Content Strategy

Content strategy defines the purpose, vision, and direction for content. Content strategists create the plan for the creation, delivery, and governance of delightful and usable content. As a talented content strategist, I’ve created the high-level vision to guide content development to deliver against business objectives.

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CONSUMER SELLING

At eBay, I created the content strategy to entice first-time sellers to sell on eBay. My strategy included content objectives, competitive analysis, messaging hierarchy, frameworks, and voice and tone guidance.

The final product contained rotating banners with personalized messaging, seller testimonials, a video (that I wrote the script for), and selling tips.

As a result of this work, we saw increased adoption of the new seller flow.


Screen Shot 2018-01-13 at 11.52.00 PMEMAIL GUIDELINES

eBay’s customer emails were inconsistent in content, style, design, and tone. As part of the CEO-sponsored initiative to address this, I created a comprehensive strategy and guide for creating customer-facing emails. This strategy included guidance on how to create content for each email element, as well as voice and tone considerations.

This project was extremely critical to the company, and  I received kudos from the SVP and EVP for my work on this.

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GEO EXPANSION

In 2014, I become the manager of eBay’s Geo Expansion team. As such, I created a content strategy to assist us in building global experiences that felt local for our customers.

My holistic strategy included a vision statement, competitive analysis, localization processes, dependencies and risks, and a roadmap. Using the guiding principles outlined in this strategy, my team was successful in creating and localizing experiences for LatAm, Brazil, and Russia.

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 MY EBAY

My eBay is customers’ dashboard into their buying and selling activity. It needed an overhaul in a major way.

As the lead content strategist on this project, I created a content strategy that included auditing the existing content, creating voice and tone frameworks, defining guiding principles, and developing a new navigational strategy that allowed customers to easily find what they needed