Content strategist
Feb 2021 – Oct 2021
Led the communication strategy for the upcoming app release, to inform employees and users about new features and updates.
Created and edited user-focused copy, infographics, manuals, and presentations to facilitate user onboarding and adoption.
Project Background
Problem
The team had been working on updating the service console and the website for Naturgy using Salesforce, the project involved a lot of changes and new features for both the external clients and the employees.
Being an agile project with the constant changes and new requirements, it became obvious they needed someone whose only focus was to ensure the seamless delivery of information to the appropriate audience in the most effective way.
My role
My role for this project was helping with change management, ensuring that the content was planned and implemented accordingly and that everyone involved was aware of the changes and their impact on the project overall.
The company is already established and has a lot of resources on how to create content. That allowed me to define precise objectives and methods and adapt them to our project, and deliver in a timely manner, ensuring a seamless integration of the new content strategies within the existing framework.
Responsibilities
Research
Content strategy
User onboarding
The process
The first thing I had to do was learn about salesforce, it’s a very complex platform, but I had to understand it in order to successfully communicate and promote the benefits of the project.
Content strategy
For the planning stage,
Prioritize the upcoming features and define how to deliver them, it could be an email or a social media post; the main goal was to not overwhelm customers with too much of the same information.
Feature – What are we doing?
Purpose – Why are we doing it?
Audience – Who needs to know this?
Channel – How are we gonna communicate it?
Release date – When is it gonna be ready?
Then write on the content for each one.
And send that to the design team to do the artwork for the external channels and emails.
For internal channels and communication with Naturgy employees i did the artwork and in some cases the animations and video editing.
User onbording
Parallel to the communication strategy we needed to train the employees on how to use salesforce, specifically the new features the team was working on.
Using the same approach as to what are the features and the communication channel we listed the topics, resources, time needed and audience.
We then organized the groups.
Considering we had two profiles; one with the new employees that needed onboarding on the whole platform and the second with experienced users that only needed to know the new features.
And once they were divided into groups we sent out the invitations.
I did a couple of field guides for simple flows and common mistakes, manuals for more complex flows and a full grasp of the solution, and training presentations different for each group.
We successfully trained 500 employees.