brands, trusted by business leaders for decades. As the publication looked to accelerate digital growth it set an ambitious goal: to reach and engage more women readers while strengthening loyalty among its core audience.
FT Strategies worked with Kauppalehti to design a content strategy that used data and audience insight to guide editorial and product decisions. The approach helped the newsroom uncover new opportunities for relevance, diversify coverage and reshape how content teams understood their readers.
FEATURED INSIGHTS
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