Design (Ops)

Ced's process of tracking projects, employeee growth and progress across two disciplines

Design Resources

2H Design Ops Strategy

Design Projects

Review Meeting

Cross-Functional Org

Head of Design HQ

How We Got Here on Marketplace

Weekly Design Update

Untitled page

Product Design TEAM SETUP

Design TEAM SETUP

Explore

Content Sparks

Short-Form Content "Sparks" Strategy

In Action

Short-form content is typically considered to be content of fewer than 500 words in length. It is typically quick and easy to digest content that covers a specific area of a topic, rather than going too in-depth or detailed.

Goal

Create a flexible system of design elements, prompts, and content pieces that are easy to understand and highly shareable on social platforms.

Rationale

Buying cycles are becoming more complex with decision-makers having less time to read through massive amounts of content. For many buyers and subscribers, the rising volume of marketing messages isn’t empowering—it’s overwhelming.

Bottom Line: To fuel growth for Alto, we need to be clear, succinct, and edgy with our outward-facing messaging. Public perception will drive the adoption of products so we will strive to be known as the solution-based company democratizing alternative investing.

Move away from strictly transactional/analytical content and focus on more emotional connections to money and decision making

Examples of plan IRL

First Round is a respected venture investment firm. They redesigned their content to fill in the blank in investing conversations. Their content gives them an authoritative voice in the industry.

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Execution

Types include status updates, tweets, event reminders, in-app short videos, infographics, emails, blog posts, and “bite-sized” white papers. Using our

Content Spark⁠

methodology, we will create a branded voice that is easy to consume.

Status Updates

This can be in the form of in-app messaging or public-facing release notes.

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Show off new features, or release notes

Tone: Smart, respectful of time, and conversational. (Millennials and Gen Z engage less when talked down to, instead, our posts should welcome comments, frustrations)

Tweets

We will need to develop a branded voice on Twitter. Our aim is to attract new users with a range of investing experiences. To do this, our tone should be inclusive, informative and allow audience participation.

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Above is an example of the type of engaging conversation starters we can create and distribute among influencers to amplify.

Daily Schedule:

Question (What are you working towards this week?)

Meme: Funny

Financial News with a slant CBNC

Wealth focused (Apollo Academy content)

Conversation Spark (Coinbase link)

Memes on Imgur + Giphy

Student loans, paying taxes, meme stocks, and a slice of cultural relevance (RHOA)

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Creating financial conversation moments like these will help grow audience and reputation online

This meme

Blog Posts (Learn)

Short Form Content Topics Ideas

Short Form Content Topics Ideas

Topics to Address

Notes

Header Image

Overview

Type of Media

Content Spark

GIF Memes

Influencer

Related to Untitled Database (Tags)

How An Investment Bank Works

Eric records quick audio dialog explaining the ins and outs of a investment bank or hedge fund

Audio

Personal Risk

How to operate investing in alternatives...even with Alto

Memes

Short Article

Investing Basics

Plain explanations of investing basics...without jargon or confusing language

Memes

Short Article

Real Estate

Simple explanation of terms

Short Article

Investing During a Recession

Thoughtful short discussions on positive developments and factual data as it relates to investing

Community Questions

Global Events that Shape Money

Simple explanations of how world events may shape your investments. At the end of each short article ask "How have you been affected by —— ?"

Community Questions

Memes

Short Article

Macro Mindset

Health focused content featuring ex-Wall Streeters

Audio + Short Articles

genius Money

Where Alto sees the future of alternative investing (Exclusive on-app only) listicle style with crossing off in red or green to denote if previous prediction came true

Audio

Exclusive

Long form

newsletter

How to retire with a million dollars if you make $75,000 a year

Animated video that shows how compounding interests works in a practical way.

Animated Video

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This is a great opportunity to create short-form content that has evergreen usage. Short posts no longer than 500 words explaining financial concepts in common terms. Jargon-free.

Investing Basics | Investing 101 | Know Your Risk

Why should I think about investing?

What is an investment?

What The Heck Are Options

What is the Stock Market?

Blog Post Formula

Question:

Definition:

Understanding 'subject'

Real-World Example

Takeaway (Twitter share)

Using this approach will allow us to create content that has immediate value. SEO, as well as in-app engagement, should see a boost.

Takeaway from the First Round site on 'formula':

Each piece has the format of an article/interview, centered around a theme, often with quotes or excerpts from a conversation. (I think the interview part is optional).

They follow an outline format:

Header #1

Key section 1

Key section 2

Header #2

Header #3

Key insights are highlighted and "tweet-able"; memes/images should also be easy to share.

Blog Post Threads 🧵

Break up our best-performing posts into Twitter Threads and share them as moments. (Business Insider example below)

We would do this with our new content going forward as well.

Twitter Thread

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We can use this format and medium to reinforce position, educate or introduce a new feature.

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Persona-Based Investor Video Series

Using Influencers, profile (zoom) Of our ideal customers talking about their fears, aspirations, and road to investing.

Money Mistakes (FOS)

Infographics

Charts will be our main tool to connect data to our audience. The presentation needs to be clean and effective. This increases the likelihood of sharing our branded content.

Tools: Infogram, Datawrapper, Statista

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Datawrapper: Create charts, maps, and tables Create interactive, responsive & beautiful data visualizations with the online tool Datawrapper — no code required. www.datawrapper.de⁠

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Clear, well-designed charts that inform

Audio

Need to think through a few use cases.

Audio within articles.

Video Series

Animated explanations of terms

Users Series - Focus on the target audience and feature profiles of the ideal customer

Money Mistakes: Celeb/Influencer interviews on money mistakes/mishaps

Money Moves: Animated explanations based on how real world

Emails + Newsletters

Format

Performance chart of top investment kits

5 headlines (2 sentences each)

1 case study-like section that focuses on 1 story from the news

3 Surprising discoveries

Strategy

Add everyone who received a retargeting email to the newsletter [in progress]

Add 1000 users who were invited (and did not open accounts) to the newsletter [in progress]

Change template to be less image-heavy [done]

Use Newsletter Glue to publish the newsletter on WordPress and send thru ActiveCampaign [in progress]

Deliverables and Timing

Objective: Roll out new strategy that directly or indirectly boosts our North Star metric (more funded accounts)

Recommendation

Setting up tracking and getting the structure of our content repository (internally and externally) in place needs to be P1. Then, we should begin to execute on the strategy

Rationale

For all of the deliverables listed below, we need about a month to get everything in place. Rushing this process impacts quality, but can also lead to a lack of essential tracking. The new content strategy has multiple components, all of which take time to implement. Social media plays a large role in this new strategy, so does producing memes on Imgur and Giphy, so we need to allow time to develop and scale our social content (i.e. build out a repository of content sparks).

Opportunities

We have so much content already on our site that is evergreen, but the majority of the blog posts are considered “dead weight” when you do an SEO audit. We should determine what our main "collections" are, organize the content we already have into these collections, and perform content gap analysis on what content we need to produce

We still don't have tracking in place from Segment, Branch, GTM, our mobile SDK, etc. – holding off so we can get all of our tracking in place is essential to understanding what is working and what is not working, but most importantly whether we are hitting our KPIs and keeping the CAC down

Deliverables

Brand "playbook"

Organize content into collections and perform content gap analysis

Secure influencer marketing engagements for IG and Twitch campaigns

October content calendar (based on gap analysis)

Finish testing site copy and moving the new copy into production

Explore ActiveCampaign

Full implementation of Segment and Branch

Update site structure of altoira.com/learn

Possible migration from Wordpress or Webflow

Migrate to SproutSocial

Set up

https://olvy.co/⁠

for release notes

Whitepaper on how our AI works (even if it's 1 page long)

Get verified on Facebook, Instagram, Twitter

Launch Plan

Launch Plan

Task

Notes

Header Image

Status

Due Date

Owner

Set up SproutSocial

Not Started

Open Imgur account

Done

Add new site copy to production

Not Started

ActiveCampaign implementation

In Progress

IG influencer marketing campaign

Not Started

Begin creating and publishing memes

Not Started

Finalize brand "playbook"

Begin writing and publishing blog posts from October calendar

Not Started

Finalize October content calendar

Not Started

Wrap up site copy testing

Not Started

Set up Olvy and move release notes

Not Started

Update site structure of learn site

Not Started

Get verified on social media

Not Started

Segment implementation (branch, mixpanel event, gtm)

In Progress

Open Giphy account

Done

Reorganize content repository into collections

In Progress

Secure influencer marketing campaigns

In Progress

Content gap analysis

Not Started

Decide whether we want to move from WP to Webflow

Done

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