branding
content hub (2019-2020)
Os três projetos de conteúdo foram criados focados em SEO, social listening e uma estratégia baseada nos propósitos de cada marca. Além de entender o momento de cada um, foi importante ter as diretrizes do conteúdo claras e definidas para a criação e entrega de 30 artigos para os hubs.
O desafio era entregar um conteúdo direcionado, conciso e embasado, que se diferenciasse dos outros players do mercado.
Como Content Specialist, meu papel era definir as diretrizes do conteúdo, entregando um manual para a marca com tom de voz, voz, personalidade e pautas definidas para os 30 artigos. Também era responsável pela edição dos textos e entrega final para os clientes.
The three content projects were created with a focus on SEO, social listening, and a strategy based on each brand's purpose. In addition to understanding the current state of each brand, it was important to have clear and defined content guidelines for the creation and delivery of 30 articles for the hubs.
The challenge was to deliver targeted, concise, and well-founded content that would differentiate itself from other market players, as well as managing the project within a team of six people.
As a Content Specialist, my role was to define the content guidelines, providing the brand with a manual that included tone of voice, personality, and defined topics for the 30 articles. I was also responsible for editing the texts and delivering the final version to the clients.
branding
Ana Maria Braga (2017-2018)
Como Editora-chefe meu papel era criar o projeto editorial, manual de redação e estratégia de conteúdo e gerenciar a equipe de prestadores na produção de pautas diárias. No desenvolvimento do site, fui a responsável pela criação dos roteiros de entrevistas com usuários, linguagem dos produtos e jornadas de usuários individualizadas. Também garanti a implantação das diretrizes para cada produto e a hierarquização do conteúdo dentro do site.
As Editor-in-Chief, my role was to create the editorial project, writing guidelines, and content strategy, as well as manage the team of contractors producing daily editorial topics. In the website development, I was responsible for creating interview scripts with users, defining the language for the products, and designing personalized user journeys. I also ensured the implementation of guidelines for each product and the content hierarchy within the site.
As Editor-in-Chief, my role was to create the editorial project, writing guidelines, and content strategy, as well as manage the team of contractors producing daily editorial topics. In the website development, I was responsible for creating interview scripts with users, defining the language for the products, and designing personalized user journeys. I also ensured the implementation of guidelines for each product and the content hierarchy within the site.
No site da apresentadora Ana Maria Braga fizemos uma reformulação da marca pessoal. Para chegar ao resultado final de uma experiência simples e agradável, todo o time de Design, Desenvolvimento e Conteúdo realizaram as pesquisas, prototipagens, revisões e aperfeiçoamentos. O objetivo principal era ter um site completamente acessível tanto no desktop quanto no mobile, com conteúdo atual e atemporal e que gerasse mais de 20k impressões por mês. Com um crescimento de quase 20% ao mês, atingimos em três meses 50k impressões.
On the website of presenter Ana Maria Braga, we carried out a personal brand overhaul. To reach the final result of a simple and enjoyable experience, the entire team of Design, Development, and Content conducted research, prototyping, revisions, and refinements. The main goal was to create a fully accessible website, both on desktop and mobile, with up-to-date and timeless content that would generate more than 20k impressions per month. With a nearly 20% growth per month, we reached 50k impressions in three months.
Na área de Produtos, criamos um clube de assinatura e e-books a partir de entrevistas com usuários. Foram criadas personas e estratégia de conteúdo para cada um dos produtos – site, área logada para membros, ebooks e pautas –, então protótipos de cada um e testes de usabilidade.
In the Products area, we created a subscription club and e-books based on user interviews. Personas and content strategies were developed for each of the products—website, member's area, e-books, and editorial topics—followed by prototypes of each and usability testing.