Summary
When I joined the Forms for Real Estate team, I saw an opportunity to implement a growth-driven content strategy to drive feature adoption.
Background
Though the initial copy highlighted the new feature at a high-level, it didn't explain what the feature was or why it would be beneficial to adopt the feature. I saw an opportunity to improve the information experience, so I put the content side-by-side in a table to better share my vision.
After I got sign-off from my product manager, I assembled a cross-functional team of stakeholders and established our RACI. I reached out to our product marketing team to start building a GTM strategy together.
As I began work, I actively sought feedback from the stakeholders in our meetings and with creative exercises, like emoji voting. Emoji voting is an exercise I do to bring stakeholders along for the ride as we build messaging. In my experience, these types of exercises help to quickly drive alignment on content deliverables that are subjective. It's also a great way to explore how the perception of tone and voice can change.
Deliverables
