Manic Tackle Project
Manic Tackle Project is the Australasian market leader in fly fishing distribution and retail, championing the world’s most influential fly fishing brands. Their ethos is to demonstrate expertise in the category with a primary focus on enabling people to be better anglers themselves, further enriching their experiences on the water. Manic represents twelve individual brands which demands an ability to seamlessly switch brand tone and demonstrate a thorough understanding of pursuing global brand goals locally and catering to unique customer profiles.
Having almost a nine year history of working with Manic Tackle Project in a marketing capacity I have more recently moved into a contract position narrowing my focus into content strategy and CX writing.
Content Strategy, CX Writing, SEO
Manic Tackle Project
In early 2021 I worked in conjunction with developers to migrate Manic’s decade plus old website to a new Shopify platform which was a balance of interpreting Google Analytics data to cull content deadwood, identify high value/evergreen articles, and repurpose existing pieces to suit the new content strategy. Additionally, I ensured each brand partner was represented correctly and had a solid SEO strategy in place. From a technical SEO standpoint it was a substantial undertaking to tidy up a decades worth of outdated tech, linking and content changes in order to ensure the site moved forward with a clean SEO framework.
I created a fresh content strategy that focuses on higher quality, SEO optimised informational articles that are designed to better satisfy user intent, enabling anglers to find the resources they are looking for that will help them better enjoy their time fly fishing. Using a mix of content topics and silos I ensured Manic built an appropriate mix of awareness, consideration and transactional touch points. Considered content mapping using platforms such as Youtube, Facebook, Instagram, and EDM meant Manic is now playing to each channels strength, customising messaging to suit, and making the most out of each content communication by maximising distribution opportunities. My work with Manic Tackle Project also involves comprehensive CX writing output across multiple channels and mediums, again demanding an ability to move from brand to brand as well as conceptualising copy direction for Manic’s in house brands.