National Maritime Museum | Navigating SEO-Ready content
Company: National Maritime Museum
Industry: Museums / Charity
Location: UK
Type: Public
Platform: Drupal 8
Project skills:
Branding, Marketing Campaigns, Social Campaigns, Content Creation, Copywriting
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Industry: Museums / Charity
Location: UK
Type: Public
Platform: Drupal 8
Project skills:
Branding, Marketing Campaigns, Social Campaigns, Content Creation, Copywriting
Project:
Engaging and informative long-form copy on Britain’s sea-faring and pirate history - written to a journalistic standard for a diverse range of reading ages.
About:
The National Maritime Museum is Europe’s top destination for the history of seafaring and navigation, attracting over 2.5m people every year. I’ve worked with NMM for over 5 years on a series of campaigns, researching topics such as the Pirates, Rebel Women at Sea and British ‘heroes and villains’ such as Horatio Nelson and Blackbeard.
National Maritime Museum needed:
To get visitors to explore & engage with collections, stories and topics
To turn the website into a world-class destination for knowledge and insight into life on the seas
Copy that navigated nebulous historical topics such as The Slave Trade and Empire.
Work included:
Working with curators to choose a variety of engaging topics
Using SEMRush and Moz to understand popular long-tail keywords
Creating different forms of content and media that wove together complete stories
Fact-checking research with digital and library materials
Sensitive, concise and lucid copy that showed diverse perspectives to limit bias and discrimination
Use of Readable.IO and Wave to write copy and design pages within WCAG principles
Outcomes:
Within three months, NMM saw:
11.87% increase in traffic and engagement
Reduction in bounce rates for knowledge pages by 22.3%
Increase in average session times by 0.58s
Samples:
John Hawkins | Admiral, Privateer, Slave Trader
The Golden Age of Piracy
Were there female pirates?
What Were Nelson’s Last Words?
Engaging and informative long-form copy on Britain’s sea-faring and pirate history - written to a journalistic standard for a diverse range of reading ages.
About:
The National Maritime Museum is Europe’s top destination for the history of seafaring and navigation, attracting over 2.5m people every year. I’ve worked with NMM for over 5 years on a series of campaigns, researching topics such as the Pirates, Rebel Women at Sea and British ‘heroes and villains’ such as Horatio Nelson and Blackbeard.
National Maritime Museum needed:
To get visitors to explore & engage with collections, stories and topics
To turn the website into a world-class destination for knowledge and insight into life on the seas
Copy that navigated nebulous historical topics such as The Slave Trade and Empire.
Work included:
Working with curators to choose a variety of engaging topics
Using SEMRush and Moz to understand popular long-tail keywords
Creating different forms of content and media that wove together complete stories
Fact-checking research with digital and library materials
Sensitive, concise and lucid copy that showed diverse perspectives to limit bias and discrimination
Use of Readable.IO and Wave to write copy and design pages within WCAG principles
Outcomes:
Within three months, NMM saw:
11.87% increase in traffic and engagement
Reduction in bounce rates for knowledge pages by 22.3%
Increase in average session times by 0.58s
Samples:
John Hawkins | Admiral, Privateer, Slave Trader
The Golden Age of Piracy
Were there female pirates?
What Were Nelson’s Last Words?