Sr. Content Strategist - Job Description Flashcards
Name a time you took the written word and crafted content that enhanced the user experience.
- SITUATION: When I joined the team, I noticed that within the editorial threads [I believe at VSCO they are called journals]:
- There was no intentional flow created between the text in the thread and the next click location and button copy. This was a pattern.
- I also saw that there were also opportunities to add another additional, relevant tout of content [headline, body, next click] to some of the threads to increase opportunity for engagement.
- TASK: Ideate and create guidelines to inform future thread outro content strategy to share with my team as well as to the global team who would at times pass down content that was considered “ready to be published”.
- ACTION: Crafted a forward-moving plan for the creation of intentional Thread Outros that consisted of both guidelines and examples for different content types - from physical product, to app features that created more seamless user flow.
Example: Coaching Tip on Recovery. Instead of a stand alone button with no intentional outro that says “Shop” - Level up an Audio-Guided Recovery Run [[in the activity app, enablement to move was key]] - could follow up with a tout sharing about recovery tool products. Intentional, authentic, least sales you can get.
- RESULT: Always saw increased engagement in threads when these guidelines were followed.
Talk about how you view content as a mix of data and creativity.
- If you want to engage a certain audience, you have to know them.
- Data along with cultural insights about the cohort mixed with business objective, brand and platform
help narrow the focus of the strategy and act as catalysts to shape the narrative - from written to visual.
Talk about your experience collaborating in a team environment and thriving off of working as a team across multiple channels. What teams have you worked with?
- Product, Product Design, Business, Digital Merchandising, Brand, Digital, Retail, Retail Merchandising, Innovation, Creative/Design- Global, Geo, Regional and City Levels;
- Someone who loves people. Enjoy working in teams. I do thrive and can often be my most creative when given quiet space to think.
Tell me about how you have enhanced a community experience through useful, concise and relevant wording.
- SITUATION: The Global Pandemic hit the US. Everyone was inside, stress was high.
- TASK: Shift the in Nike Run Club and Nike Training Club App Narrative to be sensitive to the pandemic, while supporting well-being of members.
- ACTION: Immediately rebranded product features and crafted new content to supper member needs. For example, we elevated the Challenge Feature where you could select friends and create a run challenge. If they can’t run together, run virtually.
- RESULT: Above benchmark engagement for content, and in turn: the challenge feature.
Talk about your experience working with the product design team and/or product teams.
- worked to inform the product road map for the app each quarter based on user experience research. for example:
- launched a new Feed experience - worked to provide feedback on user experience based on previous learnings and strategy; feed for coaching/wellness/holistic content; friend’s info separately; physical product content in shop;
- created content to market the new feed which included human-like tone.»_space;coaching. wellness. community.«_space;new
- content strategy/copy direction and narrative for each feature
OTHER REGULAR SUPPORT
- NTC Premium and the switch back to Free
»»Classes, Programs with Nutrition
- New Workout Programs
- New Work Out / Audio-Guided Run collections
How have you bettered a user journey or experience?
SPECIFICALLY + OVERALL.
SPECIFICALLY:
- research - physical product-marketing content in the activity apps to be intrusive to their experience.
- removed from push + inbox, shifted personalized shop carousel to content educational product content - ie: bra finder, shoe finder, dressing for the weather;
- short and sweet CTA at end of pushes - increase engagement
- remove duplicative information from inboxes
- add in emoji
OVERALL:
- creating content best practices based on data and user experience research backed insights. useful, clear enough to know what you’ll get upon next click, vague enough to create intrigue to warrant engagement, succinct, next click. CTA don’t repeat. as much context as possible
Talk about your experience owning content strategy and implementation for technical products.
SITUATION: No data analysis process, content strategy for the app, nor best practices for copy and imagery.
TASK: Craft Data-informed content analysis process, app content strategy, content creation playbook and best practices.
ACTION: Analyzed data at hand against content and created recommendations, integrated user experience research to inform overall content strategy with a focus on personalization, best practices including tone, and overall copy and imagery best practices. all of this to be applied to weekly, trigger and ad hoc campaign programming; audience segmentation key.
RESULTS: increase in content engagement by +4%
biggest focuses:
- focus on coaching / holistic health
- personalization to increase engagement and retention
- weekly franchise programming
- trigger-based franchise
- onboarding
Talk about how you would build standards and taxonomy <>.
What is your background in creating taxonomy?
How do you define taxonomy?
- each deliverable: push notification, inbox, thread, feedcard, pop-up/down/full screen interstitial
- overall best practices with copy: as brief as possible while providing enough context and clarity around value-add for making the next click; always a clear call to action. no repeating - use emojis where relevant.
- identify patterns, groups - consistent, recommendations + reconsider, start, continue;
- individual product focused content, multiple products/collection, holistic health, people stories, brand campaign, feature, post purchase - activity, product, recipe
______- driven by data + user experience research
taxonomy / tags for:
+content management system:
- tags in authoring/CMS
+personalization:
- criteria to create an audience, location, time, date
+customization:
- on-boarding
- -control terminology so authors can find content easily
- -terms, hierarchy, tagging rules
used for dynamic uses of content - easy to find, easy to trigger;
_______
- A taxonomy is used to drive dynamic uses of content. It helps create relevance when searching, a structure for browsing, a more nuanced basis for “related content.” The content strategist must understand these requirements and ensure that the taxonomy is designed to provide the data needed to support these dynamic behaviors.
Talk about when you planned and wrote content that resonated with Nike members and users.
Situation: Product and holistic editorial content - opp to integrate more purpose driven content, increase diversity in regards to race, gender or lack thereof, sexuality, age, size and more. Resonate with Gen-Z - right thing; Want everyone to see themselves in the content.
Task: enroll leadership and cross-functional teams to integrate purpose driven content into all content as a through line as well as full on campaigns in activity apps;
Action:
- betrue challenge: narrative to support LGBTQIA+ community during pride month, parade cancelled, honor the community and encourage them to go on their own parade. 3.1 miles - same length as first pride parade after stonewall riot 50 years earlier;
- n7 guided run: Native American heritage month - elevate a Native American athlete to provide representation as well as to bring light to the disparities in the community + call to action;
-result highest performing content of their kind; allowed for us to continue to do these kinds of things;
How have you influenced how a product evolves over time? Physical and Digital.
Physical:
- Lebron
- drop strategy - Adidas // limited units, shock drops;
Digital:
- personalized collections/playlists rooted in consumer need or benefit focused language rather than body part
- personalized training - for half marathon;
Talk about your understanding of user flows and UX/UI principles.
- my job to create user experience/flows for all activations based on content strategy of the app on hand;
- use cases for capabilities were defined in playbook
Speak to your leadership management experience.
I’ve led teams from one, two 5 and 28 direct reports. I put people first, understand strengths, opportunities, goals and work to empower greatness through direct, compassionate feedback, positive encouragement, recognition and empathy.
Talk about your experience writing strategically and concise with a welcoming human tone.
- Content best practices - writing as concise as possible; not only due to limited characters, but also limited attention span; use past data, business objective, brand, platform, consumer to inform the narrative to resonate; welcoming tone is more like formal texting use all punctuation, while also being human - using ! and emojis.
GenZ and Millenials
Talk about your experience writing for a mobile product.
- Experience writing for Nike App, Nike Run Club, Nike Training Club - push notifications, inbox, pop-ups, threads, feed cards all based on self created, insight driven best practices. also writing around product features, and physical products themselves;
- Insight, mission, vision/behavior shift, objective, Strategy, at a high level for each campaign; then click down version of that for each activation;
Tone Copy Direction for each deliverable based on best practices for that channel and lever;
Optimistic, empathetic; Sense of belonging; We;
Talk about your desire to work in a collaborative, cross-functional organization.
- ## enjoy working on teams, why I’ve shifted away from super solo entrepreneurial endeavors at this time.
