Supporting the Go-To-Market Plan for The Knot’s New AI-Powered Planning Experience
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Spoke 1: Content in the App
Prior to this campaign, editorial content was not part of The Knot App. For Phase 1 of ingesting content into The Knot App, I worked with Content Strategy to curate a list of approx. 200 articles that addressed user needs at various stages during the wedding planning journey. Once the articles for the app were selected, I spearheaded a plan to get all the content updated to be as fresh as possible.
Spoke 2: Driving User Signups Through Content While Encouraging Deeper Engagement
Phase 2, actually supporting the roll-out of The Knot’s new AI-powered planning experience, hinged on understanding and replicating the success we found in Phase 1. During this phase we iterated on which articles were given hero spots in the app to drive deeper user engagement.
Additionally, I worked with our editorial team to strategically update nearly 80 articles with CTAs to specific value propositions associated with the new experience to drive user signups from desktop (since our data showed that the majority of desktop users came to The Knot’s editorial content but didn’t log into the platform’s tools—a user-behavior we wanted to change). Specif
Phase 2Favoriting and new planning dashboard