A new and innovative membership software requires an all-inclusive content strategy
Brainstorm, build, high-five, repeat.
When a brand-new SaaS platform has dozens of potential audiences, a growing list of features, and an ambitious goal, creating scalable content that introduces the product, differentiates it in the marketplace, gains traction in search, and promotes user engagement was an exciting challenge and an amazing opportunity to dive back into the world of SaaS marketing.
Good people, innovative products, weird times.
The sense of possibility and challenge when it comes to building something from scratch is always exciting. Anyone who tried baking bread during the pandemic (or ever) knows the feeling.
Creating, iterating, and optimizing messaging for Member Center felt a lot like perfecting that loaf.
Despite the isolation, anxiety, and vaguely apocalyptic undertones of a global pandemic: adapting creative and collaboration processes to be fully remote was a wonderfully positive way to break down the way I work, strategize, and create best.
Project specifics
As a digital transformation product built to empower membership groups (think: industry associations, co-ops, buying groups), driving content creation was an exercise in constantly considering for the audience at hand.
From actively working and reworking messaging for web, digital ads, articles, and pitch materials to publishing monthly content for both users and UX - the journey from early testing to full launch was guided by the light of “aha!” moments, constant improvement and an impossibly talented team.
A cornucopia of copy & content
Creative & Brand Copy
Starting from scratch is always an incredible opportunity full of potential and uncertainty. (Just like with that loaf of bread). With Member Center, creating brand copy standards, taglines, and core messaging to reflect an evolving product through each iteration required active participation, a lot of notes, and a lot of questions.
Sales & Advertising Copy
With core messaging complete and adapted for pitch decks, sell sheets, and digital ads, the learning only leveled-up. With new data to measure the effectiveness of content, continuing to hone message, strategy, and creative took on a whole new light.
Blogs & Articles
One reason I love copywriting & content strategy is that switching gears to write for a different audience, industry, or format is always a creative booster shot. With Member Center, copious keyword and topical research and ongoing input from sales gave way to a strategic content calendar focused on creating a diverse body of content that answered questions, spurred action, and won placement in search.
Educational & How-to Content
A core feature of the Member Center membership platform was the ability to white-label the software for any membership group and instantly create an instant member growth portal with easy access to helpful marketing, hiring, and operational tools and the content to support them. A great opportunity to shift mindset from headlines and PPC copy to guides, eBooks, how-to’s, and more.
Get a feel for some of the work
Building a SaaS brand from the ground-up is such an amazing challenge. See some of the copy below (art and design by the amazingly talented Stephanie Goodwin and Kerrilee Quinn).
