Client Success Story
How Helen Anne Travis helped Expedia tackle a backlog of B2B projects
Conversion copywriting
Website strategy
Long-form content
“I’ve received a ton of recognition for everything we were able to accomplish with Helen Anne’s help.”
Kerry Brunelle
About Expedia
Expedia’s mission is to power global travel for everyone, everywhere. Expedia believes travel is a force for good. The company connects partners big and small to the universe of travelers, giving them access to data, tools and technology that empowers, maximizes their potential and builds their business.
highlights
Challenge
- Expedia’s content team had a backlog of requests for content and copy
- Internal copywriters were already overwhelmed with work
- The team needed someone who could write long-form content and conversion-optimized copy for B2B audiences
Solution
- Team up with a writer who has journalism and copywriting experience
- Create a flexible program that can accommodate a wide variety of deliverables
- Build time for strategy sessions, kickoff calls and stakeholder reviews
Results
- Powerful conversion copy, long-form content and more created for internal teams
- Satisfy stakeholders with high-quality deliverables
- Content team praised for productivity and accomplishments
- The Challenge
The content group at Expedia was stretched thin
It seemed like every internal team — from acquisitions to growth marketing to
channel marketing — needed their help. There were blog posts and white
papers to write, landing pages to build, and partner-facing content to refresh.
The company needed copywriting support across the board.
Expedia tried a few freelance writers, but it was hard to find the right fit. The
content team needed someone who could write thought leadership content and
conversion-optimized copy for B2B audiences.
“Our full-time writers are regularly at or over capacity, and I couldn’t tackle the amount of work myself.”
- The Solution
Partner with a writer who specializes in content and conversion copywriting
Helen Anne Travis came recommended by a former colleague. Kerry was
impressed that Helen Anne had journalism and conversion copywriting
experience. This meant she could handle everything from long-form content to
web copy.
Helen Anne’s VIP Retainer program was the perfect fit for Expedia’s needs. Kerry
booked a 20-hour monthly package. She liked that the time could be used for
writing, as well strategy sessions, kickoff calls and stakeholder reviews.
The flexibility also allowed Kerry and Helen Anne to tackle a wide spectrum of
projects.
- Outcome
Content team praised for quantity and quality of deliverables
With Helen Anne’s help, Kerry’s team produced a wide variety of deliverables and sales assets for Expedia’s internal teams. Helen Anne also helped optimize their partner-facing website for conversions, finish a backlog of case studies (finally!) and write multiple long-form articles.
Helen Anne worked directly with stakeholders from multiple departments to make sure each deliverable matched their goals and needs.
Kerry and her team were praised for the amount of work they completed with Helen Anne’s help. Internal teams were also impressed by the quality of the deliverables.
- The Results
Thanks to Helen Anne, Expedia’s content team now has:
- A stockpile of sales assets including blog posts, case studies and more
- A B2B website optimized to drive conversions and turn more leads to partners
- Lead magnets that address their partners’ needs, including white papers and other helpful content
- Increased recognition from stakeholders for the quantity and quality of the work they produced with Helen Anne’s help
- More time to work on other strategic initiatives now that Helen Anne helped them tackle their project backlog
“All of the new content Helen Anne created makes us feel great — and motivated to deliver a regular cadence of new copy and content.”
Do you hear that? That’s the sound of things getting done.
No more stress
No more bottlenecks
No more micromanaging
Just great content, copy and branding.
