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SEO & Content Strategy  ·  Market Research  ·  UX  ·  Vid  ·  QC  ·  Writing

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Dahlia Ferrer

SEO & CONTENT STRATEGY

Ford
Content Strategist

Context

Ford experimented with adding a tablet with curated content in the back seat of self-driving cars in Miami Beach. Our team relied on a test group of Miami residents that scheduled free rides on an app in return for feedback. When I was hired as their Content Strategist, Ford's biggest issues included:

  • their group of testers rarely used their service

  • when they did ride, they didn't engage with the tablet enough

  • content was originally sourced by team members who weren't content specialists

  1. Narrowed down correct test group: I discovered their low ridership was due to the fact that their test group lived far outside of their Miami Beach service area.
    I rewrote the filter questionnaire to ensure that our new test group lived within the service area. We set a high preference for our exact demographic, which was 18-21 year old males. 
     

  2. Conducted and presented market research: The team hadn't conducted market research. I learned that, generally, rideshare app users were disproportionately males 18-21 years old. I further segmented down my research to males in Miami. I set a content strategy of entertainment in Spanish and gaming. Miami tips would have to be from locals, not outsiders.
     

  3. Sourced content and suggested layouts in Figma:

    1. curated Miami influencers

    2. created a Miami quiz

    3. spoke with another branch at Ford to incorporate gaming apps that Ford had access to

    4. suggested a "mood" component that could control the car lighting, music as well as the tablet content suggestions 

    5. added an emergency weather widgit, which is extremely important to Miamians due to flash rains

Action

Results?

Ford could finally start getting feedback on all of their efforts!

Hewlett Packard Enterprises
Design System

Context

The Design System team hired a Content Strategist two or three years after starting the documentation process and publishing their guidelines online. The expectations were to address the following:

  • the design system wasn't as highly adopted by their in-house devs as they'd hoped

  • devs stated they couldn't find what they were searching for or that it was difficult to know what UX design choices implement under certain circumstances

  • the pages of the design system site weren't homogenous, and were therefore unpredictable for the users

  • the UX Designers who had written the pages didn't feel that writing was in their scope of talents and would prefer a content strategist with strong writing skills clean this up

Action

  1. ​Audited HPE's UX Design System website.

  2. New layout suggestions: After research and gathering information from stakeholders I suggested

    1. a sticky table of contents with anchors down the page to help developers find information quickly

    2. homogenized subtitle sections across the design system pages

    3. a "when to use" vs "when not to use" section to guide developers with decision-making.​

Results?

1. Implementation of the table of contents and anchors across the entire site was a success!

2. Decrease in Developers' time in searching for things on the Design System site pages.

3. Increased traffic to the UX Design System site.

FK Irons & Microbeau
Marketing Team

Context

One of the top tattoo machine and permanent makeup machine manufacturers in the world had launched wireless machines... just before the pandemic. They needed a Content Strategist to: 

  • get on the first page of Search Engine Results Pages (SERP)

  • increase sales during the pandemic

  • actually get a data- and analytics-based strategy across all of their digital platforms

Action

  1. technical and content SEO audit of 3 e-commerce sites

  2. updated tags across all e-commerce sites

  3. created editorial calendar for consistent, quality blog publishing

  4. established good rapport with influencers and experts for guest blogging and interviews

  5. collaborated with social media team on YouTube SEO

  6. A/B testing on email subject lines

Results?

1. Organically got on the first page of Google search results pages.

2. RECORD sales - during the pandemic!

2. Significant increase in email open rates, once reaching an unheard of 88%

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