Building a content engine for Octopus Electric Vehicles

The EV revolution is gathering pace, but many businesses are still stuck in the slow lane. Octopus Electric Vehicles is helping them accelerate the transition through its salary sacrifice scheme, giving employees a more affordable and sustainable way to get behind the wheel of an electric car.

For almost two years, I worked as an extension of the Octopus Electric Vehicles marketing team, producing a high volume of content to drive awareness and consideration of the scheme. Through a steady stream of educational, SEO-led blogs and supporting marketing content, I helped businesses and employees navigate the road to electric – explaining the financial and practical benefits and removing barriers to making the switch.

Objectives

The content programme aims to:

• Drive awareness and consideration of EV salary sacrifice among employers and employees
• Demystify EV salary sacrifice by explaining how it works, its tax implications and the potential savings
• Capture organic search demand by answering the questions businesses and drivers are actively asking
• Overcome common misconceptions around the affordability and practicality of electric vehicles
• Support business development by demonstrating how EV benefits can help employers attract and retain talent, reduce costs and meet their sustainability goals

My role

Working closely with the Octopus marketing team, I write blog content covering everything from the mechanics of salary sacrifice to wider developments in the EV market.

A significant part of my work focuses on creating practical, search-led guides that address the questions employers and employees have before introducing or joining a scheme. Topics include how salary sacrifice works, Benefit in Kind (BiK) tax, employer National Insurance changes, P11D values, variable pay arrangements and the financial benefits of leasing an electric car through work.

I also develop broader content exploring the commercial case for EV adoption, from how salary sacrifice can support recruitment and employee retention to the benefits of workplace charging. I also wrote a series of case studies showcasing how the scheme has benefitted companies such as Huel, Sirona Care & Health and GB Railfreight.

My approach combines SEO research with an understanding of the audience’s needs and concerns. I aim to explain the tax implications in accessible language and make the cost-saving and sustainability benefits feel tangible.

The content also needs to sound unmistakably like Octopus. I write in the brand’s friendly, knowledgeable and occasionally cheeky tone of voice, making potentially dry subjects – such as tax rules and payroll administration – feel approachable without sacrificing accuracy.

Alongside the blog programme, I’ve supported the team with customer case studies, educational content and social media assets, including scripts for Instagram Reels. This allows the same core messages to be adapted for different audiences and channels.

Results

Through our collaboration, I’ve produced a substantial library of educational and SEO-led content, with more than 40 blog articles covering EV salary sacrifice, tax benefits, business costs, employee benefits and the wider transition to electric transport.

Working as an extension of the Octopus marketing team, I provide consistent editorial support, helping the business turn the complexities of EV salary sacrifice into clear, compelling reasons to make the switch.