The Source: Content Strategy
“How might we create a holistic approach to our website content and enable effective content management while leveraging opportunities to connect with our customers?”
My Role: Content Strategy Lead
Approach
We started with multiple collaborative workshops and sessions to identify the current state issues with The Source’s content and identify known needs based on existing data on customers. From there a competitive landscape analysis was done to understand what types of opportunities and gaps existed for The Source content. We then did an extensive audit of over 100 content pages from across multiple sections of the current website and evaluated them against the business and customer goals.
After synthesis and analysis of all the inputs we created a content mission statement and accompanying themes to act as the “north star” for all content. A detailed strategy was then developed that included editorial strategies, page goals and theme mapping, content placement guidelines, governance models, content team structure, tools, and content measurement goals.
Outcome
A quick reference guide for content team members and a detailed 60+ page report that outlined the full holistic content strategy and governance approach for the new experience.