Design process – Content strategy – 3 talks to watch

Content is critical.

Here are three talks where you can think about to think about the thinking that goes into writing how you think.

(I might have overdone that one…)


Anyway… here it is.

Content Strategy in a Zombie Apocalypse, Karen McGrane at USI

UX Content Strategy w/ Karen McGrane

How to Write Content for Web

WordPress and Machine learning

I have been working on an idea for a LMS project I am involved with.


The general problem we are trying to solve is to provide a customise learning path for users


Here are some of the videos I found relevant and quick research notes.


#Machine Learning with WordPress

(not as much about wordpress as I thought it would be but a nice intro)


#Building a Machine Learning Platform at Quora

Very good consideration – must relisten to it again.



  • scoring engine
  • gamification / scoring engine


Reference articles

Predicting Customer Behavior: How we use Machine Learning to Identify Paying Customers before they Subscribe

Lasso (statistics) [WIKI]


Track User Behavior in Real-Time to Offer Relevant Website Content to Auto Shoppers – Mini Webinar

That last one got like just wow!!!


Ok… gotta think about that..


Newsletter email confirmation – NextCloud #JustAnExample


Nextcloud is an awesome solution to create and manage your own cloud – you should really check them out if you have never heard of them.

Here we have a quick look at the newsletter confirmation – an always challenging issue for open rate and engagement with your users. I found this one pretty good – so I have added to the #justAnExample collection

Why is it good?

  • It gets personal

It gets personnal real quick – which force you to care about that guy who is writing to you. I think it is an underrated way to communicate with your audience. Too often businesses are very impersonal and you never know the name of the person writing to you – including in the newsletter and that’s a shame. Not that it is right in every case – but I do think a lot more should be doing it – especially – but not only – SMBs.

  • Text!

No fancy graphics – just a plain text email – which I think sometime help convey better the information than an over crowded branded email with graphics all over the place.


So that’s it – just wanted to get this out there – and have it in the collection 🙂


Beer, Conversation and Bridging the Opinion Gap

We are all different.

Color, Race, Religions.

Different brands of toothpaste.

Different opinions.

Lately, having different opinions is starting to turn into a real issue.


Up to a point where people can’t even have a conversation about it.

(Arguably, this was always the case, just that now, it seems it is getting harder to just ignore others’ opinions)


It is not always easy to to discuss.

Open conversations are hard.

It is even harder when both sides have strong opinions.


Well, Heineken just made a commercial about

Worth watching.



If only we could learn to talk to each other, we’d be in a much different place.

It will take more than a beer commercial to get there.

But it still remain a very nice move by Heineken.


It also confirms my opinion that businesses have a real role to play in creating content that can impact the world around them.

We live in the internet era.

Your voice matter.

Make it count.

Content is king

That’s not new.
That’s also not something people pay enough attention to.

Content is king for a reason.
Content is the expression of your knowledge.
Content is what help you communicate your brand.
Content is what define if you exist or not on the internet.
Content is what connect people with each other.
Content is what make your voice meaningful.
Content is what help you make a difference

For all these reasons and many others, content is king.

Creating content is what allow your audience to keep in touch with you.

Creating content allows your brand to be understood better.
When you are understood better, it is easier to trust you.

It is easier to find you relatable.

It is easier to build a relationship.

You stop being a stranger on the internet because people start to know who you are – because you created content.

They start to feel what you feel, they understand your point of view on the world.

They do not have to agree.
They do not have to care.

But if they want to, then you are here.

You made the first step.

Making the first step is always terrifying, because yes, it is terrifying to put yourself out there in front of everyone.

It is hard also for a company.

It is hard for a brand to decide to share its voice. But if companies don’t do it, they will never get through the noise to the heart of their customers, they will never touch their audience where it matters (and no, it is not their wallet).

You can make the best beer in the world, but if you don’t talk about it no one will know.

And if you just goes out and say “my beer is the best in world” no one will listen because “they all say that” so you have to think.

You have to be creative.

And yes, it is hard.

You have to dig deep into the soul of your brand, the “why” of you company, the manifesto of its existence.

Creating content is hard.
But it is worth it.