One of FreeAgent’s core customer segments is small business owners, whose livelihoods can be drastically affected by changes in the economy. 

A key pillar of the content strategy that Jessica led was to position FreeAgent as a trusted partner to customers through the inevitable ups and downs of running a business. 

Central to this strategy was the provision of up-to-the-minute news content and commentary on topics such as:

- new and evolving tax legislation - the provision of financial support from the government - rising energy prices    As Managing Editor, Jessica was responsible for ensuring that FreeAgent responded to this breaking news as and when it occurred. To this end, she executed and oversaw the production of a vast range of content and communications that told customers what they needed to know and provided them with practical guidance. 

As a result, customers came to see FreeAgent as a trustworthy source of help during times of uncertainty, and not ‘just a piece of software’. During the pandemic, FreeAgent was commended by a national newspaper for ‘going the extra mile’ by providing business owners with this incredibly helpful content.

CaseCoach is the world’s number-1 case interview preparation platform for candidates who are getting ready to interview at top consulting firms like McKinsey, Bain and BCG. 

Despite being the market leader - and having an impressive amount of content published on its blog - CaseCoach’s share of search traffic was low compared to other players in the market.

The problem? The content hadn’t been optimized for search or planned strategically. 

Jessica led a large-scale content curation and optimization exercise to address this, devising a strategic approach to restructuring CaseCoach’s content offering and aligning it to keywords.

After eight months of intensive writing, editing and optimizing, Jessica had helped CaseCoach to win back a large share of search traffic and to claim an equivalent volume of traffic to one of its biggest competitors.

Evolving tax legislation in the UK saw a new customer market open for accounting software platforms in 2022. In response to this, Jessica devised a content strategy to begin raising awareness of FreeAgent among this new audience ahead of the launch of a new product.

Jessica did this by:

- leading the creation of an area of the FreeAgent blog dedicated to the new audience - devising an SEO-driven content plan for the new blog area - creating and overseeing the production of blog content, educating the team on how to write for this new customer segment - crafting a journey to take users from the blog to the pre-launch sales page of FreeAgent’s product for the new audience

Jessica’s content strategy helped to build a healthy pipeline of customers for FreeAgent’s new product several months before its launch.