{"id":53361,"date":"2025-10-30T18:12:43","date_gmt":"2025-10-30T17:12:43","guid":{"rendered":"https:\/\/paolomargari.it\/digital-marketing\/"},"modified":"2026-10-06T17:10:12","modified_gmt":"2026-10-06T16:10:12","slug":"digital-marketing","status":"publish","type":"page","link":"https:\/\/paolomargari.it\/en\/digital-marketing\/","title":{"rendered":"Work"},"content":{"rendered":"\n<p class=\"pm-lead wp-block-paragraph\">I help financial institutions, international organisations, B2B companies and professional-services firms get found, understood and chosen online. I work as a consultant or inside communications teams, on fixed-term assignments or projects.<\/p>\n\n\n\n<div class=\"wp-block-group pm-section is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"pm-num wp-block-paragraph\">01<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Reputation and social media presence<\/h2>\n\n\n\n<p class=\"pm-measure wp-block-paragraph\">Strategy, content, publishing rules and listening, above all on LinkedIn. For an organisation, that means coordinating teams and approvals; at SWIFT I did this across 22 channels, including live coverage of Sibos. For a professional, it means building an authoritative profile in a voice that sounds like them.<\/p>\n\n\n\n<ul class=\"wp-block-list pm-facts\">\n<li>Publishing rules: who writes, who approves, and how fast.<\/li>\n\n\n\n<li>Editorial calendar and live events.<\/li>\n\n\n\n<li>LinkedIn profiles for professionals, within their professional conduct rules.<\/li>\n\n\n\n<li>Listening and regular reports for decision-makers.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group pm-section is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"pm-num wp-block-paragraph\">02<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Websites and visibility on Google and in AI assistants<\/h2>\n\n\n\n<p class=\"pm-measure wp-block-paragraph\">I design, build and optimise professional websites: clear to read, fast and built to be found. I look after organic search and campaigns with measurable goals. Being found today also means being cited by ChatGPT, Gemini and Perplexity, and I work on both fronts. For Caputo &amp; Partners, a Zurich banking-law firm, I looked after the website, SEO, content and Google Ads for three and a half years, with substantial growth in organic traffic.<\/p>\n\n\n\n<ul class=\"wp-block-list pm-facts\">\n<li>Professional WordPress websites: design, build and optimisation.<\/li>\n\n\n\n<li>SEO and content that explain what you do.<\/li>\n\n\n\n<li>Visibility in AI assistants (GEO).<\/li>\n\n\n\n<li>Campaigns on Google Ads and Meta.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group pm-section is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"pm-num wp-block-paragraph\">03<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Measurement, tools and AI<\/h2>\n\n\n\n<p class=\"pm-measure wp-block-paragraph\">GA4, tag managers, CRM and automation, chosen and connected to answer specific questions: where enquiries come from, what works, where to invest. I bring in generative AI where it saves time, leaving the final word to whoever signs the content. For the British Council I set the analytics standards for the global website.<\/p>\n\n\n\n<ul class=\"wp-block-list pm-facts\">\n<li>Measurement plan, GA4 and tag manager.<\/li>\n\n\n\n<li>CRM and automation.<\/li>\n\n\n\n<li>Procedures for using generative AI in a verifiable way.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group pm-section is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Consultancy<\/h2>\n\n\n\n<p class=\"pm-measure wp-block-paragraph\">Since 2015 I have run consultancy projects through <a href=\"https:\/\/oltredigital.com\" target=\"_blank\" rel=\"noopener\">Oltre.Digital<\/a>. Recent clients: ING Belgium, Caputo &amp; Partners, Stanley\/Stella, Cross-Border Commerce Europe, ManpowerGroup BeLux.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/paolomargari.it\/en\/contact\/\">Discuss a project<\/a><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>I help financial institutions, international organisations, B2B companies and professional-services firms get found, understood and chosen online. I work as a consultant or inside communications teams, on fixed-term assignments or projects. 01 Reputation and social media presence Strategy, content, publishing rules and listening, above all on LinkedIn. For an organisation, that means coordinating teams and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54570,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-53361","page","type-page","status-publish","has-post-thumbnail","hentry"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":8}},"_links":{"self":[{"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/pages\/53361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/comments?post=53361"}],"version-history":[{"count":4,"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/pages\/53361\/revisions"}],"predecessor-version":[{"id":54553,"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/pages\/53361\/revisions\/54553"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/media\/54570"}],"wp:attachment":[{"href":"https:\/\/paolomargari.it\/en\/wp-json\/wp\/v2\/media?parent=53361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}