What do you do when site analytics show that 90% of your association’s website content is rarely visited, providing no value to your brand or membership? You get rid of it, of course. Wait, WHAT? Isn’t that a SEO kamikaze move? What about best practices, drastic loss of web traffic or drop in Google referrals? Come to this session and hear how NTCA-The Rural Broadband Association turned this aggressive, data-driven content strategy into site redesign success for their members.
No Cookies No Problem - Steve Krull, Be Found Online
How to Be a Content Hero
1. How to Be a Content Hero
Laura Withers, Director of Communications, NTCA – The
Rural Broadband Association
Markell Williams, User Experience Architect, Beaconfire
RED
6. Project Background
• Critical infrastructure for operators of critical
infrastructure
○ 11 years since last redesign
○ Four redesigns in one
∙ Association, PAC, Foundation, Insurance & Benefits
○ Evolving content strategy
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7. Project Goals
• Educate audiences about NTCA’s positions on telecommunications
industry and policy issues.
• Extend association’s influence on Capitol Hill and in the industry for
the benefit of rural telecoms and nation as a whole.
• Intuitive user experience with frictionless pathways to critical content.
• Responsive design that supports members regardless of device or
platform.
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8. 8
Project Vision
Create an integrated, forward looking digital
experience that positions brand as a critical industry
innovator. Deepen audience connection to the org
through improved access to key services, timely &
relevant resources, critical advocacy updates and
community impact stories.
11. Analytics / SEO Review
• Review site
analytics to
assess site
performance
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FINDINGS ANALYSIS
New visitors have 60% higher
bounce rate than returning visitors.
Users find the content they need,
but aren’t being engaged or enticed
to continue within the website (e.g.
additional calls-to-action)
80% of the traffic is desktop; mobile
is trending up gradually.
Even though traffic is still mostly
through desktop, the mobile
experience is key moving forward.
Mobile bounce rate has increased by
15% YOY; currently 50% higher than
desktop.
Mobile usage of NTCA.org has
increased, but site still isn’t
responsive.
90% of the traffic from direct and
organic; email, social and referral
traffic are under 1%.
This is an indication of your brand
awareness, marketing efforts and
importance for content strategy.
12. Site Inventory & Content Mapping
• Conduct full
inventory of URLs
• Ensure content is
properly mapped
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13. SEO Golden Rule
• Keep as many pages as possible to slow rate of
traffic dissolution
• NTCA was an exception:
○ 90% of site content, which amounted to roughly 7%
overall site traffic, was not migrated
○ Direct / organic traffic – less risk of losing traffic
after content migration
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15. 15
Perform a Content Audit
What to Look At
•URL
•Page Title
•Top Level (New)
•Second Level
•Third Level (and
Beyond)
•Goal
•Primary Audience
•Status
•Keep, edit,
consolidate,
delete, archive
16. 16
Evaluate voice and tone
• Life Events feature speaks directly to insurance plan
participants to help them navigate common events in
more approachable, conversational tone
17. 17
Identify Gaps & New Content Opportunities
• Member
storytelling
• Rural America is
cool
• Broadband makes
life better for
rural and urban
19. 19
Assess Goals & Needs of Business / Audiences
• Assess
business goals,
audiences, and
their needs
• Review /
conduct user
research
Audience Priority
Telecom CEOs and Staff (marketing,
communications, line workers, C-Suite)
High
Rural consumers High
Regulators and policymakers Medium
Industry suppliers Medium
Students Medium
20. 20
New Brand Direction
• NTCA is information and innovation
• Rural and urban America benefit equally from
broadband connectivity
• “Tech-forward”
21. 21
New Brand Direction
• “Stories of
Innovation” –
innovations
happening in small
towns as a result
of member
networks
23. 23
Imagery with Purpose & Intent
• Employ imagery that supports your story,
enhances written content, and engages
users
○ Visual storytelling examples (slide may contain
visuals only; we can speak to them with the
earlier bullet) [input from Eve]
