Category Pillar Page
“What is Text Expansion”
Educating website visitors on the category of text expansion and the value and benefits that it can bring to both individuals and teams
Collaborators: Web Design, Product
Areas of Focus: Copywriting, UX Writing/Wireframing, Product Education
The Plan
One of TextExpander’s biggest struggles as a product is that people are just not aware it exists or what it can do for them. The plan was to create a long-form piece of educational and informational content that establishes the product category to be used for SEO and sales enablement.
The Goal
To create a pillar page on our website in the main navigation that would attract search engine traffic through specific keyword usage. The page would also be shared and used by customer-facing teams as well as our demand gen team in targeted advertising to educate our potential audiences.
The website was established as the ideal spot to become the hub for category content like the “What is Text Expansion” pillar page.
Ownership
Writing and editing to align with company tone and voice with potential customers in mind to ensure consistent and engaging communication that resonates with the target audience and drives brand loyalty.
Wireframing website page and working with designer to bring the concept to life.
Collaborated with product to align on key messaging.
Takeaways
While projects like this one don’t always have immediate results and ROI, these are some of the core needs of any product marketing strategy and are necessary for establishing a brand as a thought and category leader.