My Role: Content Strategist and Copywriter
Increasing subscriber product adoption while reinforcing Autodesk’s mission to empower innovators
Overview
In 2018, while working as a copywriter for the Digital Customer Success team at Autodesk, in response to a call-to-action from our CMO (Lisa Campbell) to modernize our approach to marketing, I pitched a concept to my team — and the title slide of the deck read:
Autoflip:
A reimagined subscriber nurture experience
The Pitch
By the time my deck was socialized with Director-level leadership, my Executive Summary (which really became the team’s asset) slide read:
- Lack of actionable data, inability to reach the majority of our users, and new corporate focus drive a need to evolve beyond our current push-driven nurture practice
- Create a new nurture experience where subscribers can pull and engage with curated content that meets their needs from across the entire Autodesk learning and community ecosystem
- AutoFlip, a scalable web-based platform to be built in-house using existing Autodesk resources, will provide subscribers a highly-engaging opportunity to self-select content to help them succeed
- This will finally allow us to engage in conversations with our subscribers, understand and capture their preferences, and deliver more personalized experiences than we can today
- AutoFlip will enable the Subscriber Success Team to synchronize with leadership’s efforts to digitize the company—and create high-value interactions with our customers
Fast-forward to 2021
Ultimately, my “Autoflip” concept never gained traction due to cost — and I left Autodesk to expand my content strategy and content marketing experience in the startup world. In early 2021 I was contacted by my former manager and team members — “Autoflip was greenlighted!” I was invited to help manage bring my old (and now evolved) vision to life.
The Result
The concept “Autoflip” ultimately launched as:
Content Connection
Resources curated by experts. Experiences designed for you.
In addition to pitching the tag line (now live), my content strategy contribution helped define the UX, UI copy, back-end workflows, and the taxonomy used to power search.
Currently, the site support 7 industries, over 14 core Autodesk products — and has been produced in 6 languages. As of January 2022, a two months after launch, the English site has over 60K visitors with close to 200K page views (average time on page = 2 minutes.)
