Content Management and Strategy
I love words and creativity, but I’m not afraid of using analytical tools to measure success and create a strategy either!
A few of the things I’ve achieved (so far!) in my roles as Content Editor and Content Manager.
Content Audits
A full, in-depth audit of existing content across all platforms - email, blog, site pages etc.
Ensuring every page is accurate, up to date, and successful.
Using tools (such as Google Analytics and HubSpot analytics) to compare the success of each piece of content. This includes email open rates, CTA clicks, conversions, bounce rate, search terms etc.
Using this information to create a Content Audit document which outlines which content is most successful and how these findings can inform our strategy going forward.
Content Strategy
Using Content Audit findings and brand personality to create Tone of Voice and Brand Guidelines documents.
Creating in-depth audience personas for both our B2B and B2C audience groups.
Defining achievable content goals based upon the overall business goals.
Using the Content Audit to inform a Content Strategy, in order to reach our audience and achieve business goals.
Generating Backlinks
Here are some articles about (or featuring!) GivePenny, written by high-authority charity-sector publications. None of these were paid or commissioned advertorials - but they are fabulous exposure to our target audience and some great backlinks: