Yext customer stories
As Marketing Editor at Yext, I contributed to the creation and activation of both written and video customer case studies.
In 2020, I took over as editorial lead for written customer stories, developing a scalable new process in alignment with the data team, building a library of briefs, templates, content patterns, and process documents, and increasing quarterly output by 4X.
As part of the Yext Answers product launch, we migrated the brand website from Wordpress to a Yext Answers-hosted site.
This required a major redesign of the customer stories page, and a migration of all our existing case studies.
Approach
Content migration, search filters, and library of templates and briefs
Working with our data insights, customer marketing, and project management teams, I developed a library of briefs, templates, content patterns, and process documents that would improve both the user experience of browsing and reading customer stories, and the workflow for producing, approving, and publishing them.
Using the new templates we developed, I wrote hero descriptions for all of our existing customer stories, and edited them to fit the new customer story page template.
The redesigned Yext.com site won the 2021 WebAward for Outstanding Website, praised by judges as "clean, elegant, easy to navigate, and beautifully designed," with "a wealth of information, logical structure, and innovative solutions."
Developing a consistent and scalable new process
I interviewed account managers and customers, revising our questions for internal kick offs and in customer interviews.
I wrote several new Yext Answers-focused customer stories, including one highlighting the State of New Jersey’s quickly launched COVID-19 Information Hub, working with our data insights team to ensure performance metrics were presented effectively and accurately.
I also managed a freelance writer to help scale customer story production domestically — and worked with our marketing teams in London, Paris, and Berlin on localized case studies for EMEA customers.