Content Strategy and Copywriting for Skillcrush
Skillcrush is an online tech education website with a mission to help women learn digital skills and find high-paying, flexible jobs. As sales content manager, I developed, created, and oversaw Skillcrush’s B2C nurture and sales content. This included detailed persona research and designing and implementing content strategy to nurture leads from interest through conversion.
Creative content included email drip campaigns (with segmentation and personalization), re-engagement campaigns, sales page copy, webinars, video promotions, social ads, and landing pages, all presented in line with Skillcrush’s branding and targeting the company’s unique audience of millennial women. I was also a regular contributor to the Skillcrush blog on topics of feminism and technology.
Key Results
Increased free trial CVR by 142%, transforming it into the highest leading company indicator for conversion
Designed and executed email segmentation strategy to optimize CVR across 60K engaged contacts
Strategic partner and active contributor in the launch of three new products
Content Strategy
Free Coding Camp
Skillcrush offers a sample course to prospective students interested in coding. Previously the course had been positioned as a “Free Bootcamp,” which potentially intimidated prospects and didn’t provide an accurate expectation of what the course actually offered. I proposed a rebranding of the product to adopt a less intimidating “summer camp” theme and developed promotional and substantive content changes to provide users with more value, including new course videos and more robust lessons covering a multitude of tech fields.
The Year of You
I created the concept and major outline for Skillcrush’s annual January sales webinar, The Year of You. The Break Into Tech Blueprint, Skillcrush’s signature product, is marketed as being able to finish within 9–12 months. This webinar capitalized on the seasonality of goal setting and New Year’s resolutions by giving leads a 12-month action plan to follow, each month corresponding with the appropriate phase in the Break Into Tech Blueprint.
Life Beyond the Blueprint
Life Beyond the Blueprint is a collection of testimonials and success stories from recent Skillcrush alumni. This guide provided proven authenticity to the company’s marketing claims of student success and helped to address common marketing objections. It was used both as standalone collateral as well as sales enablement material alongside inside sales sessions. I created the document strategy from ideation to page flow, edited the testimonials, and collaborated with the graphic designer to create a guide that would provide a key, on-brand sales asset for Skillcrush.
Skillcrush’s mission is to empower women with the skills they need to secure flexible and high-earning careers in tech. As the primary brand persona was a millennial woman, my sales and nurture strategy focused a lot on providing her with the encouragement and motivation necessary to face the unknown and try to learn new skills. This often came in the form of a low-risk “baby step” along the buyer journey that she could take to learn more about a tech career (sign up for a free counseling session, take a free class, download a brochure, etc.) and build confidence that she could be a good fit for the program.
