Content audit & discovery
What I do
Assess site content alongside user research and analytics and offer recommendations on copy, content organization, voice and tone, component utilization, and other UX concerns, as well as SEO strategy as it relates to copy/content. If needed, provide point of view on larger content strategy questions, eg, how website strategy will relate to social strategy, gated content, lead gen, emails, etc.
Case study: Humanizing Barclays’ B2B offerings
As a senior content strategist with Huge, I performed a content audit and competitive analysis, then presented recommendations to Barclays Corporate & Investment Bank on how to improve the content in the “Solutions” section of their site, which markets their B2B offerings. I offered ways to create a more human connection with potential customers, along with more micro suggestions around voice and tone. I also explained how a potential user might journey through the site, and how the current content was not always appropriately timed for their place in the journey. Thanks to easily actionable insights in my discovery deck, my agency gained easily alignment with the client and was to implement the changes I recommended. I led the implementation of copy recommendations.
Case study: Creating clarity with a content audit
Mandarin Oriental has hotels all over the world, with a different micro-site for each. To help the creative team gain a clear understanding of the content appearing across each site, as a content strategist at Valtech I created a comprehensive matrix that it easy to understand the current site architecture, search for certain text or image descriptions, and see which properties contained what kinds of nested content.
Related Work
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