Rodeo Software

Rodeo is a SaaS project management platform designed for creative agencies. My role within Rodeo's marketing team was to craft engaging, SEO content that stood out to a technically-saavy audience in a space crowded with solutions.

Together, we built a content strategy that emphasized both practical solutions to common project management problems, along with researched, original insights that offered value to well-experienced project managers.

Along with executing the content strategy, my responsibilities included re-designing and writing landing pages for core product features, and writing copy for the marketing team's paid ad campaigns.
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Paid Ad messaging

As part of the Paid advertising initiatives undertaken by the marketing team, I researched messaging targeting pain points of our core audience.

Agencies looking for a new project management solution were commonly trying to solve similar problems: inadequate reporting, unclear task prioritization, timeline management, and resource utilization.

Based on these insights, we crafted ads that highlighted these problems, and directed leads to deeper landing pages that showcased Rodeo Drive's comprehensive analytics, budgeting, and workflow management features.

Product feature pages

When re-writing and designing Rodeo's feature pages, I wanted to better align the content with the "Jobs-to-be-done" framework.

Meaning, the copy had to be less about what the features did, and more about what our customers wanted to accomplish.

For each of our core features, I started with identifying a tangible goal project managers were looking to achieve. From there, I created pages that highlighted how each of Rodeo Drive's features would clear obstacles and make project goals achievable. I also added social proof from customer interviews and replaced stock images with in-product images.

Wrapping up

I can't emphasize enough how much our team learned from these campaigns. Some especially important insights were:

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  • Always starting from understanding your customer. While SEO tools are great, listening in on sales calls and interviews ran by our product marketing team helped us find so many compelling ideas.
  • No matter how expert your audience, persuasive copy that gets to heart of their desires still wins the day. Being conversational, direct, and telling great stories gets more conversions than academic, technical writing.
  • Learn and iterate, continuously. SEO and copywriting is never a one-and-done thing. If you constantly engage with your audience and revisit benchmarks, you'll always come across ways to improve the performance of pre-existing content.

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I'm available for freelance Copywriting, Blogging, and SEO projects. If you're looking to make a campaign splash, let's talk.
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