Becoming thought leaders in the science of conversation
Dr. Liz Stokoe is a Professor of Social Interaction. Typeform hired Liz to consult on making their forms and surveys software more conversational. I was tasked with leading a content project spotlighting Liz and her insights. The goal was to position Typeform as the leading authority on marketing communication.
I oversaw a team of writers, designers, and videographers to create a multi-format package of content featuring Dr. Stokoe—including a big interview piece, a podcast, a tips article for Typeform users, and three animated shorts based on her insights. Each piece of content was designed for different sections of the marketing funnel, from brand awareness, to user retention. The email series promoting the content got a 50% open rate and 7% CTR, which was high even for Typeform.
