UX Writing & Content Strategy at Odetta
Being part of a start-up has been one of my most valued professional experiences, and I’m glad to had this opportunity in 2021-2022 to learn and work with different teams to achieve a shared goal.
As a part of the marketing team, I collaborated with agencies, partners, tech, product, customer success team, data analysis, and UX teams. It helped me to build the communication over the brand on all output communications, as well as define and create a unique brand voice and tone.
My experience went through inbound marketing content, editorial content, chatbots to improve the customer journey and experience, OOH, CRM content, CMS content, UX content, key messages for PR & press, ads, and guides for users and boarding members of the company, among others like the voice & tone manual book.
Content examples
The next video was a crucial part of the seller funnel. I developed the message to help users know better about the business model and the next steps.
We measured conversions before and after adding this content, finding this video improved the user understanding, and growing the accomplished process.
In this video, you can see the screens with UX content developed for the seller funnel. This content shows the journey for the user on the next steps and how the content helped the process and made it easier to follow.
As part of the efforts to open the market in Mexico with this selling-buying business model we created different content and resources to educate our audiences and potential users.
It helped the users to know the benefits of our product, why and how this was the best way to sell or buy a pre-owned vehicle, and build trust in the brand.
Website evolution - UX writing and content strategy
To evaluate changes on Odetta's website, we relied on usage metrics in parallel analysis with usability tests. It allowed us to achieve a deeper understanding using qualitative and quantitative information.
As the product and website were maturing, users experienced an optimized process through more quick funnels, clearness on content understanding, and effectively converted until the final funnel phase contacted by the customer success team.
We found people looking for more information and details in the FAQ section, media, or questioning executives. A goal through the changes, listening to these users, was to make friendlier and more agile content to show the whole process at first sight on the home page. It was a challenge for all the people involved (product, UI, UX, developers, and marketing) in this main page focused on the buyer and seller on the same space.
This development through 2021 and 2022, and changes we tested before, increased the conversions, and also turned more users on both funnels (as buyer to seller or seller and then buyer).
January 2021 - before I joined
Complete view here
July 2021 - first changes with me @ Odetta
Complete view here
March 2022
Complete view here
November 2022
Complete view here
Odetta's blog: El taller
As part of the content strategy, SEO efforts, inbound content, and branding in Odetta's blog, I worked on this development in collaboration with an internal inbound marketing specialist and data analyst to define keywords, pillars, titles, and all possible optimizations in content.
We build a multi-purpose blog for different targeted audiences.
Click here to visit Odetta's blog
Social media
To manage social media on creative and listening, I was the connection with the agency to supervise, approve and communicate key messages, promotions, products, benefits, wording, and keywords. It was a joint effort to share and communicate on three main pillars: products, helpful information for the community, and branding.
Each channel (Facebook, Instagram, Twitter & TikTok) had a strategy and audience, and those communications also evolved with customer service members and community management by the agency and internal marketing stakeholders.
LinkedIn was a platform dedicated mainly to staff members, investors, and people interested in the company.
Copywriting for ads - examples
Radio Formula Campaigns
Video broadcasted in selected BBVA branches.
Content developed and supervised by me, and video edited by BBVA Mexico.
Display & Meta Ad
Meta Ad
Meta Ad
Meta Ad
Affiliate email marketing content
*These are some public content and examples of my work. Part of the developed content was under NDA and still private.
If you're interested in more info about it, contact me.
If you're interested in more info about it, contact me.
