The content strategy exercise that I did for Alibaba for a content strategy position at Alipay.

1. Alibaba UED
Content Strategy Exercise

2. Identifying
Opportunity
Check out AliExpress.com (mobile or PC) or the AliExpress app and
pick a product, section, user flow, etc. that could use a content
overhaul.
Please explain
1. What issues you see and how you would fix it
2. What information you would need to validate the changes
TASK 1

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15. Revising content
structure
One of the products on AliExpress is called Featured Brands. In our app,
from the purple button labeled “brands”, take a look at our bands page. In
this page, we want customers to learn about new brands, new arrivals in
brands and of course, shop. Keeping this in mind,
mock-up a new user experience.
In your evaluation:
1. Give your analysis on the current page structure
2. Explain the changes you’ve made and why and how they link with the
product needs
TASK 2

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21. Campaign Building
Part 1: Branding
1. Please come up with a suggested brand name. You may use the
tentative name proposed by the product team (Alibaba Global Shipping and
Logistics) or create your own. In either case, please provide a brief
explanation of why you have chosen this name.
TASK 3

22. This is a name that connotes the very
logistic nature of the company offering.
While this is could connote swift delivery
a challenge would be people confusing
this with Ali Express which pretty much
means the same thing.
A name that associates with a beast of
burden known to transport heavy loads
across difficult terrain. And probably the
very beast Alibaba took to the mythical
cave.
Another name that drives a clear
association with the logistics connection.

23. Campaign Building
Part 2: Promotion
Please create the content for the following:
1. Banner ad that lives on the homepage of AliExpress
2. Landing page for the service. The landing page should both clearly explain the
service and motivate buyers to use it.
3. E-mail. State as many relevant details as possible. In a separate note, please
inform the product team (us) of your planned EDM launch date and time.
4. Banner ad that lives on outside websites
5. Social Media: We operate 3 social media platforms (Facebook, Twitter and
Instagram). Explain which channels this promotion should be on (and why) and
provide one example post for the channel(s) you choose.
TASK 3

24. Moving you
as you move
the world
Discover our end-to-end delivery service.
Leave your
door-to-door
at our door.
Logistics from China has never been easier.
Homepage Banners

25. A service that
delivers at
every level.
End-to-end delivery service for SMEs.
From our
Great Wall
to yours.
Discover our end-to-end delivery service.
External Banners
Learn More Learn More
To be used on Linked at FB targeted ads to SME Chinese brands on Social media

26. A service that
delivers at
every level.
Made in china
will make America great again.
If you are importing goods from China sometimes working with
your Chinese supplier to get delivery in the United States can
seem to be ever so challenging.
No more.
Ali Deliver from Alibaba helps you eliminate one of the greatest
hurdles of doing business with China. Our new delivery service
offers end-to-end shipping services for all sizes of
consignments with detailed shipping tracking, customs
clearance, packing and storage at attractive prices.
So leave the heavy lifting to us as that leaves you to get ahead
in your business.
Landing Page
Get a quote

27. We deliver on every little detail.
• End-to-end delivery services
• Customs clearance
• Package tracking
Emailer
Learn More
• Discounted Packaging
• Discounted Storage
Discovery a whole new level of convenience with door-to-door delivery and logistic services
with Ali Deliver from Alibaba. Nobody knows doing business in China like we do. Which is
why we are in a unique position to help you in your import business, bridging the gap
between you and your suppliers in China. Helping you eliminate some of the hurdles of
doing business with China with our trusted logistic services.
Sign up today for our end-to-end shipping services whether you are receiving product
samples or large bulk shipments and avail of the following benefits.
SUBJECT: Simplify business with China with logistic solutions from Ali Delivery. LAUNCH DATE: 3rd April 11 AM. ET UTC -5:00
EDM Criteria: Users who have purchased bulk order of 100 units of more to the US or have more than 50 individual transactions to the US.
We deliver on every little detail.
Discovery a whole new level of convenience with door-to-door delivery and
logistic services with Ali Deliver from Alibaba. Nobody knows doing business
in China like we do. Which is why we are in a unique position to help you in
your import business, bridging the gap between you and your suppliers in
China. Helping you eliminate some of the hurdles of doing business with China
with our trusted logistic services.
So sign up today for our end-to-end shipping services whether you are
receiving product samples or large bulk shipments and avail of the following
benefits.
• End-to-end delivery services
• Customs clearance
• Package tracking
• Discounted Packaging
• Discounted Storage
Learn More
Introducing
AliDelivery

28. Social Media
Since the key decision makers are primarily likely to be
part of a procurement team for a company, it make this
communication a primarily B2B communication. It is easier
to target such people on Linkedin than any other medium.
However for smaller business that may be running
boutique experiences that are being stocked with products
from China, Facebook can be used to target such small
and medium business unit brands with posts that drive
users to a landing page.
A service that
delivers at every size.

30. Thank you for reading!