Case Study A digital marketing agency

Streamlining digital marketing training for a leading professional body

Background

Zoetecha, led by founder Zoe Hartill, was commissioned by a digital marketing agency in the UK to design and develop key digital marketing course content for a prestigious professional body in the UK. Acting on behalf of the agency as a ghostwriter and course designer, Zoe created engaging and research-backed content that updated an existing digital marketing module and introduced a brand new module too. The professional body, which offers a widely recognised qualification, required course material that reflected current industry trends and catered to a diverse, global audience of digital marketing professionals.

As a representative of the agency, Zoe seamlessly became part of the team, working behind the scenes to deliver high-quality course content without direct involvement with the client. The content needed to be updated to reflect significant industry changes and be accessible to learners, including recent graduates and new professionals.

Challenges

Several challenges shaped this project:

• Tight turnaround and budget: With a limited budget and a need to make a profit, the agency required a quick turnaround. While they could have done some of the work in-house, they needed expert content that was delivered efficiently.
• Limited brief and no formal onboarding: The project began with minimal briefing, and due to the agency’s busy schedule, there was no formal onboarding or scoping meeting. The content had to be developed based on brief email exchanges, requiring quick adaptation and responsiveness.
• Balancing technical and accessible content: The content needed to strike the right balance between covering technical digital marketing concepts, such as SEO updates and privacy laws, and ensuring it was approachable for learners at an entry-to-mid level.
• UK-specific vs. global content: The course had to cater to learners worldwide, meaning some sections needed to be adjusted to be less UK-centric, particularly around laws like privacy and data protection.
• Seamlessly integrating into a new team: As the agency’s team was busy with other projects, Zoe needed to quickly adapt to their working processes and match their clients’ tone and style while maintaining a consistent, high standard of content.

Our Approach

At Zoetecha, we pride ourselves on creating tailored, research-driven learning content that engages learners and drives results. For this project, we focused on delivering comprehensive yet approachable digital marketing content that could be used in e-learning formats. Our approach included:

• Expert, research-backed content: Drawing on Zoe’s expertise in digital marketing and course design, the content was thoroughly researched to reflect current industry trends, such as SEO updates, Google’s evolving algorithms, data privacy, and the rise of AI. Zoe’s deep knowledge of the subject matter allowed for highly relevant content that met the needs of the target audience.
• Engaging, interactive content: Zoe created a range of learning resources, including case studies, videos, podcasts, and other interactive materials, to break down complex topics and make them engaging for learners. This was the first time the professional body had included such interactive elements in their course, which enhanced the learner experience.
• Balancing technical depth with accessibility: The course content introduced learners to important digital marketing concepts without overwhelming them with technical details. Zoe ensured that learners could understand key strategies and terminology, empowering them to have informed conversations with clients in real-world scenarios.
• Adapting to client needs: Throughout the process, Zoe was flexible and adapted the content to meet changing requirements. For instance, the second module, which introduced email marketing, needed to be adjusted to remove some UK-specific content in favour of a more globally relevant approach. The adjustments were made quickly, meeting the client’s needs without compromising quality.
• Integrating into the agency’s team: Despite not having a formal onboarding process, Zoe quickly adapted to the agency’s workflows and team dynamics. As a ghostwriter, she worked as part of the agency’s team without direct involvement with the client, ensuring that the content met both the client’s needs and the agency’s standards. Our ghostwriting services integrated seamlessly into the agency’s processes and we were able to deliver the content without the need for extensive direction or meetings, ensuring the project moved forward smoothly.

Results

The project was a success, with the client expressing high satisfaction with the final outcome. Key results included:

• Timely, high-quality delivery: Despite tight deadlines, Zoe delivered all course modules on time, meeting the client’s expectations. The first updated module was approved without any amendments, a rare achievement when working with a new client and agency.
• Engaging, interactive learning resources: The inclusion of multimedia resources such as videos, podcasts, and case studies significantly enhanced the learner experience, making complex digital marketing topics more engaging and accessible.
• Client satisfaction: The agency was impressed with the final results, particularly the seamless integration of Zoetecha into their team and the quick turnaround times. They praised Zoe for her ability to deliver high-quality work while fitting in with both their processes and the client’s requirements.
• Positive feedback on collaboration: The agency provided verbal feedback that they would definitely consider working with Zoetecha again on future projects, citing Zoe’s ability to integrate quickly into their team and deliver content that exceeded expectations.

Why Zoetecha?

At Zoetecha, we specialise in creating bespoke, high-quality digital marketing training content that caters to the needs of both learners and businesses. We work with agencies, training providers, and professional bodies to deliver content that is research-driven, engaging, and accessible. Whether you need SEO-optimised copy, e-learning content, or course design for digital marketing programmes, Zoetecha can help you provide value-driven training that meets the evolving needs of your audience.