Especially important to glean accurate purview of content landscape due to lack of a thorough stakeholder assessment.
Predicated project milestones on both priority pain points found during initial assessments & industry- specific best- practices:
a. Information Hierarchy & Site Usability: Atomic page layout vis-a-vis high-conversion interior pages (e.g., "Donate" page); form design; simplifying architecture by removing informational redundancies & site page overlaps
b. Refined User Flows: Eliminate extraneous steps; clarify messaging & site usability (e.g, effectively- marked Nav bar); key question to ask is, "can the user easily find relevant content?"
c. Connected Content: Internal & external linking strategies; optimized title & keyword tags re: SERPs & crafting efficient SEO/SEM guidelines
d. Satisfying User Intent: Engineering content production & management guidelines which actively work towards making site a content authority in industry sector; best- practice content repurposing strategy respective of available resources?Site Map Refined User Flow
Isolated & prioritized competitive solutions which could realistically assuage critical pain points in-view of limited capabilities:
a. Market Research: What does success look like for other cause-driven orgs as it relates to online content metrics? What methods are similar orgs using to drive priority goals via content?
b. Cultural Landscape: Collect, test, & standardize effective nomenclature that represents/connects with primary user groups; SEO/SEM/SM channel campaign tactics; compelling atomic site page layouts; and, navigable site architecture
c. Software: Designate an NPO- friendly CMS to effectively support & streamline structured content needs (i.e., production, management, aggregation, distribution, governance, maintenance etc.)
Persona Development: Little demographic information available via Analytics; catalogued all followers on SM channels- focusing on those with a high-volume of interaction- to develop foundational personas & begin customizing correlating optimized journey flows
Satisfying User Intent: Why do dominant user groups visit org's, and other similar sites? Starting points re: producing content that satisfies top-level user needs?
Synthesized supporting research that revealed common reasons most users visit similar org sites to effect content development guidelines.Persona Journey Map
Developed a timelined strategy to structure & repurpose current original content across all channels, as well as means of capitalizing on user- generated content.
Crafted sample, persona- specific Topic Clusters using research on relevant user intent & expanded on each Cluster's pillar topics using Latent Search Indexing (LSI) (i.e., characterizing how to structure & produce optimized, targeted content).
Introduced optimization guidelines to retrofit current content assets in CMS and/or DOM re: changing search engine algorithms & systematically addressing factors that impact org's online visibility.Topic Cluster
Design & implement testing parameters using industry- specific standards as a benchmark, respective of growing tech implementation within the NPO sector
Properly configure Analytics to begin ascertaining org- specific Content KPIs
Create Content Style guidelines, basing test content on UX research & continually refining guidelines based on performance
Implement low- level structural site changes after configuring analytics for real-time understanding of how changes are impacting users & can meet overarching goalsHomepage_Nav Bar_Mockup