Digital Content Specialist & Brand Strategist
Hello! I'm Will.
I help brands connect with their ideal customers, to create loyal advocates and ensure repeat business.
Looking for services?
I've worked with and delivered results for a variety of businesses, from start-ups to multinational corporations, and I specialise in a range of disciplines, from copywriting to content marketing to SEO to brand strategy - and more!
Looking for a candidate?
If you're a recruiter or head hunter you can see details on my salaried employment further down - I'm currently quite settled but always open to hearing about new opportunities.
References are at the bottom.
I can offer expert advice and ongoing support in a range of areas.
Extensive experience has given me a results-driven mentality - I help you to laser in on the things that should be done in the vast sea of things that could be done!
If you'd like to pick my brains feel free to drop me a line using the contact button at the top. We can then schedule in a kick-off call (for free) so I can learn about the challenges you're facing, and give you a top line on some of the ways I can help you overcome them.
Find out a bit more about some of my specialisations below, and the general approach I take.
I can work with you to help define what goals your content should be achieving for your business, whether that's increased brand awareness, more website traffic, additional sales or leads, or something else.
Once we have your goals figured out, I can help you put together a plan of action to achieve them through the production of high quality content that's true to your brand.
Websites can be messy affairs that result in a confusing user experience, meaning potential customers spending less time on your site and turning instead to your competitors.
I specialise in turning chaos into clarity, organising site structure into clean and clear user flows, ensuring the right people end up in the right place, helping you get the sales you need and the leads you want.
SEO has transformed over the last decade from a niche area of digital marketing to a central component, and I've been there for the whole ride, picking up the most effective techniques along the way,
Through content audits, keyword analyses, site architecture review and a host of other things, I can help you build a rock solid SEO strategy that will ultimately move you up the rankings.
In a data-driven world that demands constant and immediate results, long term brand building is all too often left by the wayside in favour of short term tactics, like sales.
This is a huge mistake and is often the line between businesses that survive long term and ones that don't. I can help you avoid this mistake.
I've worked on digital marketing teams throughout my entire career, which has given me a wide-ranging general knowledge of all key disciplines, from paid ads to organic social to multichannel campaigns.
I'm all about cutting through the fluff and focusing on what actually works, and measure results by ROI.
Media & PR
I'm an NCTJ-qualified journalist and as such well-versed in the media landscape, and know first-hand how effective well-placed stories can be in growing brand awareness and all-round credibility.
I can help you to create a media, PR and general outreach strategy, to get your brand featured on third party platforms.
I've had words published in a variety of publications, including the Guardian, Huff Post, Time Out, Rough Guides and Lonely Planet. Occasionally my writing causes quite a stir, like the time I said South London's Tooting was a cool neighbourhood and every media outlet in the land weighed in.
If you'd like to speak to me about an article or content project, feel free to get in touch using the contact button at the top. I can produce quality work at volume. Most of my published work is related to travel in some way but I can turn my pen to anything if it interests me - and I'm an easy person to interest!
Below you can find links to selected articles.
Brand Manager (2021-present)
Develop & lead brand awareness marketing strategy & campaigns; oversee content strategy & manage production; pursue PR opportunities & act as spokesperson for brand; drive customer research to improve engagement.
Global Content Manager (2019-2021)
Planned & delivered global content strategy to drive engagement & conversion across StudentUniverse sites internationally; significantly improved quality of existing content & brought clarity, consistency and efficiency to new output.
Head of Content (2016-2019)
Oversaw all web operations & briefed developers; made SEO central to content strategy; promoted brand externally as spokesperson & writer; project-managed site rebuild & redesign; increased monthly organic traffic from 100,000 to 500,000.
Content & Social Media Manager (2014-2016)
Managed & reported on content & social strategies; sourced & managed team of freelance writers; made UGC central to editorial strategy; wrote award-winning History of Travel & viral news story, which brought 1m+ visitors to site in a day.
Content & Social Media Specialist (2013-2014)
Drove engagement & generated audiences for social channels; worked across departments to deliver content and social campaigns; grew Facebook audience from 3000 to 60,000 and increased monthly blog traffic from 2000 to 8000.
My Guide Network
Assistant Editor (2012-2013)
Managed & mentored team of intern writers; ran content audits for franchised sites & gave editorial consultation; instrumental in building network of blogger brand ambassadors, resulting in organic backlinks & brand promotion.
Content Writer (2011-2012)
Wrote feature articles, general web copy & guest posts for other blogs & brands; helped establish social media presence; improvements to overall quality of content, enhancing brand credibility & engagement with audience.
I run this non-profit community website in my spare time, having created it during the first lockdown of 2020, to help people in my local area get out and explore the surrounding countryside on foot. It seemed like a useful resource to put together at a time when most other freedoms were heavily restricted!
The site was well received when it launched - it attracted over 20,000 visits during its first week and was featured on the front page of the local newspaper - and it continues to be popular.
I've been fortunate to work with and learn from some incredibly talented people in my career - you can hear from some of them below about what they think of me,
These references are mainly focused on my editorial abilities but you can see snippets from other disciplines, like SEO and project-management.
On the Go Tours,
I have to say it was an absolute pleasure working with Will. He has this uncanny ability to cut through to the core of a subject and find a quirky engaging fact or anecdote that can really draw the reader in and relate to their personal experience. He writes beautifully.
As a MD of an international travel company I come across a lot of content producers but few are as honest, earnest and frankly likeable as Will. I would use Will again and again on project work.
Global Director, Digital Content
Over the years I’ve known Will as a friend, colleague, writer and editor, his words have provided me with an enormous amount of inspiration, not just in their content but in the way he puts them together.
And then there’s his unique sense of humour too. Few people can make me snort uncontrollably with laughter in the way Will can. A fantastic writer, and a total pleasure to work with too.
Chief Technology Officer
I had the pleasure of hiring Will Jones and working with him for a couple of years, during which time he demonstrated a serious aptitude for content strategy.
He’s an exceptional writer but his thinking goes beyond the ‘what’ and extends into the ‘why’. He views everything he does holistically, using data and sound SEO knowledge to back up his journalistic approach. I thoroughly recommend his services.
I’ve been fortunate to work with many talented copywriters over the years, and while most can nail a brief, Will is one of the few who can take his copy to the next level. Able to combine both a compelling narrative and injecting personality and humour, he’s a reliable pair of hands who knows how to deliver.
A team player with a wicked eye for detail and a drive to go that extra mile to get the job done - even if that includes an on-location bungee jump - Will is a major asset to any project he sets his hands to.
Working with Will has been both a pleasure and richly rewarding for the business. Will is not only one of the best copywriters I've ever worked with, he's also developed his skillset to become a leading technical and content-focused SEO.
He led Gapyear.com through a huge rebuild process (with SEO equity retention as the key priority) with such success that within six months of completion, the site's organic traffic was outstripping previous records, despite the massive architectural, design and content overhauls.
Sales & Marketing Manager
Will is not only a thoughtful, hilarious and conscientious writer, he's also a highly professional and impressive person to work with. Having worked with Will in the past and being a huge fan of his writing style, I approached him for some freelance work to help me launch a Dutch start-up travel company into the UK.
I explained to him the importance of the new brand we had spent nine months developing in The Netherlands and how imperative it was to capture its essence and relay it for the British consumer. This was a hugely challenging feat, considering the immense cultural language difference from Dutch to English and the pressure I was under to keep the authenticity of the brand alive.
Immediately, Will not only understood the brand we had created in The Netherlands, but magically transferred it onto paper for our UK consumers. The writing he created for us was current, engaging and really funny without being provocative, which is exactly the style we needed. His delivery was on time and his communication throughout perfect. Will’s ability to adapt his writing style for the appropriate audience, while keeping his personal idiolect present, is one of the reasons I decided to work with him and he did not disappoint. I’d recommend him to anyone and would work with him again in a second.
Will Jones is one of the most talented writers I've ever had the privilege of hiring and working with. Not only that, but he is a total gentleman and will give every endeavour he's involved in a hundred and ten percent.
VP, Digital Strategy
Will is a very talented SEO specialist and SEO content writer. He has a knack for conducting website content audits and delivering thoughtful, unique pieces of content that perform above competitor websites in search engines.
His skills in SEO copywriting set him apart from his peers due to his level of integrity and authenticity. He has been an irreplaceable asset to my SEO and content needs - any business would be lucky to have him on speed dial!
Deputy Lifestyle Editor
Will is an absolute joy to work with. He was an integral member of our team at the start-up where we first worked together, responsible for great ideas, strong copy, and has a great eye for editing. He always made time to help others with their work too. An all-round great person to work with.
I had the pleasure of working with Will on the relaunch of gapyear.com, a site that had spanned two thirds of our life spans and evolved into something that most project managers and developers were too scared to touch. The 200k+ pages, the terabytes of content, the 100k registered users and the antiquated content management system pushed the boundaries of even the most qualified digital project managers, let alone someone with the role of Head of Content!
The project twisted and turned through highlights and challenges but what didn’t waver was Will’s commitment, versatility, expertise and continued love of learning. Will should be hugely proud of what he achieved with the relaunch of gapyear.com and beyond. His unique combination of creative and commercial capabilities will make him an indispensable member of a number of teams and I have no doubt that he will elevate many exciting and influential projects in the future.
Will has produced excellent quality work for Lonely Planet. His articles on London (both new and updated ones, along with stories for our Travel News team) are some of the website's most viewed pieces and this is largely down to the high standard of the writing - his copy pulls off the tricky combination of being both knowledgeable and entertaining.
His reviews of restaurants, bars and things to do are equally good, and he's always willing to help out with any ad hoc requests. On top of that, he's very easy to deal with, always communicating in a friendly, professional way.
I worked with Will for over two years and in that time not only thoroughly enjoyed working with him, but was continually blown away by his dedication to good SEO and content practice.
He somehow managed to find time, around a full time job, to audit an entire site and propose a completely new, logical and well optimised site structure, without appearing to break a sweat. His professionalism is second to none.
The Travel Hack,
Will is a joy to work with. He's fun and creative whilst also being meticulous and hard working. Any team would be hugely fortunate to have him on board!