Lippert
Deliverables
- Content Strategy
- Content Design
- UX Copy
About
2020 saw a record 14% increase in RV sales thanks to Covid-19. Problem is, there’s just 1 technician for every 4,000 rigs. This meant that RVers have to wait weeks or months for service. Lippert, a global manufacturer of RV parts, was in a unique position to help RVers DIY most issues.
My team helped Lippert create an all-in-one RV tool to give RVers the knowledge and the confidence they need to install, troubleshoot and maintain RV components.
During the development of the product MVP, I:
- Designed proofs of concept
- Mapped out branching logic and content pathways
- Established editorial content guidelines, including voice & tone
- Developed content strategy guidelines
- Wrote all product/marketing copy
- Inventoried, rewrote and uploaded thousands of pieces of educational and technical content while overseeing a small team of writers
- Established the governance process for content approval across siloed departments
- Created extensive CMS (Contentful) and DAM (Cloudinary) instructions
After a successful soft launch, Lippert continues to populate the product with more content. A full product launch is planned for ’23.
homepage
Deliverables
Content Inventory / Taxonomy/Tagging / Progress Tracker
Often times, Technical Publications dept. did not know what content the Customer Experience or Marketing departments were creating. So I cataloged every single piece of content created by every department. By doing so, I was able to repurpose content and fill in missing gaps to save on the expense of having to create new content. This document was also used to review, approve, tag and track upload of each content.
Branching Logic
To find the content they needed, customers would answer a series of questions. For the client I created decision trees to show in general how this process worked. For the tech team, I build detailed branching logic flow sheets that show which content—out of thousands of pieces—should be served up.
Editorial Strategy Playbook
Lippert is going to be hiring many writers to create content for RV TechBridge, so I established the editorial guidelines to ensure consistency. The playbook contains everything from brand voice & tone guidance to digital writing best practices. Copy deck templates were provided, along with instructions on how to examine source material, adapt previous content, how to incorporate upselling, and more.
Content Strategy Playbook
The new RV TechBridge team also consisted of Practical Content Strategists and Technical Content Strategists. I developed content strategy onboarding documents to help set them up for success.
Governance Playbook
The RV TechBridge content team would be working with multiple departments, including Marketing, Customer Experience, and Legal. I set in place a governance workflow, along with a RACI model, so previously siloed departments can easily work together. I also provided a tutorial on how to use the online proofing software of their preferred platform—Workfront.
CMS + DAM Playbook
The client didn’t have a CMS or DAM in place; we settled on Contentful and Cloudinary. I created this playbook to help the writers upload and reformat assets, create content and make it searchable, and more.
Naming Workshop
As our product didn’t have a name, we used Miro to run an online naming workshop. The brainstorming session included both the product team and client stakeholders. A multi-step process, we defined what the company stood for and what we hoped our product would represent. We then generated a variety of options before winnowing down to a short list and aligning on a clear favorite.
Testing Script
