I built their content strategy from scratch, with three goals in mind:
I handled channels and content types such as website content, blog, guest posts, content partnerships with other companies, social media, case studies, emails, e-books, press releases, and paid social marketing.
For internal communication, I created the company’s monthly email newsletter as well as internal employee newsletter, in addition to internal induction and e-learning courses for new joinees.
I standardised content across the company’s content assets by creating and applying a comprehensive style guide.
With the help of the Head of Technology, I conducted A/B tests on the company website for lead generation, testing banners against popups, different ways of presenting premium content such as ebooks and case studies to get sign-ups, and different content within popups and banners.
Instead of mass-producing SEO keyword-based content around conversion rate optimisation (CRO) and imitating competitors, I mined the expertise of team members to generate content.
My biggest strategic activity at Endless Gain was the monthly CRO Insights Series that ran for 15 months. My team and I interviewed experts in the eCommerce and digital marketing domains on the trends and the future of growth in the digital space. We contacted dozens of experts through the company network and cold emails, and arranged for email and video interviews, and then edited the content to create insightful pieces. This helped Endless Gain get more recognition in the industry and build their authority in the field of CRO. These can be found on the Endless Gain blog.
As the editor at BankBazaar, I created rigorous content and quality guidelines that ensured the team’s overall quality scores stayed high. It was my job to conduct regular training sessions on writing techniques, financial products and concepts, and SEO, and to take preventive and curative measures to improve quality and performance of the team.
It was my job to package blogs with the right images (sourced or commissioned), internal and external hyperlinks, and metadata and keyword optimization, and publish them.
I also ensured that all blogs are regularly updated with the latest information.
At BankBazaar, the technical SEO team had a higher authority over content strategy. So my main contribution was in approving and rejecting keyword-based article suggestions the SEO team brought to the Content team, in suggesting topics aligned with Google’s E-A-T framework, and analysing competitor content to identify gaps in ours.
I identified and got my team to act on:
I also helped my manager create an original review and ratings methodology for credit cards, to be used on landing pages.
I sub-edited news and feature stories, packaging them with appropriate headlines, photos, graphics & other elements for the print newspaper. I was an expert at editing copies that arrived with archaic or bad English from rural reporters. Here are some samples:
“The road from Jeppina Mogaru having such potholes like a pond and is unmotorable and is likely to bring notable effect on heart becuase a drive or ride on the entire stretch the organs in the body is also like to jump up and down in Mangalore on Monday 2nd September 2013.”
“There were a number of incidents wherein people getting fruits after performing padayatra and offering prayers during the annual car festival, citing the incidents of many couples getting issues after performing padayatra.”
“As the temperature falls in Dakshina Kannada, Udupi when it rains so as the flow of tourists to famous temples. Though the Nature bounces back to green beauty with overflowing rivers and rivulets with no sweating like in summer tourists from other districts prefer to keep away from temples.”
In addition, I designed news pages on CCI, proofread pages made by peers, & helped make decisions on content & layout for different pages. I created an average of 4 newspages each day, in addition to sub-editing ~20 copies and proofreading 6-8 pages.
I also handled the workflow & content decisions in the absence of Asst. Editor.
Press Association (now PA Media) is the UK’s leading provider of multimedia content and services
My main duties were to copy-edit news and feature articles for the PA newswire and design news & feature pages for PA’s clients. I also editing news stories and market reports for ICIS.com through PA.
I worked on creating content under Tailored News Feed, a service that provided articles curated for clients’ needs, from other news pieces and press releases that PA received. I used to write ~18 articles totalling over 5,500 words per day without compromising on quality.