The document presents a workshop led by Masa Zokaei focused on enhancing content strategy skills. It outlines key concepts, methods, and exercises related to content strategy, including project stages, analytics, research techniques, and user engagement. Participants are encouraged to brainstorm and collaborate on content strategy statements and other practical exercises to apply the concepts learned.

1. Mad Skills: Hacks that BoostYour
Content Strategy
Masa Zokaei

2. I am a content strategist.
I ask a lot of questions.
I like learning new things.
2
MASA
ZOKAEI EDIE

3. 3
meetup.com

4. A LITTLE BIT
ABOUT THIS WORKSHOP
W H Y I A M D O I N G T H I S ?
W H A T M I G H T Y O U G E T O U T O F I T ?
L E A R N M O R E
4
Alittle about this workshop

5. 5
Pain point.
In your content work

6. 6
Your turn.
T E L L S O M E O N E A T A D I F F E R E N T
P A R T O F T H E R O O M :
Y O U R N A M E
W H A T D O Y O U D O I N C O N T E N T
F A V O R I T E T V S H O W

7. A LITTLE BIT
ABOUT CONTENT STRATEGY
W H A T W E D O
W H O W E W O R K W I T H
L E A R N M O R E
7
Alittle bit about Content Strategy

8. D I S C O V E R D E F I N E D E S I G N P U B L I S H R E V I S E
STAGES OF A PROJECT

9. STAGES OF A PROJECT
D I S C O V E R D E F I N E D E S I G N P U B L I S H R E V I S E
• Needs
• Objective
• Audience
• User flow
• Larger experience
• Goals
• Holistic view of content
• Content design
• Governance strategy
• Information architecture
• Micro and macro copy
• Consider all types of
content
• Tagging structure
• Technological
considerations
• Content ecosystem –
other channels
• Review
• Test
• Analyze metrics
• Optimize
• Inventory
• Audit
• Competitive Analysis
• User Personas
• Content Bucketing
• Inventory
• Audit
• Competitive Analysis
• Content Brief
• Content Matrix
• Set metrics
• Content Map
• Content
Recommendations
• Workshops
• Content flow
• Pressure test
• SEO strategy
• Testing and research
plans
• Check compliance with
brand
• Testing framework
• Share reports and
findings
• Make recommendations

10. Content strategy is taking your
business goals, your user needs
and your systems of content
production in consideration to
plan for a content experience.
10
Definition of Content Strategy

11. A LITTLE BIT (MORE)
ABOUT THIS WORKSHOP
G E T T I N G S T A R T E D O N A P R O J E C T
A N A L Y T I C S A N D H O W Y O U U S E I T
R E S E A R C H M E T H O D S
U X S T U F F
C O N T E N T O R G A N I Z A T I O N
L E A R N M O R E
11
Alittle more about this workshop

12. C O N T E N T
S T R A T E G Y
S T A T E M E N T
Q U E S T I O N S
C H E C K L I S T
12
STARTING ON A
PROJECT

13. “Your content strategy def ines
how an organization (or
project) will use content to
achieve its objectives and
meets its user needs.”
“ C o n t e n t S t r a t e g y f o r t h e We b ” ,
K r i s t i n a H a l v o r s o n & M e l i s s a R a c h
13
Content Strategy definition by BrainTraffic

14. WHAT IS THE CONTENT WHO IS THE AUDIENCE WHAT IS THE PURPOSE
Should tell us what your goal is. It's like the mission statement of your content
+ +
14
CONTENT STRATEGY STATEMENT

15. - B r a i n T r a f f i c ( h t t p s : / / w w w . b r a i n t r a f f i c . c o m )
15
An example of content strategy statement

16. - M a s a Z o k a e i f o r C a p i t a l G r o u p
Publish articles and white papers that
communicate a perspective to help our
Consultants stay informed.
16
An example of content strategy statement

17. CONTENT
STRATEGY
STATEMENT
USER
PRODUCT MARKETING
BUSINESS GOAL
17
WHY A CS STATEMENT

18. Exercise #1
Brainstorm a CS statement using
the worksheet provided.
Get into groups of 4-5 people.
Exercise #1

19. - L A C I T Y . O R G
- I N V E S T O R . V A N G U A R D . C O M
- E S P N . C O M / W O M E N S - B A S K E T B A L L
- P O W E L L S . C O M
- A I R B N B . C O M
USE ONE OF THESE SITES:
19
Exercise #1

20. Discuss.

21. Exercise #2
Make a list of stakeholder questions
using the worksheet provided.
Exercise #2

22. Discuss.

23. T Y P E S E X E R C I S E
23
ANALYTICS

24. “Analytics is the discovery,
interpretation, and
communication of meaningful
patterns in data. It also entails
applying data patterns towards
effective decision making.”
W i k i p e d i a 2 0 1 9
24
Analytics definition

25. Information.
25
Information

26. “What marketers, developers
and designers all have in
common is the same business
goal of helping users convert.”
D a n i e l S c h w a r z , “ F i v e M y t h s a b o u t D a t a - d r i v e n D e s i g n ”
26
Quote about conversions

27. 27
What are conversions?
When a site user completes a desired action, such as
signing up for updates, sharing content, filling out a
form or making a purchase.
IN UX, it can simply mean that take a desired action.

28. TYPES OF METRICS
U N I Q U E V I S I T S
U N I Q U E V I S I T O R S
B O U N C E R A T E
T I M E O N P A G E
P A T H
28
Types of Metrics

29. IN-APP ANALYTICS HEAT MAPS SOCIAL
WEB METRICS CONTACT SEARCH AND KEYWORD
Types
29
Types ofAnalytics

30. Exercise #3
Identify the goals and metrics
30

31. - L A C I T Y . O R G
- I N V E S T O R . V A N G U A R D . C O M
- E S P N . C O M / W O M E N S - B A S K E T B A L L
- P O W E L L S . C O M
- A I R B N B . C O M
USE ONE OF THESE SITES:
31
Exercise # 3

32. Discuss
32
Discuss

33. TOOLS
C O N T E N T A U D I T O R
S I M I L A R W E B
G O O G L E A U D I T
S C R E A M I N G F R O G
C R A Z Y E G G
33

34. Resources
•The Content Strategy Podcast episode 14
•https://www.sitepoint.com/5-myths-about-data-
driven-design/
34

35. Break
35
Break

36. WHERE ARE WE?
G E T T I N G S T A R T E D O N A P R O J E C T
A N A L Y T I C S A N D H O W Y O U U S E I T
R E S E A R C H M E T H O D S
U X S T U F F
C O N T E N T O R G A N I Z A T I O N
L E A R N M O R E
36
Where are we in the presentation

37. RESEARCH
T Y P E S E X E R C I S E
37

38. Qualitative.
Because quantitative doesn’t
tell us the whole story.
38

39. SECONDARY RESEARCH FOCUS GROUPS SURVEYS
INTERVIEWS USER TESTING
COMPETITIVE
Types of Research
39
Types of Research

40. GUERRILLA RESEARCH
1. Low cost
2. Fast
3. Buy-in optional
40

41. Guerrilla Research
Because sometimes the research
you have is not enough.
41

42. WHAT IS YOUR GOAL
FOR THE RESEARCH?
- F E A T U R E S
- S T R U C T U R E
- M E S S A G E
42

43. INTERVIEWS SURVEYS CARD SORT TASK WALK THROUGH OPINION POLL
Types of Guerrilla Research
43
Types of Guerrilla Research

44. Why
Talking to even a few
people is better than none
44

45. Exercise #4
The interview
45

46. - U B E R
- A I R B N B
- I N S T A G R A M
USE ONE OF THESE APPS:
46
Exercise #4

47. TIPS
- W R I T E N O W , R E P O R T L A T E R
- O P E N E N D E D Q U E S T I O N S
- S H O W Y O U C A R E
- U S E P R O M P T S
- B E C U R I O U S
- D O N ’ T L E A D
47

48. Discuss
48
Discuss

49. Resources & Tools
"Interviewing Users”, by Steve Portugal
Survey Monkey
Optimal Workshop
49

50. E X E R C I S E S
50
UX WRITING

51. Copywriting UX Writing
simple
wording
product
and
designers.
Make things
sound more
interesting
Sales and
marketing
vs
51
The difference between

52. CTA INSTRUCTIONS ERRORS HELP CONTENT CONFIRMATION
Types of UX Writing
52
Types of UX writing

53. Exercise #5
Part 1 Fix the UX Writing
Part 2 Write the UX based on
prompt
(get into pairs for this exercise)
53

54. Resources & Tools
“Letting Go of the Words” Janice Redish
“Don’t Make Me Think” Steve Krug
“Strategic Writing for UX” Torrey Podmajersky
https://designshack.net/articles/ux-design/ux-writing-tips/
54

55. Discuss
55

56. Break

57. WHERE ARE WE?
G E T T I N G S T A R T E D O N A P R O J E C T
A N A L Y T I C S A N D H O W Y O U U S E I T
R E S E A R C H M E T H O D S
U X S T U F F
C O N T E N T O R G A N I Z A T I O N
L E A R N M O R E
57
Where are we in the presentation

58. G O A L E X E R C I S E
CREATE A SITE
58

59. - S c o t t A d a m s
Product comic strip
59
Product comic strip

60. Exercise #6
USING THE PROMPTS TO:
Part 1 DEFINE GOAL
Part 2 BUILD A VERY LOW-
FI HOMEPAGE
60

61. Discuss
61

62. Questions
62

63. Merci!
63

64. 64
Feedback? Help?
@themasappeal
masa.edie@gmail.com