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The Paybak team at a live game

Graham Gorton

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About me

About me

Hi, I'm Graham. I'm a content and digital specialist with more than 20 years' experience making complex things clear, accessible and well designed.

I work with subject experts, founders and international teams to turn dense material into web content people can use, for audiences from a global child-protection network to fans of some of the world's biggest trading card games.

Most recently I spent four years leading communications for a volunteer-run events organisation. I have a PGCert in International Marketing from Queen Margaret University.

Selected work

Websites, content and campaigns, with the most content-focused work first.

Child Helpline International

Global website and content strategy

Olyseus

Clear content from dense technical data

Upper Deck

Multilingual web content across Europe

Podium

Content lead for a live competition brand

Paybak

Content, brand and campaigns for a live music quiz app

Lead Generation

Web copy and content for finance clients

How I work

  1. Briefing

    I start by agreeing who the content is for, what they need to find out or do, and what the piece has to achieve.

  2. Working with experts

    I spend time with the people who know the subject best, whether that is founders, technicians or rights holders, until I understand the material well enough to explain it.

  3. Drafting

    I write in plain English, put the most important information first, and structure pages so they are easy to scan on any screen.

  4. Review

    Subject experts check the facts, and I make sure the meaning stays clear through each round of changes.

  5. Publishing

    I build and publish pages in a CMS such as WordPress, with clear headings, useful link text and descriptions for images.

  6. Measuring

    After publishing, I use Google Analytics and search data to see how people find and use the content, then improve it.

Tools: WordPress, Google Analytics, SEO, Figma, Adobe Creative Suite.

Writing sample

My PGCert research paper, LGBTQ+ Innovations in Marketing + Behaviour (Queen Margaret University, 2023), explores the current state of LGBTQ+ marketing through case studies of Savage x Fenty, Mastercard and Starbucks.

Read the research paper

Contact

I'm based in Edinburgh. The best way to reach me is by email.

Also worked with: Sky, Marvel, DC Comics, World of Warcraft, Yu-Gi-Oh!, Intel, Liverpool FC, Everton, SCVO and Scottish Enterprise.