Content Editing
Need someone to help develop content that resonates with your audience?
You’ve found us.
What we do:
Conjure up ideas your audience and internal stakeholders will love
Map out content plans that meet your budget and goals
Devise the most effective and efficient workflows
Work with stakeholders at all levels, from marketing execs to C-suite
Provide outstanding writers and brief them to ensure they produce brilliant copy
Use SEO to help your content rank
Create smart concepts that make your campaigns more effective
Develop or refine your brand Tone of Voice
Finesse everything beautifully so it fits your company brand and ToV
Take the content stress off your hands so you can get on with your day job
FinEdge & Stubben Edge
MISSION
Develop authoritative, insightful thought-leadership content for this fast-growing insurance, SaaS and fintech company’s multiple B2B brands, and to create engaging, shareable content to help build credibility for a new B2C brand.
KEY TASKS
Create an editorial plan; use SEO research and client goals to develop blogpost ideas; find and manage quality freelancers with insurance, finance and SME experience; utilise SEO and project management tools; commission and edit B2B and B2C content.
TYPES OF CONTENT
A variety of entertaining and engaging blogposts for B2B and B2C websites, plus LinkedIn posts.
CHALLENGES
Working with one of the fastest-growing companies in the insurance and fintech industry presented a new playing field every week - new companies acquired, new insurance product lines added, new events and a moveable feast of launch dates and deadlines.
RESULTS
More than 50 pieces of content commissioned across three key businesses, ready for full launch in 2023.
Which? Travel Editor and Project Manager
MISSION
Redesign Britain’s oldest travel magazine, create a new content strategy for its online presence, manage the project and all creators and stakeholders, and develop lead generators.
KEY TASKS
Customer research; Google Analytics; ideation; template concepts; manage a large team of stakeholders and team members who had been in their roles for many years; create of a new Tone of Voice and style guide; train new team members; relaunch the magazine; develop full content strategy for new online presence, from landing page hierarchy to content pages.
TYPES OF MEDIA
Print magazine, online landing pages, ad pages, and lead-generating PDFs and booklets.
CHALLENGES
Working with a team of long-term employees within a vast, complex organisation with many stakeholders.
RESULTS
Lead generators increased new subscriptions for the first time in more than a decade; subscriber retention rates increased to their highest level ever; the brand received its highest-ever levels of reader-satisfaction ratings. I was named as a finalist for two national awards for my work.
BA High Life Website Editor and Project Manager
MISSION
Develop a new website for British Airways’ High Life magazine.
KEY TASKS
Create concepts, site architecture, landing pages, templates and structure; brief and work closely with web developers, designers and other technical specialists; manage the project from concept to completion (one year).
TYPES OF MEDIA
Full website, with new landing pages, puffs and interactive elements, and hundreds of pieces of content.
CHALLENGES
Managing the entire project with just the help of a single intern; selecting and updating two years’ worth of content.
RESULTS
Delivered on time; the client was so happy with the infrastructure, layout, look and UX that it kept the same overall structure for five years.
Skyscanner
MISSION
Increase click-through rates from email campaigns and boost engagement and dwell times of this global flight-comparison website.
KEY TASKS
Help the team of existing freelancers develop their skills to match the company’s new brand guidelines, and find new quality freelancers to add to the pool of blogpost writers; develop a style guide to help freelancers and the in-house team; create content that would increase movement around the website and would work well for weekly email campaigns across both the UK and Irish markets; develop new email content for the weekly emails; upload content to the CMS, including picture research, title tags and metadata.
TYPES OF CONTENT
Primarily online blogposts and email campaigns, as well as some social media posts.
CHALLENGES
As the world’s most famous flight-comparison site, the company already had a strong market presence, but needed to increase awareness and use of its site in the UK and Ireland.
RESULTS
Increased email newsletter open rates by 40%, CTRs by 30%, online sessions by 104%, new users by 86% and online engagement by 54%. I was named a finalist for a major international content marketing award for this project.