I’m often asked to craft a content approach for organizations who are migrating their legacy sites into new responsive environments. There are different approaches. I tend to create a strategy first based on business needs rather than working backwards from a content audit. Two examples:
Cheerios.com. Cheerios wanted to reorganize its site around real customer questions. At what age can I feed Cheerios to my kids? What’s whole grain? What’s the history behind the famous crunchy circle? Fortunately, the old site had a wealth of educational heart health and nutrition content. I needed to map this content and figure out what stayed, what had to go, what needed editing, and what was missing. I crafted a new voice and tone for the educational content focused on “can” vs. “should” statements. In addition to strategy, I ended up doing much of the writing and editing.
The Suddath Companies. This moving, relocation and logistics company was at an exciting crossroads (driving pun not intended) in its 90+ year evolution from a family-run firm to a global transportation leader. The organization had identified their shared values and a new language to articulate it. This renewed brand focus was absent from their current online presence, which was spread across 36 different sites. The sites were inconsistent in look, feel, voice and tone. None of them were responsive. I was entrusted to help fix that, which included a massive audit, remapping, and creation of a new content architecture as well as writing and managing the creation of new content.