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Josephine Ruiz-Healy
Associate Director of Product Marketing, Spotify
Content
Josephine Ruiz-Healy
Spotify Associate Director of Product Marketing • October 26
From the start of a project, outline a clear RACI on the key deliverables needed to get to market, including 1) Positioning, 2) Pricing, 3) Messaging. Share it with the working team early, so you can make sure everyone is on the same page. For example, positioning and pricing might require app......Read More
1385 Views
Josephine Ruiz-Healy
Spotify Associate Director of Product Marketing • October 26
Quantitatively test your messaging through experimentation: * A/B test different types of messages on your website * A/B test different types of messages through paid social & organic social * A/B test different types of messages through SEM — I find this to be the easiest channel to e......Read More
1385 Views
Josephine Ruiz-Healy
Spotify Associate Director of Product Marketing • October 26
While messaging informs content, content brings messaging to life for the right users, at the right time, and in the right channel. Practically, this means that a content expert will choose the messages which will most resonate with the audience and determines how to best deliver those message......Read More
1344 Views
Josephine Ruiz-Healy
Spotify Associate Director of Product Marketing • October 26
I recommend creating a messaging document which can serve as a source of truth for internal teams. That document can include things like your positioning, key messages / value props, a glossary of key terms, and even a “do” and “don’t” section (e.g. do talk about X in this way, don’t talk about i......Read More
1334 Views
Josephine Ruiz-Healy
Spotify Associate Director of Product Marketing • October 26
Before I explain the difference between messaging and copy, let me quickly recap positioning. Since positioning informs messaging and messaging informs copy, it’s important to start there. * Positioning is the foundation of all product marketing activities. I love the way that April Dunford......Read More
1326 Views