Content Strategy Audit
In Kristina Halvorson’s book Content Strategy for the Web, she breaks down the two most important goals of content: it meets user goals and it meets business objectives. That seemingly simple notion is a highly complicated process requiring input from product managers, developers, designers, copywriters, data scientists, and marketers, to name a few. Therein lies the role of the Content Strategist.
When Rentcito launched its web application for property owners, it missed a few steps and sought to find out how to optimize the website to attract new customers and retain existing ones. Enter our content strategy challenge.
Background
Our challenge was to provide a meaningful content strategy roadmap for Rentcito to follow. Because it was a new website, very little data existed on user behavior, no A/B tests had been conducted and virtually no one knew the website existed. The website was built on a CMS system that may or may not have the flexibility required to implement suggested alterations, and the budget was very small.
Process
This project was lead by Facebook Content Strategists to lead and teach the process of effective content strategy, what it is, and its cross-collaborative role in businesses large and small.
Discovery
In the discovery phase, we interviewed Rentcito to learn more about the product, the Rentcito website. We learned about Rentcito’s mission, market solutions, target audience, specific challenges, and goals. This startup enjoyed plenty of room in the market and low competition, an innovative approach, and a relevant solution. Although a mock project, the challenges and gaps in the product are common across industries.
SWOT Analysis
We found that Rentcito’s strength was largely in the market research and data it had collected and refined into an E-book for user instruction. Weaknesses showed a lack of web functionality, user data, and web content as well as a foggy impression of target audiences. This led to obvious opportunities for an improved interface, data collection, content structure, and user research, however, other opportunities were found for potential business partnerships, its Seattle location and corresponding rental market, and research indicating a willingness to pay for such a service. Threats include 20 plus similar startups in the space and unclear legal concerns over online contractual agreements.
Content Audit
Once we had identified Rentcito’s goals and position in the marketplace, it was time to dive into an appropriate approach to uncover at least one piece of the puzzle. Other qualitative measures such as user research, user journey mapping, tree tests, and user personas may have proven useful if more resources were available. In addition, quantitative data such as impressions, conversions, time on page, sales, abandonment, etc., did not exist. A content audit would be the best approach to give Rentcito a high-level strategy to greatly improve the quality of their product.
Solution
Ensure Website is Responsive for All Devices
Organize Content based on User Data and Business Goals
Ensure Website Meets All Accessibility Standards
Create a Style Guide
Optimize for High Speed Load Times
