Driving growth through digital content
As Content Marketing Manager, I planned, wrote and managed digital content across Trainline Business’s website, CRM programme, product marketing and thought leadership channels. Here’s a selection of that work.
Website management
I built and managed a new Trainline Business microsite using the Umbraco content management system, driving growth in prospective business customers.
Achievements
20,000
Monthly organic visitors
44%
Growth in non-branded keyword visibility
No.1
My SEO and content improvements propelled the site to its highest-ever visibility on Google’s first page.
39%
Organic click-through rate (up from 25%)
SKILLS DEMONSTRATED ~ Website management ✔ SEO ✔ Content strategy ✔ Copywriting ✔ Analytics
Product marketing
Many customers weren’t aware of all the account features available to them...
I created a series of onboarding guides, featuring clear interface screenshots and illustrations.
The guides explained key product features, helping new customers use their accounts more confidently and reducing support queries.
SKILLS ~ UX writing ✔ Customer education ✔ Product marketing ✔ Copywriting
SOFTWARE USED ~ Umbraco ✔ Figma ✔ SEMrush ✔ Airtable
Thought leadership
Collaborating with a fellow travel tech company, I wrote a 2,300-word essay about Gen Alpha impacting the future of business travel.
I wrote articles for the Trainline Business Blog to engage and enlighten customers and prospective customers. These largely centred on the themes of sustainability, travel tips and company insights.
SKILLS ~ Researching ✔ News writing ✔ Idea generation ✔ Editorial
Email marketing
Email journeys that convert
At Trainline, I mapped and wrote email journeys designed to onboard new businesses, encourage first purchases and reduce customer churn. I also created campaigns supporting promotions including the Great British Rail Sale.
Optimisations and best practice
Linking up with copywriter colleagues in France and Italy, I coordinated a series of emails to business accounts that a) churned or b) registered and never transacted.
Using A/B testing to improve engagement, I found that personalised subject lines delivered open rates of up to 41%, significantly above the travel industry average.
Tailored messaging
I later applied the same principles at financial services startup Stable, creating targeted HubSpot campaigns promoting price risk insurance.
Using Challenger Sale principles, I developed separate messaging for procurement and risk management audiences, tailoring every email to the commercial priorities of each sector.
SKILLS ~ CRM ✔ Lifecycle marketing ✔ Customer journeys ✔ Copywriting
SOFTWARE ~ HubSpot ✔ Braze
Colleague reviews
I am pleased to recommend Sam for his exemplary performance as a content marketing manager. Sam, consistently demonstrated a remarkable ability to conceptualize and execute innovative content campaigns which drove engagement. His positive attitude and exceptional communication skills were invaluable assets, fostering a collaborative work environment where ideas flourished and challenges were met with enthusiasm. Sam’s clarity of expression and openness to feedback facilitated seamless collaboration across teams, resulting in the successful implementation of strategic initiatives. Overall, Sam is a standout professional whose strategic acumen, positivity, and communication makes him a valuable asset to any organization.
Letizia Miccio, CRM Strategy Specialist
Sam takes the initiative (e.g. asking for a crash course in Semrush to learn about keyword research); keeps in contact with developers, sending reminders about bugs that need to be fixed; and spotting ways to improve the quality of the Trainline website.
Greta Munari, Senior Organic Search Manager
Looking for someone who can combine journalism with digital marketing?
If you’re looking for a communications and digital content manager who can write, edit and deliver content across websites, CRM and thought leadership, I’d love to hear from you.