As a Senior Copywriter and Content Creator at Betway Group, I lead the development and implementation of comprehensive content strategies, ensuring alignment with global tone and keyword strategies. I generate creative and genuine content ideas for social media (Facebook, Twitter, Instagram and Youtube) and blog platforms, producing engaging articles, infographics, illustrations, and videos tailored to our target audience and sports events.
In my role, I also plan and execute social media posts, plus reporting the results obtained. I team up with internal, external graphic designers and illustrrators to shape our social media visual presence and independently create and edit visuals using Adobe Photoshop and Premiere when needed. Additionally, I lead the production of video sports related content through an external agency, overseeing all steps from content creation to visual imagery and channel optimization, ensuring high-quality and engaging video content for several channels like Youtube or Reels.
Firstly, I showcase some of the top social media content we have created over the past few months. I primarily highlight our illustrations, which are originated from my ideas and were executed by our external illustrator. Some of these, such as the first one replicated by Spanish football legend Iker Casillas, have inspired key industry figures. This album also includes other business as usual content that aligns with Betway's mantra and social content goals.
Below, I showcase some articles I wrote for the blog I coordinate. Most articles, however, are briefed to an external agency based on the sports calendar and available budget. The blog's aim is to drive traffic to the product site and serve as a SEO hub for relevant business keywords.
Before the Qatar 2022 World Cup, we launched an ambitious project targeting YouTube, releasing a weekly sports program in collaboration with a production company. Although the outcome was not as desired, we gained valuable insights in terms of content and cost-effectiveness. Additionally, we observed its impact on our competitors.
This past season, we shifted our format to a shorter, more engaging content targeting Instagram Reels. We produced enjoyable short videos with sports tips, often created on-site during the tennis tournaments we sponsor, such as the Mutua Madrid Open.
Lastly, at the beginning of this year, we launched social media profiles for a live scores platform released globally. The goal was to drive traffic to the site and navigate tough regulations regarding content creation as a bookmaker. We developed the entire strategy, including the look and feel for the BW Scores social media profiles, from scratch.
Recently, we created short videos as a business case prior to major Spain games during the EURO. These videos combined my scripted voice-over with pictures and stats, and the engagement has been very satisfactory so far.
