Content Strategy

Meta apps serve billions of users on Facebook, Instagram, Messenger, WhatsApp and other products daily, worldwide.

People can access free help and education content online, translated to their preferred language, to learn how to use new Meta products and features.

Here’s what I did as a Content Strategist for Meta.

  • Created and managed user-focused help and education content across 3 Meta help centers, in products, on marketing sites, and in advertisements, over 7 years.

  • Collaborated with product marketing and engineering teams to assess needs and draft, design, and deliver strategic content to support more than 400 product launches.

  • Analyzed content data to understand user needs and make meaningful product update recommendations,

  • Audited content continuously for freshness and implemented SEO strategies to help users find relevant content.

  • Tested alpha and beta products to improve user experiences and ensure that UX considerations had a voice in each launch.

  • A/B tested information hierarchies to optimize content for high-quality user experiences.

  • Curated custom content libraries and other creative information solutions to meet business and user needs.

Messenger End-to-end Encryption

My actions

  • I partnered with global teams across product marketing and engineering to develop a curated set of help articles on the Messenger Help Center for this highly complex launch.

  • I set and executed a strategy to link to relevant articles from entry points and error messages within the product itself.

  • I proactively created and shared source-of-truth launch documentation to increase awareness of resources available for a consistent content strategy.

My impact

  • Focused on providing strategic help content at launch, I provided users with a robust suite of relevant, easy-to-understand help articles that could be accessed from within the product.

  • This meant that users could quickly and easily find timely explanations for this update, reducing the burden on them to seek information outside their chats, keeping them in product. This method built trust with users as they experienced a seamless product update without disruption to their favorite social products.

  • The result was that users more readily understood how the new encryption updates better protected their private chats on Facebook, Instagram and Messenger, as evidenced by insights from the content data and verbatim feedback.

Facebook Shopping

My actions

  • I created and updated 80+ help articles on the Meta Business Help Center to support this launch, developing templates, interstitial banners, and an internal library.

  • I implemented a clear approval process to organize and manage this extra-large content set, led trainings on my system, and coordinated with legal, marketing, and localization teams to update all content efficiently and seamlessly.

  • I helped to develop an additional online course series, collaborating with product teams and learning designers to outline, design, and provide the content.

My impact

  • Supporting the launch of Facebook Shopping, which allowed businesses to set up online stores on Facebook and Instagram, was a companywide priority with far-reaching impacts due to the COVID-19 pandemic and its acceleration of the need for better online shopping experiences, globally.

  • Due to my extensive coverage of these tools and my ability to speak about them extemporaneously, I put my hard-earned subject-matter expertise to creative use when I appeared in a video about how sellers could use the new Facebook shopping tools to drive business goals. This video appearance was out of my job scope but felt vital for users to understand the benefits of the launch. The video was featured in nationwide marketing campaigns.

  • I successfully advocated for a first-of-its-kind, in-product Education tab within the Facebook shopping tool, where people could access help while running their business online.

What people say about my work

  • “Alyssa is one of my most trusted allies and a joy to collaborate with and learn from. Alyssa is an outstanding writer and editor, ensuring published work is globally inclusive, clear, and on-brand. Alyssa asks brilliant questions to get at the heart of what her stakeholders and clients need and is capable of taking incredibly complex subjects and making them simple and accessible. Alyssa has deep experience working with cross-functional organizations, making her a trusted and indisputable partner to Product, Engineering, and Marketing teams. An asset to any team, Alyssa makes those around her better.”

    — Megan, Global Operations Lead

  • “She is a superb writer capable of creating content that is comprehensive, clarifying, and concise on tight deadlines without breaking a sweat. She is also an excellent project manager. She can look at a problem and quickly figure out what's needed to solve it, set up a plan for doing so, and execute even when things change unexpectedly. Her work was consistently acclaimed by managers, teammates, and cross-functional partners. On top of her considerable skills, she's a blast to work with. I'd be thrilled to get the chance to work with her again.”

    — Christopher, Content Designer

  • “Alyssa's exceptional talent as a writer, technical acumen, and unwavering user empathy make her a standout in her field. I’ve witnessed firsthand Alyssa's dedication to crafting content that informs and delights users. Her commitment to ensuring the best user experience is truly commendable. Over 10 years of collaboration, Alyssa consistently demonstrated a willingness to dive into complex subjects and offer support. She has a unique ability to grasp intricate concepts quickly and distill them into clear, concise content that resonates with users. Beyond professional accomplishments, Alyssa is an absolute delight. Her positive attitude, collaborative spirit, and genuine enthusiasm are infectious. She fosters a harmonious, productive work environment, uplifting those around her and creating a sense of camaraderie that greatly enhances team dynamics. Alyssa consistently exceeded expectations, leaving an indelible mark on her projects and teams."

    — Alison, Senior Program Manager