Client X | Content Audit and Content Optimization

Note: Due to an NDA, much of this work is redacted or modified for anonymity. I worked as a freelance content strategy lead at an agency, with a client that is a major financial institution. To view the work, please use the link to see the redacted deliverables.

The Ask: I came in as a Lead Content Strategist to oversee the Content Strategy team and work closely with copywriters and UXers. The client wanted about 250 pages audited with the goal of optimizing content for 3 of their products.

The Approach: Everything stemmed from the content audit. As a team, we divided and conquered the audit. Once that was complete, that helped drive an updated sitemap and IA that I worked closely with UX to help them complete. Additionally, impacted rewrites for copywriters. Based off what the CS team found, we recommended which pages would offer the greatest impact for rewrites.

In addition to the cross-team collaboration, the Content Strategy team was also tasked with teaching the client best practices. Over three workshops, we taught different members across the organization best practices for creating digital-friendly content and areas where they could improve their site. Additionally, we gave them a Content Strategy Toolkit—a single resource for creating good, strategic content.

The Result: Workshops were informative and the toolkit offered clear guidelines for the client. Sitemap and IA work found some friction, since there were other ongoing sitemap conversations going on, but key stakeholders pushed to hear more about our findings. I rolled off the project before writing started, but made sure they had a detailed content intake form to create strong rewrites.

The Win: This was my first time overseeing a Content Strategy team and it went great! And the agency gave me the freedom and trust in my abilities to challenge the client to get the most effective growth from them—aligning with the scope, but asking more questions and opening up more discussions to make sure we gave them the best, most informed results we could.