Content development


Creating and localising content and copy for a nurture campaign.


Blackboard were looking for a new content email campaign to inform audiences about a solution that had recently launched called Ally focussing on the topic of ‘accessibility’. The brief was to research the topic and review existing U.S. centric whitepapers, e-books, an infographic and a series of twelve blog posts. Following this, I adapted the assets to an international audience and updated all the InDesign source files.


To begin with, I conducted desk-based research on ‘accessibility in higher education’. I identified trusted sources to gather statistics and references from EMEA, APAC and LAC. After this, I reviewed the existing copy and made amends to produce localised blog posts, whitepapers and an infographic. Finally, I returned the original artwork files with all the copy changes, and images updated ready for digital distribution.

"Penny focuses both on research and execution with equal balance. She always keeps the customer point of view constantly in mind and brings relevant ideas and suggestions to all of our projects.”
Accessibility whitepaper
Accessibility whitepaper

Blackboard wanted to outsource the project to a content writer who could understand their audience, extensively research the topic, and take complete ownership of adapting the copy and the artwork. I was able to write with clarity.  Importantly, I understood the topic and could communicate how Blackboard supports the inclusive classroom, both inside the classroom and beyond.

With my specialist knowledge of the higher education sector, I have created, localised and edited content on topics including:

  • Learning analytics
  • Technology adoption
  • Institutional agility
  • Improving administrative efficiencies
  • Personalising the learning experience
  • Online collaboration

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