NCS

Role: Copy Lead

Responsibilities:

  • Copywriting

  • SEO

  • Improving internal processes

Implementing SEO best practices and improving internal processes at a government arm’s length body.

Internal Processes

I identified various opportunities to improve and streamline internal processes. Examples include:

  • Templates for CRM emails. I created templates which improved efficiency and saved the team time, stress, and misunderstandings.

  • Glossary and writing guidelines. I co-created a document to improve organisation-wide consistency on language and terms.

  • Tools for collaboration. I introduced various tools to enable and improve collaboration. These included Figma for prototyping, crazy 8’s ideation sessions, and cross-department project reviews.

  • Inclusivity workshops. I co-created and ran a network-wide workshop on inclusivity with a focus on neurodiversity, teamwork, and feedback.

SEO Best Practice

By implementing SEO best practices, the CTR increased over a six-month period from 1.61% to 4.17%, and the engagement rate rose by over 30%. My approach included:

  • Using metadata to optimise for the search terms people are using.

  • Creating new content formats.

  • Creating SEO-informed content templates and blog skeletons with clear content hierarchies.

  • Raising the understanding of the importance of SEO across different departments.

Creating good quality content is key to SEO, which is why I developed a revamped ‘NCS Writers’ Club’ and a new blog format called ‘Been There, Slayed That’.

NCS Writers’ Club

I created a new version of Writers’ Club which resulted in higher dwell times and engagement rates on the blog, and increased efficiencies for the internal team.

The Goals

There were two goals:

  1. Increase the number of high-quality blog submissions that will resonate with the NCS target audience.

  2. Embody the strategy of NCS: helping young people grow their strengths.

The format

I ran the new format as a six-session trial:

  • 1 x Intro workshop

  • 4 x Q&As with professionals

    • Developing your storylines with Joe Dunthorne

    • Finding your voice with Monika Radojevic

    • Editing your work with Lemara Lindsay-Prince

    • Boosting your readership (SEO) with RocketMill.

  • 1 x wrap-up and feedback session

Young writers could submit a writing sample to gain their place. I created various resources to support them:

  • Written summaries of the Q&A sessions

  • Blog writing guidelines

  • Blog skeletons

The Outcomes

I designed a short anonymous feedback form to gain insights to inform the next iteration of the NCS Writers’ Club. The feedback showed:

  • 100% of respondents wanted to continue writing for the NCS blog.

  • 100% of respondents would recommend the Writers’ Club to others.

The blog submissions that resulted from NCS Writers’ Club led to an improved performance on the blog:

  • Higher dwell time. Some of the Writers’ Club blogs had a dwell time 3x higher than the average.

  • Higher engagement. Many of the Writers’ Club blogs featured in the top 5 blogs of the month.

There were also benefits for the social team as, because the submissions were of a high quality, the social team had to spend less time on editing.

Been There, Slayed That

To encourage more ‘real’ (and easily digestible) content from young people about their NCS experience, I introduced a new blog format called Been There, Slayed That.

The Goal

There was one clear goal:

  1. Increase authentic youth voice on the NCS blog.

  2. Create engaging content about the NCS experiences.

The format

The format consisted of six questions:

  1. Why did you decide to go on an NCS experience?

  2. What did you most enjoy?

  3. What did you find challenging?

  4. If you could do it all again, what's one thing you'd do differently?

  5. Which memory from your experience will stay with you for life?

  6. If you had to sum up your experience in three words, what would they be?

People could submit their answers (and photos/videos) via a simple form on the website.

The Outcomes

This blog format proved a hit, with enough young people submitting their answers to allow for an ongoing weekly series.

  • The format regularly made it into the top 5 blogs of the month.

  • The format requires minimal editing so it’s a quick turnaround and an easy way to bring authentic youth voice to the NCS blog.