What's The Value of Our Content? A Content Strategy Audit for REI.
by Jonathon Colman @jcolman, Content Strategist at Facebook on May 31, 2013
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REI’s Outdoor Programs division has a mission is to inspire and educate people about the outdoors through a series of classes, events, and worldwide travel programs. Unfortunately, they often lack ...
REI’s Outdoor Programs division has a mission is to inspire and educate people about the outdoors through a series of classes, events, and worldwide travel programs. Unfortunately, they often lack the required investment of staff, systems, and resources to improve their content’s effectiveness for customers.
A content strategy audit helps businesses create a data-driven business case for future investment. A multi-dimensional approach was taken to consider 76 findability, engagement, and usability heuristics for all 2,100+ pages of REI Outdoor Programs’ content.
This quantitative and qualitative audit resulted in an estimated $1,000,000 of immediate search engine optimization (SEO) benefits along with a prioritized list of high-ROI recommendations for future investment. These outcomes will help grow REI Outdoor Programs to more effectively inspire and educate more people for a lifetime of outdoor adventure.
Learn more about REI Adventures at http://www.rei.com/adventures and REI Outdoor School at http://www.rei.com/outdoorschool.html
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