Joining an agency to expand their service offering
After my decision in March 2019 to take a break from full-time marketing work, I joined the team of Swordfish Marketing as a part-time asset. Being a content-driven agency, I was brought in to help them expand services and modernise their productivity part-time.
Introducing new services
My main job role at Swordfish Marketing was as a digital marketer. I supported on their variety of services and introduced them to new best practises, ideas and processes based on my previous experience at a Google Premier Partner agency.
I supported the agency in introducing SEO as a new service. It was my responsibility to pick and choose a tool to invest in that would prove to be cost-effective and powerful, I chose SEMrush. I was tasked with creating a full proposal document to present.
Re-invigorating their brand offering
I was tasked as Social Lead for the company, taking responsibility for their internal marketing communications - primarily social media as a channel. When I joined Swordfish Marketing, I collaboratively led the process of building a social tone of voice through workshops and helped them determine the sort of content they wanted to be associated with.
Strategically, a different approach was needed than what I was used to. Instead of monthly content planning, we opted for a weekly strategy. Of course, main events were all planned using a monthly calendar but the content was often created weekly, to ensure it was all up-to-date and fresh.
Defining a tone of voice
Whilst I cannot show you the Tone of Voice document created for the company, I’ll elaborate what it included: what they stand for, audience personas, topics to talk about, sources to use, content structure, do’s and don’ts, types of content, ways to communicate and how the account is setup. As well as forming strategy for social, I spent a lot of my time whilst at Swordfish Marketing writing content, supporting them on analytical tasks, finding new ways to market their services and completing pieces of client work.
Having creative freedom
I was given a lot of creative freedom at Swordfish Marketing, which gave me time to research and find new ideas constantly. The results of this helped move the company forward in several positive ways. We wanted to appear more modern, so I re-branded them a “content-driven agency”.
Personally, it also gave me a lot of time to get to grips with more responsibility. It was down to me to see how work was performing and how it could be done better from day-one - something I was not responsible for previously due to the nature of the size of the agency.
“Charlie joined Swordfish as a Digital Marketing Executive. We gave him the task of shaking up, and shaping up, much of our digital presence, and that of some of our clients. He proved to be exceptionally skilled at this and very diligent. He introduced us to new tools that help us manage our online content far more effectively. In addition, we handed over pretty much all Social initiatives to Charlie. Again, he proved highly adept at creating and managing content for Swordfish and our clients. Included in this was setting up Social Media channels from scratch for many clients who needed them - Instagram being a favourite for those whose product lines and business activities benefit from it. This foundation instantly gave our content creation skills more outlets - which is a really good thing. In all, Charlie was an excellent and greatly valued member of the Swordfish team.”
