BT.com
2012 - 2019
I spent seven years at Britain's biggest telco, starting out running content operations for its ad-funded news and entertainment portal, and ending up leading content design and SEO for the entire BT and EE digital estate.
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I devised and delivered several content strategies, hiring and leading teams of writers, editors, video producers, content designers and social media managers along the way.
This eclectic mix of stories from 2013 gives an indication of the early tactics I introduced to drive traffic and ad revenue...
As the years went on - and clickbait stories with third-party ads were no longer de rigueur - my role transitioned to focus on content marketing BT's core products (broadband, TV, mobile, etc.)
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We created engaging videos, long-form editorial features, social campaigns and bite-sized product explainers.
The objective was to drive product awareness and sales, as well as encouraging existing customers to make full use of their product-holding.
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Here's an example of a BT TV Kids summer content campaign featured on the BT.com homepage:
And a typical selection of tech-focused content we produced:
In my final few months at the company we adopted the practice of content design, and I was tasked with hiring and leading a team of more than 60 content designers and editors for BT's and EE's digital platforms.
My seven years at BT, including my parallel role heading up the BT Sport digital team, gave me a brilliant grounding in how work gets done inside a huge corporate organisation.