Content & Blogs
Blogs & Content Strategy
Every blog I write starts with keyword research and search intent and ends with a piece that works organically across multiple channels. I produce 2–4 long form blogs per month at approximately 1,500 words each, publishing directly to wordpress and repurposing each piece into Pinterest pins, Instagram stories and social posts to maximise reach and commercial impact.
My content process:
- Keyword research, previously used GSC, SEMrush Ahrefs to identify search opportunities and content gaps
- Long form blog writing – informative, on-brand and structured for both readers and search engines
- On-page SEO – title tags, meta descriptions, heading structure and internal linking throughout
- Internal linking strategy to support site architecture and keep users engaged
- Evergreen content auditing and refreshing to protect and improve rankings over time
- Original photography and a curated image library mean visual content is never generic or stock-heavy
- Strategic repurposing – each blog becomes Pinterest pins, stories and social posts
- Category management and content tagging directly within wordpress.
Email Marketing
Email marketing sits alongside content strategy but demands its own thinking – a different rhythm, a different relationship with the reader and a different measure of success.
I have experience in the following:
- campaign strategy, copywriting and design
- Contact list management and audience segmentation
- Campaign scheduling and delivery via Klaviyo and Mailchimp
- Post-send performance analysis – open rates, click rates bounce rates and revenue attribution
- Campaign content aligned to blog and social activity for a consistent cross-channel message
Working Examples
Work produced during my time as a Freelance Digital Marketing Consultant for Westminster Stone – all content linked is publicly available on their website.
Chelsea Flower Show 2026: Garden Paving Trends to Inspire Your Outdoor Space
The brief: Chelsea Flower Show generates enormous search traffic every year – designers, homeowners and garden enthusiasts all searching for inspiration from the world’s most famous garden event. This blog was written to capture that intent at exactly the right moment, positioning the brand as a trusted voice in the conversation.
What I did:
- Used researched keyword opportunities around Chelsea Flower Show 2026 garden trends
- Structured the blog around three distinct trend angles – Brick Pavers & Sets, Reclaimed Stone and Contrasting Paving – giving it breadth and multiple entry points for different search queries
- Wove in expert commentary and product recommendations naturally throughout each section
- Included strong CTAs and internal links to relevant product pages to support conversion
- Repurposed key sections into Pinterest pins and Instagram content to extend the reach of the piece
- The blog also incorporates live event content and photography created on the day
Why it works::
It’s timely, authoritative and commercially driven without feeling like a product page. It serves the reader genuinely – giving them real trend insight and design inspiration, while naturally guiding them toward products. That balance is what makes SEO content actually convert.
Garden Inspiration: Behind the scenes with Dick and Angel Strawbridge at The Chateau
Dick and Angel Strawbridge – stars of Channel 4’s beloved series Escape to the Chateau chose National Trust Hidcote Flagstones and Yorkstone Paving for the renovation of their stunning 19th century French chateau. With millions of loyal followers and enormous brand reach, this was an opportunity to create content that went far beyond a standard customer case study.
The goal was to turn an existing customer relationship into a high-impact editorial piece – a behind the scenes interview that would resonate with Dick and Angel’s devoted audience, drive significant organic traffic and cement the brand’s association with premium heritage restoration at the highest profile level.
What I did:
- Developed the editorial angle – a behind the scenes interview format that felt personal and exclusive rather than promotional, giving readers genuine access to Dick and Angel’s story and thoughts
- Structured the piece to serve multiple search audiences simultaneously – Escape to the Chateau fans, heritage property owners, period restoration enthusiasts and garden design inspiration seekers
- Wove product references naturally throughout the narrative – the Hidcote Flagstones arriving at the chateau in Season 6, the Yorkstone walled garden pathway – without the piece ever feeling like an advertisement
- Captured and incorporated direct quotes from both Dick and Angel – including Angel’s line: ‘your paving matches everything… you have managed to create something modern yet old and it’s just genius’ – giving the content genuine authority and warmth
- Connected two family-run businesses with a shared passion for restoration and legacy – a narrative angle that resonated deeply with the audience of both brands
- Included product credits and internal links throughout to drive traffic directly to relevant product pages
- Repurposed key quotes and imagery across social media and Pinterest to extend the reach of the piece significantly beyond organic search
Why it works::
The most powerful marketing content doesn’t feel like marketing. This piece works because it leads with a genuinely compelling story – two people renovating a French chateau, building a legacy for their family, running a business – and lets the product find its natural place within that story rather than forcing it to the front.
Dick and Angel’s audience is enormous, engaged and highly aligned with the brand’s target customer – heritage property owners and restoration enthusiasts who care about quality, provenance and the story behind what they buy. That alignment made this piece exceptionally valuable – every reader was a potential customer.
Drought-Tolerant Courtyard Garden Ideas Inspired by the Blue Diamond Chelsea Show Garden
The brief: Blue Diamond are one of the UK’s leading garden centre groups – a significant B2B relationship worth maintaining and building on. This blog was created to leverage their Chelsea presence while targeting the growing search interest in drought-tolerant gardening, a topic with strong seasonal and climate-driven momentum.
What I did:
- Used the Blue Diamond Chelsea Show Garden as the editorial hook – making the content timely and newsworthy
- Structured the piece to serve multiple audience types – those inspired by Chelsea, those researching drought-tolerant planting and those actively looking for paving solutions
- Integrated product recommendations naturally throughout the design sections
- Included practical, actionable advice to give the piece genuine editorial value beyond promotion
- Strengthened the B2B relationship by giving Blue Diamond meaningful brand coverage
Why it works::
It demonstrates that content can serve multiple strategic goals simultaneously particularly B2B relationship management and product conversion – without any one of them feeling forced. This is the kind of joined-up content thinking that creates real commercial value.
