Maddy, our Content Executive, crafts the words and visuals that lift brands.
In every client brief, you’ll see her signature: compelling content paired with standout graphics. She leads with her heart, blending kindness with top-tier professionalism. And when she’s not nailing client work? She’s delving into all things witchy
She plays many roles at MP&Co, most notably influencing our creative direction. But she’s also a cat lover, avid reader and ruler of online realms.
To know us is to know Georgina. She’s responsible for bringing your content strategy to life, creating impactful content and making sure your business gets the exposure it deserves, in the right places at the right time.
“The urge to write has always been there.”
By age 11, Georgina had already written two fantasy books. She laughs at them now (especially the Microsoft Paint covers) but let’s cut her some slack, she was a small person with a big imagination.
She studied English Literature at Hull University. During that time, she also wrote for a gaming magazine and two notable gaming websites, Kotaku and GamesRadar.
After university, she spent two years living in Thailand as an English tutor. There, she pitched ideas to travelling magazines. Rejection was part of the pitching experience. But it only challenged her to search for better angles and stories.
Fast forward to age 25, she did a copywriting internship with Helen Dibble who was “instrumental” in her writing development. Georgina then started her own copywriting business in 2017 and connected with Mike Pye. She worked as a freelancer for clients through referrals, with most of her work coming from word of mouth.
We managed to snap Georgina up at MP&Co in 2023. In her words, she gets to “be a concrete part of the best team I’ve ever worked with, focus on training clients, create content strategy and work on projects driven by a strong purpose.”
She’s also training to become a counsellor and volunteering at helpline. “Because helping others is cool,” she says. It’s also another way she brings purpose and empathy into her work, enriching her approach to content.
Now you’ve got a feel for her past, let’s talk about her present.
What does ‘Head of Content’ entail?
Basically, if you can read it, Georgina most likely had an input.
Georgina specialises in B2B communications. She LIVES for a challenge and loves doing extensive research for a piece.
She enjoys helping businesses portray their complexity in a clear and engaging way that’s accessible to their customers. She takes great care to build trust and credibility.
Georgina has no favoured industry, it’s the people that bring her joy. It warms her heart when business owners just ‘get’ the value of marketing and content strategy. When they invest in the purpose of their marketing, happy to rely on the experts to get the best outcomes, gosh, does she love it. She says, “They are the type of people and relationships that have the biggest impact on the success of the marketing campaigns.”
How does Georgina make sure a client has the perfect content strategy?
She says, “There’s no such a thing as a perfect content strategy, but there is such thing as the right content strategy – it’s all about having that very deep understanding of their business, their customers and what they’re trying to achieve. This can only be achieved when working collaboratively with the client and our wider team of specialists.”
Collaborating with brand experts, marketing strategists and SEO specialists form the base of her work. They work closely together, sharing insights into the client’s brand positioning, marketing trends and competitors. This lays out what a business needs to achieve to succeed with their marketing.
Step 1 – Understanding your target audience, demographics, personal preferences, pain points and interests
Step 2 – Assessing commercial goals, whether that’s creating brand awareness, driving website traffic or generating leads. It’s important to make sure your objectives are engraved into your content strategy, as every piece of content should serve a purpose
Step 3 – Aligning your content strategy with your brand identity and tone of voice to maintain consistency and create authenticity across all communication channels
Step 4 – Reviewing existing content to identify weaknesses and gaps, which informs us which areas to refine and improve
Step 5 – Creating content calendars and campaigns around specific industry topics, updates, products or services. It might not be limited to blogs and content; it could be podcast ideas and events
To measure a campaign’s success, Georgina will look at qualifying marketing leads (QML). However, content alone rarely results in new leads. All content needs to be backed by an effective lead generation strategy that encompasses various tactics such as SEO optimisation, social media engagement, email marketing. It needs to be shared, relevant and timely.
Luckily at MP&Co we provide all these services. We have all the tools and knowledge to measure the success of every campaign.
I asked Georgina what the most common mistakes businesses make when it comes to content creation, and how she would help you avoid them.
From a content creation perspective, she said, “writing content as a ‘tickbox’ exercise without thinking about its wider goals and how it relates to strategy is waste of time. Because content should help your business grow, not just fill up space. By making sure each piece of content fits your strategy, you’re making sure your efforts actually pay off.”
From a wider lens, in today’s challenging economic landscape, it’s crucial not to overlook marketing or view it as expendable during budget constraints. She explains “Customers are more careful with their money now, taking longer to decide. They compare brands and expect a lot: a strong, appealing brand that meets their needs is just the starting point. You won’t get there without effective marketing.”
Take one of our long-term clients Tyler Grange. They’ve consistently invested in marketing and have undergone a rebrand during a recession. They’ve focused on prioritising their values and qualities when shaping their brand. They differentiated themselves and influenced others in their industry about how to approach marketing. Their directors have since created podcasts and taken part in global interviews about how to implement a 4-day week and become a B Corp. Tyler Grange is a leading environmental consultancy, in part because of this.
What sets MP&Co apart when it comes to content creation and strategy?
Georgina says, “We don’t write content for the sake of it. Every piece of content we produce has a purpose to achieve a specific goal by being high quality, engaging, on brand and relevant to the reader – which Google loves and helps you rank higher.”
As a team, we don’t swallow our personality. Georgina says, “We emphasise the human element in the content. Each of our writers has a distinct voice, fusing the client’s individuality with that too. Content isn’t generic, it has a ‘spark’ of humanity.”
“When it comes to strategy, we work collaboratively. We’re social media experts, brand experts, SEO experts, copy experts, videographers, coaches, financial advisors and HR advisors. There’s a carefully crafted level of multi-disciplinary synergy. Ensuring a comprehensive strategy that addresses each of our clients’ needs with precision and depth.”
Could your content benefit from Georgina’s expertise?
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