Content marketing

I work closely with the team at Trafalgar to keep their online travel inspiration hub – The Real Word – up-to-date with monthly SEO-focused articles, plus other ad-hoc copywriting work including email copy and web copy for new pages and tour itineraries. View my articles here.

Costsaver had just undergone a brand refresh, so I jumped into a new lively tone of voice and delivered copy for the site and emails, plus social media content including interactive Stories, guides, shorts videos and Reels.

I turned Visit Brisbane from a bland, unengaging directory-listing website into an inspiring, educational content hub. With a focus on quality articles and engaging the audience through storytelling, the site grew 30% year-on-year to reach 15.2 million views/year. Leads and partner clicks to local tourism businesses increased too.

The monthly newsletter had 4x the average industry open and click-through rates (49% and 13%) and I was invited to speak at Email Marketing Summit Australia about our results in 2017.

This small tourism business was going through a full website rebuild. I was lucky enough to tell their rich multi-decade story. Since then we’ve been working on regular and ongoing paid ad campaigns.

A mini brand refresh breathed new life into Brisbane City, the destination marketing brand for the CBD. Besides rewriting more than 10 pages of copy, crafting audience personas and a voice guide I drafted a 12-month content strategy and helped with blog writing and website production. Blog traffic increased 70% to over 600,000 views/year compared to the previous period.

Starting with social media, a brand tone of voice and target market research were just the beginning of a solid social media strategy than soon became website copy, ad campaigns and email automation copy too. I have a jack-of-all-trades content skillset and TreeTop Challenge was able to use my various skills.