KNOWLEDGE & SKILLS
Digital Marketing
STRATEGY.
TACTICS.
DELIVERY.
I work to understand audience needs and behaviours before defining the strategy.
Strategy informs a tactical plan that includes topics, channels and campaigns.
Only now are we ready to use content marketing to reach, engage and convert audiences.
01.
Strategy
02.
Content
03.
SEO
04.
Social media
05.
Measurement & reporting
A STRATEGIC APPROACH
‘Strategy’ is an overused term in marketing. too often people use it interchangeably with the word ‘plan’. I create strategies, then I create plans. Your strategy gives you the direction of travel and explains how and why it will work. Your plan is a list of channels and deliverables that will deliver that strategy.
It is essential to have a strategy before defining channels, campaigns and content. I help brands and their marketing teams think strategically BEFORE they define activity and create assets.
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Contact me for examples of my content marketing strategies.
CONTENT MARKETING
As a former journalist, content marketing is a natural home for me. I love investigating what audiences want, where they want to consume content and in what format. I love using these insights to develop strategies and content to help brands reach audiences.
SEO
I have been working with SEOs for 10 years.
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I can do keyword research and use tools like SEMrush
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I can use search data to inform strategy
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I can create SEO outlines for articles and product pages
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I can optimise existing content
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I can create content for search.
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In many respects, I am an SEO.
SOCIAL MEDIA
While I am not an avid user of most social media channels, (I use LinkedIn and YouTube), I stay abreast of the sector to ensure channels and tactics are leveraged in content strategies.
I have helped a variety of brands achieve success with social media strategies, including Santander, Saucony and Embraer.
Email is an often-overlooked channel, but for me, it remains a ‘centre of gravity’ for audience capture. Unlike social media audiences, it is the audience you own. I help brands leverage the power of email for more than just promotional messages, but to nurture audiences over the long term.
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I can also use email builders/CRMs such as Pardot and Dotmailer.
PPC
As part of my role at the National Centre For Writing, I learned to use Google Ads, YouTube ads and Meta ads.
As such, in addition to a good understanding of the strategic and tactical use of these advertising channels, I have a basic knowledge of implementing PPC.
MEASUREMENT & REPORTING
Activity is for nothing if you can’t measure its performance. I work closely with practitioners to define the best KPIs for campaigns and set up reports (Looker/Data Studio). Practitioners are usually laser-focused on their channel so it’s important to frame data and insights into the wider marketing and business context, so I work with those delivering aspects of campaigns to turn data into meaningful narratives to help clients understand the real impact of our activity.