Tassia O'Callaghan

About

I eat words for breakfast. If you're after data-led web editorial content strategies with SEO in mind (but your audience at the forefront), you're in the right place. I focus on building your brand, drawing in your target audience, gaining trust, so they're ready to convert further down the funnel. With 10 years in marketing and content writing, backed up with a Level 4 CIM and several Google certificates, I know what makes good web content. The best of both worlds, bridging the gap between creativity and data, I find the intrigue in any industry, whether it’s chemical regulations, waste management, or more 'glamourous’ sectors, like travel and wellbeing. Previous clients: Peanut App Ltd, Tally Workspace, Office Christmas...

Experience

• Content Marketing Lead · Tally Workspace08-01-2024

  - Creating an inbound lead generation machine of high-quality MQLs. - Creating unique and engaging content across channels (newsletters, playbooks, blog posts, landing pages, gated content, and email campaigns). - Maintaining and reinforcing the brand messaging across all content, whilst also optimising for SEO. - Managing and maintaining the content distribution calendar across various channels. - Developing and implementing lead nurture funnels with segmented marketing automations, CRM, and email campaigns. - Tracking and monitoring PPC paid search campaigns, from the creative briefing process, testing roadmap and budget allocations. - Conducting thorough audience and competitor research to best understand our target audience and create content aligned to their needs and interests. - Testing and optimising growth channels and campaigns to reduce ROI and improve CAC/LTV ratios, from landing page optimisations to creative and copy. - Regular reporting to identify growth opportunities and optimise marketing strategies. - Managing the Junior Marketing Executive.

• Founder, SEO Consultant, Content Writer & Strategist · Night Sky Creative11-01-2018

  - SEO copywriting - Web content - SEO content strategy - Reporting and analytics - Social media management - SEO management - PPC and social media ad management - Brand creation and management - Liaising with contributing writers - Email marketing management

• Web Content Lead (SEO) · Peanut07-01-2021 – 07-01-2024

  - Managing the SEO Content team - SEO content strategy - SEO content project management across the team - Writing content and articles across the Peanut website with SEO in mind (but writing for our audience) - Editing copy in line with brand tone of voice and guidelines - Content creation and copywriting for The Leak, the Peanut newsletter - Occasional social media copywriting and posting - Identifying content opportunities for growth, via keyword research, competitor analysis, rank analysis, industry updates, latest topical news, and backlinks - Contributing creative ideas based on industry-related research - Optimising existing content in line with best SEO practices, search intent, algorithm updates, and latest news - Liaising with medical and industry experts to fact-check and create content - Building, editing, and uploading content in CMS (for both English and Spanish sites) - Writing copy for brand partnership emails, landing pages, and sponsored articles - Selecting and publishing UGC content from the Peanut app to the website - Drafting copy across the website - Content representative for large-scale projects - Tracking and analysing data for individual article performance and overall web performance (page views, CTR, backlinks, impressions, time spent on page/site, bounce rate) - B2B and B2C content creation - Managing affiliate revenue streams for blog and email content - Writing for all women, with diverse and inclusive experiences, backgrounds, and perspectives in mind

• Freelance Marketing Consultant · Friends Helping at Home06-01-2021 – 03-01-2022

  - SEO (metadata, passage ranking, keyword research, etc) - PPC - Social media - Content marketing - Reporting

• Content Marketing Manager · Wired Media10-01-2020 – 07-01-2021

  - Researching, writing and uploading SEO digital content for clients (blog articles, landing pages, product copy, meta data, etc) - Liaising with clients and managing client relationships - CMS management (Wordpress) - SEMRush reporting and research - Keyword research - Email management - Organic social media strategising, graphic creation (Canva) and scheduling

Education

• CIM | The Chartered Institute of MarketingLevel 4 Certificate in Professional Marketing
• Bath Spa UniversityDrama Studies

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