Joe Barnes

Content Director

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  • LocationUnited Kingdom

Projects

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About me

 

Me in 24 words: Highly creative content director and brand strategist. I build teams, I build brands, I build things people love to read, watch and look at. Specialties: Cross platform content, social brand and strategy, art direction (video and photography), talent development, trend spotting, commercial content partnerships, SEO. Bringing all this together to make content people care about.

Skills

 

  • Fashion
  • Film
  • Copywriting
  • Lifestyle
  • Digital
  • Project Management
  • Strategic Planning
  • Creative Direction
  • Online Campaigns
  • Print Campaigns
  • Popular Culture
  • Social
  • Client Management
  • Consumer Behavior
  • Creative Thinking

Work history

Currently

Content Director

Freelance

Apr 2016
  • Highly creative content director and brand strategist. I build teams, I build brands, I build things people love to read, watch and look at. Specialties Cross platform content, social brand and strategy, art direction (video and photography), talent development, trend spotting, commercial content partnerships, SEO. Bringing all this together to make content people care about. My clients include: The Chapar, Coachmag.co,uk, Dennis Publishing, Mr Hyde, Shortlist Media, Virgin Media Presents, Redwood. YouTube, ClarinsMen

2016

Editor

Men’s Fitness Coachmag.co.uk

May 2015 - Apr 2016
  • At Dennis, I was brought in to relaunch and stabilise the Men’s Fitness brand and build a digital content strategy for the weekly freemium Coach. Great content on any budget: On a lean budget, I put together and lead two separate teams to produce cross-channel content (print, video, social) for Coach and Men’s Fitness. I can story tell for any brand, sniff out what an audience wants (usually with the help of Instagram) and produce content that inspires. Engage on social: Under my leadership, in six months, Men’s Fitness Facebook grew 150% to 450k followers, engagement was up 4300%, and reach 4900% to 8 million a month. We also surpassed 100k followers on Twitter, and more than quadrupled our Instagram following. In that time we also launched a new weekly newsletter, Gym Punk, and an online fitness training programme. Content for search: In breakneck speed (four weeks) I recruited a launch team for Coachmag.co.uk, and ensured that all nav channels were populated. Our content was primarily built around keyword research, and for SEO, building a healthy traffic base of 50k uniques a month.

2015

Editor

FHM

May 2011 - May 2015
  • I lead the strategic overhaul of this world-famous lifestyle brand; repositioning it editorially with a new aesthetic and tone for a younger more aspirational audience. It was a diverse job: one minute I was directing a photoshoot with a Hollywood star, the next pitching a six figure content deal to a leading hair care company. Building a social brand: Under my leadership FHM became one of the biggest men’s lifestyle brands on the planet on social, with 4 million followers Facebook (from 200K) and a weekly reach in excess of 10 million. I also achieved significant engagement on Twitter and Instagram, and 2.6 million monthly uniques on FHM.com. Thinking creatively and commercially: I regularly worked directly with advertising clients on commercial content collaborations; from idea generation, to the pitch, to the final execution. I problem solve brands, finding what their challenges are and creating engaging content to overcome this. Working to any budget: I was responsible for overseeing the brand budget; never exceeded it during my editorship. I am proud of producing great content while getting the business from a six-figure deficit to break-even within 12 months of starting in the role. Great ideas (and lots more where they came from): I lead the idea generation for the brand; whether a concept for a fashion photo shoot, an unmissable headline, or a video brief. I use everything from tumblr, to fashion blogs, Pinterest boards, and Instagram accounts to aid with this process.

2011

Editor

Front Magazine Website

Dec 2006 - Apr 2011
  • I transformed what was a struggling magazine into a successful brand with a strong voice and clear identity. My drive and vision, and my team’s hard work, translated into improved sales and a rejuvenated brand in a hugely challenging sector of magazine publishing. I was responsible for championing early content deals, especially in the gaming sector; an ahead-of-its-time collaboration with MySpace, plus partnerships with numerous festivals, craft brewers Brewdog, and a shoe with skate apparel brand Etnies. Under my leadership FRONT became a brand that lead and defined trends in design, music and publishing.

2006

News Editor

Front Magazine

Mar 2005 - Dec 2006
  • As the editor of the news and technology section of FRONT, I had an excellent opportunity to get to grips with the ins and outs of editing. The role also gave me the chance to observe editorial and publishing strategy, or lack of it, during a tumultuous time for the brand.

2005

Freelance Writer & Intern

Various

Jan 2004 - Mar 2005
  • After graduating, I undertook various freelance work and intern positions. I was published by The Guardian, Hotdog, The Sunday Telegraph, The Observer and the Nottingham Evening Post (a front-page scoop that somehow lead to a change in the drugs laws). Before university, I worked in various temporary jobs; I have a collection of name badges, hairnets and scars to prove this.

Education

2016

BA(Hons) Journalism First-class

Falmouth University

May 2016 - May 2016
  • On the Cornish coast I developed my writing and editing skills and my love for journalism. It was a very creative environment where I specialised in photography, film and website design. While at Falmouth, I was shortlisted for the Guardian Student Columnist of the Year and won the West Briton Student Journalist of the Year award.