BRAND CONSULTANT & DIGITAL STRATEGIST
As an experienced digital marketing professional, I specialise in creative copywriting, brand development and art direction. Powerful marketing is all about adding value through carefully deployed language, without relying on buzzwords and bluster. I've worked across a wide variety of industries and sectors - from vegan food to automotive data, politics to retail, education to energy. I create memorable, carefully considered campaigns that have a lasting impact and deliver on emotion and results.
Everything starts and ends with your brand. Baked into the DNA of your business, it sways how your staff and customers feel on a day-to-day basis. I can uncover what makes your brand tick by delving into your backstory, your future ambitions and everything in-between. I'll help bring your core values into focus and strengthen your unique tone of voice. I've worked with companies of all sizes - from small start-ups to super-giant conglomerates - building brands from scratch or evolving what they had in place. A truly distinguished brand goes way beyond its logo.
Content should never be seen as filler; it's the substance of your brand and one of the main ways people engage with your business. I specialise in copywriting, photography, videos and social campaigns - I have a proven track record of taking raw data, basic information or uninspired copy and transforming it into exciting, click-worthy content. Making sure every piece of writing, image or movie clip looks, feels and sounds consistent across every digital touchpoint is one of my top priorities. When it comes to creative ideas, it's all about finding the best way to express yourself.
DIGITAL MARKETING STRATEGY
The most successful brands use digital marketing to underpin their wider business strategy. A clear, long-term plan is the best way to secure a return on investment. Market research, competitor analysis and user personas will help you gain valuable insights into your current customers and discover ways of reaching new ones. Content calendars, advertising plans and digital roadmaps keep everything moving forwards. And by setting goals and objectives at the very beginning of the process, everything has a singular direction and something to measure success by.
SOCIAL, SEARCH & SHOWING OFF
Once everything's in place it's time to get noticed. I can make sure your on-site content speaks to humans and search algorithms alike - an SEO strategy will keep your blog relevant, fresh and easily found. Link-building, digital PR, influencer campaigns and subscriber emails all work in concert to increase your visibility and drive traffic to your website, with a mixture of paid and organic social media getting your business in front of the right people. I'll also help you make sense of your analytics and offer up useful recommendations to keep everything on track.
For over three years I steered and developed the tone of voice for this fast-growing popular vegan food brand. Presiding over their social media channels as “the voice of Cauldron” from 2016 to 2019, I was also responsible for writing keyword-rich blog posts, on-site recipe descriptions, company-focused content and consumer emails, as well as heading up product launches and huge influencer campaigns such as Masters of Tofu and #LoveFalafel. Not only did I help drive an average of 50,000 users to their website per month, through a mixture of targeted paid advertising, organic community management and rich video content, I grew their combined social media following from fewer than 20,000 to almost 100,000 people.
Wanting to be known as one of the best energy companies rather than one of the biggest, Yorkshire Energy pride themselves on fair and sustainable prices for gas and electricity. I helped develop their brand from the very beginning, running a series of workshops to establish their core values and tone of voice, before going on to create the content for their B2C website. I executed a marketing launch plan across social media to help them land over 1,000 new customers in their first three weeks of operation. I developed a keyword-driven blog strategy in tandem with digital PR, driving traffic through on-site and off-site content. I also helped develop their B2B and partnerships offerings, along with the concept and copy for a series of adverts for the print and digital editions of the Waitrose magazine.
During the past few years I’ve worked on a number of creative digital marketing initiatives for this leading national car park company, including an interactive Christmas map and promotions for Valentine’s Day and Easter, each utilising a mixture of online and offline content. I generated email content, blogs and press for their electric vehicle charging and discounted season tickets, not to mention national coverage for their QR-powered free parking during the launch of the Victoria Gate shopping centre. I also assisted the development of a customer service team known as CitiPark Heroes, and created a parody April Fool’s Day video announcing the launch of left-handed ticket barriers - this included everything from the original concept, the script, filming and editing, as well as the accompanying social media campaign.
Back in the run up to the 2016 US presidential election, I was lucky enough to be involved in a true team effort to create this multi award-winning online quiz. Lending my copywriting skills to the on-site copy, I also wrote the script for the narration track, helped with the music selection, art directed the end-screen animations and - perhaps my proudest achievement - named the final version of the game. For the project launch, I wrote an in-depth case study and conducted a massive digital PR push. Not only did the site go on to pick up Site of the Day from both Awwwards and CSS Design Awards, my write-up was also featured on the AV Club, VICE Creators and the front page of Smashing Magazine.
Bringing together two established giants in the world of automotive data came with a host of challenges and opportunities. I worked closely with key stakeholders to evaluate the emerging brand and create a strategy to position them as a market leader. Starting by mapping out their vision and values, I went on to sculpt a new tone of voice and settle on a suitable, cohesive illustration style that reflected their future goals and suited their wide customer base. Following an extensive web audit, I wrote the on-site copy for hundreds of online pages, including their extensive product range, several distinct distribution sectors, about sections and a multi-faceted careers hub with social wall integration.
Liam is an exceptionally talented individual. He is naturally creative but teams that with being an effective problem-solver and a great strategist. It was a pleasure to collaborate with him on many high profile, high impact projects. His talent for brand development and copywriting is up there with the best I’ve come across. I would recommend him in a heartbeat.
Sarah Mace, The Joseph Rowntree Foundation
Few people can write well. Liam is one of those few. He possesses passion and ability in abundance; someone who is genuinely excited by the idea of crafting the perfect headline, or framing copy to win the hearts and minds of audiences. He is also one of the most knowledgeable branding experts I've had the pleasure of working with. It takes someone like Liam to cut through the noise and provide the rarest commodity in marketing: confidence.
Antony Haddley, Music & Arts Production Charity
Liam is a 21st century master craftsman. His knowledge of digital marketing is second to none, covering everything from brand development and strategy through to copywriting, social, photography and video. His creativity and attention to detail is outstanding. If you want someone who is enthusiastic, forward-thinking and constantly innovative in the way he works, you won't go far wrong.