Content consultancy for The Career Portal (Duke's Education)

I first worked with The Medic Portal and The Career Portal in 2019 as an interim Head of Content Marketing. I later joined as a full-time Head of Content Marketing between 2020 and 2022, then helped with some content consultancy after I left.

I achieved a huge deal for this ed-tech company, which I've broken down into the different periods of partnership.

Content Consultancy

I audited a few content topics on the Lawyer Portal and the Medic Portal websites:

During this extensive review, I identified more keywords and phrases to target and outlined briefs for content that were written by the in-house editors and freelance copywriters.

As Head of content marketing

Cross-brand

  • Worked with the Dev Agency to get both sites up to Core Web Vitals standards.

  • Oversaw the redesign of the home pages

  • Improved.

  • Restructured the navigation to make it more user-friendly and improve clicks.

  • Recruited Editors and helped upskill staff.

  • Refined the newsletter strategies to improve open and click rates and drive more traffic.

The Medic Portal

  • Reached record levels of traffic and sales through the website.

  • Ranked key sections of the website in position 1 for the first time.

  • Increased commercial partnership revenue by collaborating with the Sales Team and delivering user-focused content.

  • Worked with the Head of Academia to relaunch the online learning content.

  • Launched an automated email marketing funnel to support exam prep and promote resources at key points in the user journey.

The Lawyer Portal

  • Collaborated with key commercial partners to restore relationships and improve content quality.

  • Reformatted content to address user's needs and tackle topics more succinctly.

  • Revamped the email marketing strategy to reduce the burden on the Editor while increasing traffic to the site.

  • Documented processes for social media takeovers and collaboration with Content Contributors for improved efficiency.

  • Improved quality and quantity of organic traffic to the site, which grew revenue through commercial partnerships.

Contact me