Editorial
While at SBS, for three months I assisted as interim managing editor of The World Game website.
This involved ensuring the right amount of editorial and video content was created and released on the site each day, strategising and workshopping what content should be created based on current and upcoming football events, ensuring that content was produced and distributed correctly and in a timely manner each day, running daily editorial stand-ups and setting and overseeing the workload of multimedia journalists, engaging with freelance contributors, editing and subbing articles and publishing them onto site, writing and publishing articles myself, and tracking audience activity through analytics to ensure traffic targets were met.
While at MIA, I implemented the Optus Music Buzz newsletter.
It was a weekly collection of reviews, hot new music, offers, and other content distributed to over 100,000 people.
Leading in customers via engaging SMS blasts, it was designed to draw Optus’ young audience of music fans into the store on a consistent basis.
The goal was to engage the audience by contextualising the vast catalogue of available music, advise them of high quality music they may not have been aware of, and deliver sales of digital music products. Strategic choices were made to choose a mix of content that would appeal to the audience while achieving these goals.
Analysis was required after each newsletter was sent to review metrics such as sales results, click through rates, bounce rates, time spent, and return customer rates, as well as larger strategic considerations such as ROI compared to regular BAU administration of the music store.
While at AMP Capital, I was responsible for writing, editing, and publishing various article types, such as interviews, news, and information on financial reports.
AMP Capital’s editorial content was consumed by a small but very high value audience. Strategically the content was a direct brand representation designed to establish, cement, and grow AMP Capital’s client and customer relationships.
The content needed to be highly relevant and created with purpose. The utmost care had to be taken with content creation and distribution, and the highest standards of quality met, as all content was created under the approach that it would affect AMP Capital’s hugely wealthy operations.