With every piece of content produced for a website, you need to know why you’re producing it and what you hope to achieve through its creation. Only with this level of focus and approach to content creation is it possible to achieve your long-term goals.
A bit about me
20 Years' Experience
I have written for the web, edited, devised concepts to achieve high traffic growth and also worked in editorial development and editorial analytics.
Working to your goals
Tell me the aims of your site and I can bring new focus that helps you achieve these goals.
My suggestions, tailored to your individual company and needs, do not require additional staff or a website rebuild.
My aim is to take what you already have – the staff, the site, the resources and make them work that bit more efficiently.
Understanding website behaviour
my career to date..
BBC - Senior Editorial Analyst Leading a team within BBC Sport to study website behaviour and analyse trends, then using this information to help inform editorial decisions. Work produced led to a large jump in audience retention on site. Editorial teams gained insight into types of content that worked for different audiences and also the best times to promote different styles (for example different content for a Monday morning vs a Sunday lunchtime).
BBC - Senior Development Journalist Working as a senior member of BBC Sport's Editorial Development Team, I helped ensure the site remained the UK's most successful sport website. Projects included forward planning for Olympic Games and World Cups, developing new content formats and interactive tools, and ensuring the site reflected ongoing trends such as the switch to mobile and changing patterns of entry to sites - search and social replacing direct entry.
BBC - Senior Journalist Chief sub editor and front page editor for BBC Sport. As chief sub editor, I would manage the production desk, ensuring the highest standards of copy editing and index management were maintained. The front page editor left me responsible for prioritising content on site.
BBC - Content Producer Producing content for the BBC Homepage and deciding what to promote on the page and when. A prominent slot on the BBC Homepage could send hundreds of thousands of browsers to another part of the site, for example a page with information about a new TV or radio show.
Manchester Evening News - Online Journalist Established the sport section of the newspaper's website, with > 1,000% traffic growth inside a year. Also worked as liaison between web and print colleagues, helping establish positive relationship between the two departments.
Business Lobbying Organisation Revamping the online presence for a business lobbying organisation, making it customer focussed rather than being built with the needs of internal staff to the fore. Also enabled online membership subscription.
Sport Governing Bodies & Sport Teams and Leagues Helping sport bodies to achieve more from their website without resorting to extra expense on staff, or a site rebuild. By focussing on editorial aims, analysising existing content and approaches and then suggesting new approaches it is possible to get more users, target specific demographics, and achieve any other aim. A short period of consultancy can lead to huge, ongoing gains - the organisation or team getting bespoke advice and plans that are based on a decade observing best practice on leading sites.
Local Businesses & Start-ups Working with a wide range of small, medium and local businesses - for example locksmiths, water jet cutters, dental surgeries, accountants, lawyers, builders and many, many more. Some have required a site building (if you want a basic Wordpress site for a few hundred quid I'm your man), other clients need an ongoing content plan. The aim might be to suck up traffic for local search terms - Accountants Bury, Accountants Manchester, Accountants Stockport etc etc... Adding page or two a month can lead to sustainable growth.
Large UK Businesses Bringing focus to their web content, ensuring it works to bring in business and bolster their reputation. Often this is through an ongoing programme of blog writing and pages created to target specific locations or potential client types. Contact me for blog examples.
Publishers / Sport & News Sites Most sites are naturally caught in the day-to-day, the never ending churn of news and content to produce. I take a more detached view, coming up with an editorial plan that helps you achieve your aims and stay relevant as web usage patterns continue to change.
Free Site Audit and Content Review
Get in touch and I will perform a free site audit and also come up with content ideas that you can implement immediately.
These ideas will help you come up with content that helps you achieve more of your goals, whether that’s bringing in more traffic, targeting certain demographics, increasing time spent on site or any other metric.
There’s no catch, my hope is you’ll find it useful and want some more in-depth work, but if not, no hard feelings.
Given I have a pathological fear of phoning people (hence the career squirrelled away working on the internet), you’ve got nothing to lose. It’s not like I’m going to chase you for business.
Three and Easy Ideas
Make It Appealing To Stay
Autism: Free Web Marketing Help
Our eldest son is autistic and has PDA. I appreciate the efforts of any organisation promoting autism awareness and acceptance, or doing their bit to help through schemes such as autism friendly hours.
If you want any help to make your site or content more visible or just general web advice, get in touch and I’ll help for free. This is offered as a personal thank you for the work you’re doing