This document provides an evaluation and recommendations for improving the content strategy of Ballard CrossFit. It identifies things they are doing well, analyzes their current website and messaging, proposes a customer journey map and ideal customer persona. A content analysis found opportunities to build more trust and make the website easier to use. A workflow is proposed to identify, create, approve and distribute new content. Metrics and an implementation timeline are outlined to track progress.

1. Ballard CrossFit
CONTENT STRATEGY EVALUATION AND RECOMMENDATIONS
BRIDGET HOBBS

2. Overview
 Things We Are Doing Well!
 What are we telling the customer? Messaging
 What do our customers’ want to experience on our website? Think/Feel/Do – Be The
Customer, Customer Journey
 What is really going on? Website Content Analysis & Customer Goal Content Mapping
 How do we make this happen? Proposed Workflow
 How do we keep this working in the future? Governance
 How do we tell if this is working? Scorecard
 How soon can we make this happen? Implementation timeline

3. Applause!
 Great looking new website
 Super FB engagement happening
 Instagram usage
 Great inventory of supporting images
 New Programs – specialty classes, childcare, social, coach development

4. What are we telling the customer?
Messaging Hierarchy
Hierarchy Message Call To Action
Primary Get Healthier, Get Stronger, Play Longer!
Attend A Class. Use the Sign Up Button - Sign Up for a
Stronger You Now!
Secondary
Ballard CrossFit has coaches that keep you safe, it’s fun and a
community that encourages you on your fitness journey!
None
Details
Ballard CrossFit is not just another gym. It is inclusive and all levels of
fitness are welcome. The website answers questions about location,
coaches, events, and class schedules.
The “Sign Up for Class” button accesses a calendar of
upcoming introductory classes and the sign up form.

5. Ideal Customer
Goal Prioritization
(35-55 Year Old Woman/Man)
Think
• Get Healthier!
• Feel & Look Better!
• Play Longer!
• Get Stronger!
Feel
• Excited
• Motivated
• Inspired
Do
• Schedule On-Ramp Class
• Join Ballard CrossFit

6. What do our customers’ want to experience on our
website? Customer Journey/Lifecycle
Discover Investigate
Sign Up
For Intro Class
Join
BCF
Members
Share
DOING Users look for fitness ideas
online and discover
BallardCrossFit.com. They
learn that BCF is a unique
gym with caring coaches and
supportive members that will
help one become stronger
and fit in a safe way while
having fun.
Users ask questions and
find the answers on the
website
Users sign up for the
introductory class.
Users become members
and begin to participate
in events and record
their workout statistics.
They share their images and
workout statistics on
BCF.com, Facebook and
Instagram
THINKING What options are there to help me get stronger and more fit?
What is CrossFit? What is Ballard CrossFit?
What will I be doing? Will it be safe and will I get hurt?
Is it near me? What does it cost? When are classes?
How long does it take to see results? Are other people like me doing this?
I love this gym!
I am seeing great results!
I want to share my great
experience with everyone!

7. What is really going on?
Customer Journey/Lifecycle – Feeling
Discovery
Interested in Ballard CrossFit
Nervous about abilities
Inspired by Testimonials
Exercise
Unfamiliarity
Encouraged by
community
spirit on website
Sign Up for Class!
Nervous about class
Excitement after class
Join BCF
Share

8. Web Content Analysis
Build Trust
• Add testimonials including video,
Facebook posts and still
photography
• Lower Intimidation factor. Add Call
To Action – Contact A Coach
• Help the customer by having
supporting content at each step
Make It Easy…
• To find the website – add metadata
& SEO
• To find Information on the website
• To use – mobile friendly, calendar
Highlight Unique
Community Spirit
Make friends, have fun, get fit!
CrossFit Open/Friday Night Lights socials,
Nutrition Challenge, specialty classes, yoga,
and Girls’ Night events

9. Customer
Goal Content
Mapping

10. How do we make this happen? Proposed
Workflow
Identify Content Needed and
Assign Roles Governance
 Establish governance guidelines Video
 Text for Posts
 Photos
 Text for Website

11. Proposed Content Workflow
Who is
responsible?
What is needed? Where is it viewed? Creates & Edits Content Approves Distributes
Identify Content Needed Content Strategist
(CS), Owner
Video
Text for Posts
Photos
Text for Website
Instagram, Website
Facebook
Facebook, Instagram
Website
Coach
Mktg Asst
Coach
Mktg Asst
CS, Owner
CS, Owner
CS, Owner
CS, Owner
Mktg Asst
Mktg Asst
Mktg Asst
Website Dev
Video and text testimonials updated quarterly to remain fresh

12. How do we keep this working in the
future? Governance Guidelines
 100% of content is reviewed and approved by Content Strategist or owner prior to
distribution.
 All content is tagged and maps to a specific user goal.
 All website content statistics reviewed quarterly and modified or removed if the usage
score is consistently below 40%.
 Frequency
 One post per day to a social media website.
 Web content evaluated quarterly and updated as needed
 Video and text testimonials updated quarterly to remain fresh

13. How do we tell if this is working?
Scorecard
Metric Description/Source Goal Actual % of Goal
Initial Impact
Unique Visitors per page Analytics 50%
Depth of Interest
Depth of visit Average pages viewed per visit 5
Time on site Average time on site in seconds 450
Traffic source Traffic from bookmarks/Typed URLs 37%
SEO
Average keyword ranking Google Adwords/Trends High
Average results page placement Google placements 1st page
Traffic from organic search Analytics 22%
Top 3 pages visited Analytics 1.
2.
3.
Social Media 200
Facebook likes Number of likes per month/quarter 50/150
Instagram Favorites Number of views per month/quarter 15/45

14. How soon can we make this happen?
Implementation Timeline
Priority Goals Start Date End Date
Analytics
1 Create Goals 4/1/2016 4/15/2016
2 Assign Roles 4/15/2016 5/1/2016
3 Begin Tracking 4/1/2016 Ongoing
Testimonials
1 Identify Content Strategy Lead and content providers 4/1/2016 4/07/2016
2 Identify existing testimonials 4/7/2016 5/1/2016
3 Gather new testimonials 5/1/2016 5/31/2016
4 Post initial content 4/15/2016 4/30/2016
Photos
&
Video
2 Review current inventory 5/1/2016 5/15/2016
3 Identify key visuals 5/15/2016 5/31/2016
Website
1 Add keywords and metadata 4/1/2016 4/15/2016
3 Update calendar to static version & CTA – Contact a Coach 5/1/2016 5/31/2016
2 Update to responsive design 5/1/2016 5/31/2016