ServiceNow GenAI
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Role

Marketing publications writer
Company

ServiceNow | Content Experience Team (CET)
Team

Content strategists, writers, editors, visual designers, and stakeholders
Company background

CET supports global campaign efforts by defining customer marketing journeys and aligning content for critical touchpoints. They create demand assets that target personas at every stage in the pipeline.
Problem

With accelerated growth in its AI-driven digital workflow solutions, ServiceNow needed strategic marketing content to leverage expanding opportunities and reach potential buyers across industries.
Opportunity

The goal was to create action-oriented content across multiple formats—infographics, customer stories, email campaigns, landing pages, and ebooks—designed to move prospects through the buyer journey.

Overview

This project involved creating content for ServiceNow’s “Put AI to Work” campaign in the form of infographics, a departure from the team’s typical long-form approach. The challenge was to distill AI and GenAI concepts into digestible, visually supported content that would resonate with leaders at the helm of HR, IT, customer service, and automation.

Process

Condensed content: Unlike my usual in-depth e-books for ServiceNow, these infographics required quick storytelling while maintaining narrative flow. Each section needed to tell a complete story in just a few sentences, forcing me to identify the most crucial pain points and solutions.

Visual-text synergy: I worked closely with designers to ensure text and visuals worked together. This meant writing with specific visuals in mind, headlines that would work as graphic elements, and copy that complemented visual mockups.

Conversation-driven content: The infographics featured chat interactions, requiring me to write authentic-sounding conversations between employees. This narrative device made complex technical concepts more relatable and engaging.

Collaboration

Iterative creative sessions: This project involved multiple rounds of collaborative brainstorming with my team of a designer, strategist, and editor. We worked together to balance technical accuracy with engaging visuals and accessibility.

Real-time content adaptation: As concepts evolved, I continuously refined the messaging to maintain alignment between text and design. This required flexibility and quick pivoting.

Creative elements

Problem-solution framework: I structured the content around core pain points, using a clear problem-solution format for each infographic to guide readers through a journey from challenges to AI-powered solutions.

Data-driven storytelling: Integrated specific metrics to provide concrete evidence of our AI solution’s impact, balancing aspirational messaging with quantifiable results.

Takeaways

This project expanded my writing toolkit by requiring me to think more strategically about content architecture, visual storytelling, and collaborative creation processes.

This project sharpened my ability to distill complex technical concepts into 15-20 word snippets while maintaining accuracy and impact.

Building on my background in content strategy, I refined my approach to conceptualizing content that enhances rather than competes with visual elements. This project deepened my understanding of information hierarchy and pacing, strengthening applicable skills across content formats.

This work advanced my existing audience analysis capabilities by demonstrating how different stakeholders consume visual content, enhancing my ability to layer information strategically across content types.

The AI focus provided an opportunity to further hone my technical communication skills, specifically around emerging technologies. Building on my foundation in making complex topics accessible, I developed new analogies, frameworks, and explanation techniques that bridge technical accuracy with business relevance.

This project elevated my role as a content leader, expanding my ability to guide creative direction while synthesizing diverse perspectives from technical, design, and business stakeholders into cohesive messaging.

Role

Company

Team

Company background

Problem

Opportunity

Overview

Process

Collaboration

Creative elements

Takeaways

Other ServiceNow content

“I’ve worked with Chelsea for about 1.5 years on many of the ebooks and infographics she’s written. She is a smart, solid writer who produces well-written, engaging content. I’m always impressed with how deftly she creates high-quality work in her clear, engaging style.

She is able to distill complex topics into easy-to-understand content that resonates. Chelsea is collaborative, dedicated, and a true pleasure to work with.”