Empowering businesses to grow with confidence.
An opportunity at Bluevine attracted me in many ways, but perhaps the most appealing part was that I’d get the chance to build a copywriting function and team from the ground up.
Copywriting & feedback process
Within a month, I was able to stand up a brand new copywriting process, getting buy-in from various partners on the marketing team and beyond. We were also able to hire and onboard another copywriter for my team, who played a crucial role in helping identify the gaps in our marketing copy/feedback process and establishing a much more streamlined version. (Spoiler alert: The key is to limit who reviews copy in a doc, then have most reviewers see the copy in design.)
Product & UX copywriting
Using our product marketing team’s messaging guidelines, we’re able to ensure consistent messaging across channels––including in-product copy that customers see on their dashboards and in the Bluevine app. We also help our product team keep all UX copy clear and concise, which in turn reduces call volume for our customer support team.
Content strategy & SEO
After taking over the content function at Bluevine, I shifted our strategy to be more SEO-driven, turning the blog into another acquisition channel. Since then, we’ve increased our output from 4 to 10+ articles per month, revamped old articles, and incorporated other types of content—like case studies, embedded videos, and 10x articles.
Marketing claims & legal disclaimers
Perhaps our biggest accomplishment (so far) is declaring ownership over all marketing claims and legal disclaimers. We took the initiative to create a master doc that tracks all the disclaimers we use in our marketing copy––making life easier for us, reviewers, and the legal team. This way, everyone can be sure we’re using the most up-to-date legal language to speed up in-house and partner approvals.
Product naming architecture
Together with the brand marketing team, we developed a framework and process for naming new products and features in the Bluevine portfolio. This process proved immediately beneficial and will set us up for success with future product and feature launches.
Rebranding
In the spring and summer of 2022, we completed a full rebrand of Bluevine assets. This large-scale project entailed updating messaging and brand voice and tone for:
emails
webpages and guides
paid media
customer support materials
The rebrand project also inspired us to create a reference document for Bluevine writing guidelines, which––similar to our legal disclaimers doc––houses all of our latest approved marketing language.