Towergate Insurance is Europe’s largest privately-owned insurance firm. They hired me to launch Smartlandlord, an innovative portal for buy-to-let landlords.
This multi-million pound project was a big technical challenge in a regulated sector. It included news and advice channels for property investors. But it also combined tenant referencing, insurance quotes and other useful tools. Smartlandlord used a tailor-made version of SharePoint as its content management system.
I spearheaded the news editing, content creation, social media content, web content writing and editorial content production. I did user research and sector analysis. I commissioned SEO content from specialist property writers. I recruited and managed 8 content managers, writers, UX designers and SEO specialists. I trained them in content marketing and community management. I developed the editorial calendar and used Google Analytics to analyse web metrics. I also did graphic design for reports and Marketing materials and took part in trade shows.
I also did copy writing of press releases and property sector commentary. A top PR agency helped us with content distribution to get coverage in the FT, Property Week, Reuters, Press Association and other media.
We used external agencies to help us with branding, PR and SharePoint at first. To reduce our burn-rate, we later did much of this in-house. This included video editing and photography selection.