Brand Editorial
As a standard practice I write and commission content according to specific KPIs (for example, brand, SEO or conversion). Whether shoppable lifestyle edits at Fortnum’s or travel guides for Cathay Pacific, I know how to create pieces that not only drive high engagement, but high revenue too. That being said, I’m not afraid of bold and unexpected editorial either – more on that below.
Beginning with keyword research and optimisation to boost organic rankings, I regularly report on traffic and keyword performance, using editorial content to understand customer behaviour.
Cathay Pacific
A hiker’s guide to Hong Kong
One of Hong Kong’s most popular activities, this guide aimed to capture high search volumes and drive people to the Cathay site.
Fortnum & Mason
Shades of Earl Grey.
A brand-led piece drawing on Fortnum’s naughty side, and a surprising way of framing the retailer’s broad range of Earl Grey products.
Fortnum & Mason
The Fortnum’s Dunkipedia
Tea and biscuits were made for each other. I put together the expert guide to enjoying them together – precise dunking times and all.
Fortnum & Mason
Little Tubs of Joy
A noisy way of discovering Fortnum’s three new ice cream flavours.