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*This page represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.
New Software Release
Roadmap for Content Strategy Announcing Free Migration Support
The Project: When a new software iteration introduced significant UI and backend capabilities changes, this agency created marketing materials to educate existing users on transitioning into the new system.
The Strategy Challenge:
Develop a content marketing roadmap to introduce a significant software iteration requiring “heavy lifting ” from existing users as they transition systems.
The Content Challenge:
Optimized copy to support the content roadmap.
The Discovery Phase:
Attend a series of meetings with the Product Owner of a DevSecOps security scanning tool as he explained the technical challenges involved in conducting a major software update.
Content Marketing Road Map:
Worked with the Senior Marketing Director to develop a content marketing strategy to encourage existing users to participate in the software update while providing CTAs for free migration support.
The new iteration introduced significant advancements and was attractive to a larger market, so we used this opportunity to attract new users.
Budget Breakouts & Scheduling:
Helped to prepare budget breakouts and estimated schedules for each campaign and ongoing service.
Listing Touchpoints:
Created a list of existing touchpoints and listed new materials to reach existing users and attract a new audience.
Listing Features & Benefits:
Worked with the Product Owner to develop a list of features and benefits of the new release while building awareness around the new capabilities and ease of use.
Identifying Calls To Action & Feedback Loops:
Analyzed each landing page, email, and intake touchpoint to identify where CTAs and feedback loops should be incorporated.
Content Creation:
Created optimized landing pages, emails, and social copy announcing the upcoming release.
Team Management:
Worked with a team of producers to load content into LinkedIn and developed webpages and email templates.
Provided edits and feedback for design and content.