About
Hi! I’m Nicole.
After university, I backpacked across Europe because, and I quote my parents, “you have the rest of your life to work”. So, my second-hand 35L Deuter backpack and I trotted about Europe for three months.
Along the way, I started my travel blog, Next Train Out and found myself spending hours building the site, obsessing over typography, messing around on Photoshop and writing, a lot. Working on my blog got me noticed by a friend who suggested I applied for a content marketing position at a Swiss tech startup.
Today, I’m a Marketing Consultant for SaaS and tech-focused companies, helping them develop and execute content marketing strategies to support lead generation, sales, customer success and product development.
the
content
Process
User empathy is developed by understanding the frustrations that lead your users to buy your product, and then dedicating time to work with product teams to improve the user’s long-term experience. These insights are developed over time through regular user and market research.
Product knowledge is understanding the product you’re selling - it’s strengths, benefits, kinks and flaws. This comprehension is developed through competitor research, constant use of the product and occasionally bugging CSM, PMs and developers with silly questions.
User empathy + Product knowledge = Valuable and relevant content that improves the customer’s journey
Professional
Work
Written content
Now that we’re online, tour and activity companies need better solutions (Lessons learnt at WTM)
2017 Travel Trend Report (ranks high on Google)
Find my updated portfolio here >>
Webinars hosted:
8 steps for tour and activity operators to build a global brand [Oct 2018]
How to work with incoming tour operators, a panel presentation with Norway’s top ITOs [May 2018]
How to increase booking conversion rates [March 2018]
How to write content that converts browsers into booked customers [Nov 2017]
Online courses
Email course: DIY website upgrade
Tour and Activity Business School (a free and open course consisting of webinars and exclusive articles with industry professionals like the COO of Sandemans New Europe)
Interviews
I speak to Web Certain TV about content marketing in the travel industry and highlight what to consider when embarking on a content marketing strategy and determining what kind of content to create. [Nov 2017]
I was featured in an online course by Female Founder Space based in Berlin. I spoke to them about building landing pages from scratch. [Sept 2020]
Creative
Work
Contribution to various websites:
Dear Western Digital Nomads: What I Really Want To Tell You About Southeast Asia [Jan 2021, Zafigo]
Craving a Slice of Home Away From Home [Sept 2020, Days To Come travel magazine by TourRadar]
What we learned: Web Summit 2016 on diversity, developing countries, and conscious tech [Nov 2016, Tech Wire Asia]
Contributions to Wait A Minute Now, a content site for South East Asian women.
Work with ME
I’ve spent the last 5 years helping startups and small businesses take their marketing strategies to the next level. Are you a startup, marketer or product manager looking for help with your marketing strategy?
Inbound marketing and content strategy
Product positioning and strategy
Blog writing, website copywriting, email marketing
Long-term communication strategy and brand development
Marketing operations and backend setup
UX copywriting