How a Slack channel became a Content Committee
When I joined BILL, it didn’t take long to notice the inconsistency across the end-to-end user journey. Different voices and tones echoed across customer touchpoints, from marketing to in-product experiences to customer support. Why did three distinct content style guides exist with no single thread tying them together?
The lack of cohesion was clear, and I couldn’t ignore it. So, within my first two weeks, I started a Slack channel, hoping to create a space where content creators across BILL could share ideas, strategies, and challenges. I wasn’t sure where it would lead, but I knew it was a step toward creating a unified voice. What began as a small experiment soon blossomed into what’s now the Content Committee.
Building the foundation: from Slack channel to Content Committee
Initially, the Slack channel attracted a handful of people who shared a passion for improving content cohesion. Over time, the channel grew, drawing in product designers, marketers, customer support representatives, brand creatives—even product engineers. Team members began using the space not just for quick questions, but to explore deeper discussions around content standards and how to align on style and tone.
The Slack channel’s evolution became a natural response to a need widely felt at BILL—a place for cross-functional alignment and collaboration. Today, the Content Committee includes over 50 content creators from every corner of the company, meeting monthly to share insights, brainstorm, and ensure a connected content experience for BILL’s customers.
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The impact: unifying our style guides and introducing Generative AI
One of the first initiatives of the Content Committee was to tackle the fragmented style guides. Each team—product content, marketing, and customer support—had its own approach, creating inconsistency for the customer experience. To solve this, the committee undertook the challenge of aggregating and streamlining these disparate guides into one unified resource, content.bill.design.
With the unified guide in place, we took our commitment a step further by launching BILL’s first Generative AI writing platform, Writer. This platform, powered by our newly-unified content style guide, became a powerful tool for team members. Whether they were crafting a product flow, a blog post, or customer support messaging, Writer ensured that the voice was consistent. Writer has transformed the way BILL creates and reviews content, making it easier for both seasoned writers and non-writers alike to adhere to one brand voice.
Beyond consistency: building a culture of content collaboration
The Content Committee isn’t just about content consistency; it has fostered a culture of collaboration and innovation. Monthly meetings are an open forum where we discuss the latest content trends, share personal victories, and address new challenges together. This cross-departmental collaboration means that every content creator, regardless of their role, feels empowered to contribute to BILL’s overarching narrative.
We’ve built a space where team members can share their passions, ideas, and feedback without barriers. And that culture has become the foundation for the cohesive, customer-focused experience we aim to deliver across every touchpoint.
The future looks bright
The Content Committee began as a small experiment, a Slack channel created on a whim, and has grown into a pillar of BILL’s content strategy. By connecting voices across departments and providing tools like Writer to support consistent, high-quality content creation, the Committee has helped transform BILL’s approach to content design.
As we continue the journey, the Committee will evolve with new insights, technologies, and strategies to meet growing customer demands. But one thing remains clear: the shared commitment to a unified voice at BILL ensures that no matter where our customers encounter us—whether in a product flow, an email, or on social media—they feel connected to a brand that speaks with one voice.