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Content + UX Strategy:Niche Retailer Becomes Easy to Find + Ready to Advise Customers
Client: FootSmart
Report Type: Case Study
Industries: Health, Retail
The Client 2
FootSmart specializes in comfort footwear and lower body health. FootSmart consistently ranks
in the Internet Retailer 500, most recently as
number 176. As a multimillion-dollar online retailer,
FootSmart has much at stake when considering
changes to their web strategy. So, when the retailer
considered changing their approach to content, they
turned to Content Science to advise.
In this case study, learn about the FootSmart’s situation, our solution, and the results.
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
The SituationViewing content as a way to deepen its niche brand and credibility with “baby boomer”
customers, FootSmart recognized content as a tremendous opportunity for online retail.
Chief Executive Officer Alan Beychok had a vision for transforming its online catalog into
a complete online outfitter. As he explains, “When customers turn to us, we want to be
easy to find and ready to advise.”
After Content Science helped craft an initial content vision, FootSmart faced challenges
bringing that vision to life. FootSmart knew that useful, compelling content had the
potential to improve their merchandising and marketing by reaching customers in every
phase of the buying journey.
To turn this vision into reality, FootSmart needed to turn more of its strategic attention to
content. As a result, the retailer turned to us for high-end consulting.
Our Solution3
Content Science dug deep into FootSmart’s business, market, and competition to
uncover a variety of strategic content opportunities to better engage audiences. Our
consulting engagement began by talking extensively with CEO Alan Beychok, VP, Channel
Merchandising and Promotion Jessica Turner, and Senior Manager - Online Merchandising
& Promotion Lauren Schuman. We mutually decided that strategic analysis and planning
were in order. Our goal? To develop a roadmap that FootSmart could use for immediate and
future planning.
To start, we conducted an extensive analysis.
AnalysisWe conducted a thorough set of analyses:
• Content Analysis: Providing a collection of qualitative audits, we analyzed the
effectiveness of FootSmart’s current content.
• Competitive + Comparative Assessment: How does FootSmart compare to competitors?
• Customer Lifecycle Gap Analysis: How does FootSmart’s content address all phases of
the customer lifecycle?
• Structure + Ecosystem Analysis: Where does FootSmart have content, and how does it
work together as a system?
• Template Analysis: How does FootSmart organize, present, and surface content
to customers?
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
Our Solution continued
4
What did we discover? A lot. For instance, we found that the FootSmart blog did not
have a distinct voice or clear attribution of an author. As a result, the content on the blog
lacked focus. Was it a health blog? Was it a style blog? Was it something else? The blog’s
lackluster performance, then, was not surprising. The blog didn’t resonate with customers.
Our overall analysis helped FootSmart understand ways to make its health content more
credible and helpful, optimize content for discovery by search engines and social, and
structure content to make it “future-ready” for platforms like mobile.
To help make the more abstract aspects of the analysis clear, we included
useful visuals.
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
ConTEnT modELInGThE LIFECyCLE FoR A
CoRE FooTSmART CuSTomER
5
Synthesis into Recommendations + Roadmap As a consultancy, we rarely offer analysis and recommendations at the same time.
Strategic recommendations take deep thought. We don’t simply spout off best practices
as recommendations. Why? Because a collection of best practices is not a strategy.
FootSmart came to us for advice on how to make content work for their unique situation,
not a cookie-cutter solution.
So, we synthesized our research and analysis into a series of strategic recommendation
reports and a clear roadmap. We took time to consider different possibilities, develop
recommendations, and think through the impact of each recommendation on the others.
We also planned how to implement the recommendations realistically.
The result was a set of recommendations that complemented each other and worked
together as a roadmap. Our recommendations turned FootSmart’s challenges into
actionable opportunities. A clear roadmap outlined a plan to execute upon this strategy,
and emphasized getting the basics right before expanding into sophisticated, well-
maintained content marketing products.
More specifically, we made extensive recommendations to change FootSmart’s approach
to areas such as
• Brand identity and voice
• Editorial, social, and product content
• Content architecture and navigation
• Content roles and responsibilities
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
Our Solution continued
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Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
Our Solution continued
EmAIL ConCEpT
EdIToRIAL RoAdmAp
ARChITECTuRE + ASSESSmEnT RECommEndATIonS And RoAdmAp
7
After we first helped develop FootSmart’s content vision, they gained some results
immediately. The C-level team felt they had a clear plan. Beychok noted at the close of the
project that the plan would “help us turn our vision into reality.”
Those results included more online brand awareness when FootSmart successfully
launched three niche blogs and grew its social followers. FootSmart became more
actively engaged with customers on social by sharing editorial content and responding to
questions. In addition, FootSmart started to see an uplift in online sales.
After FootSmart later struggled to continue implementing that initial vision, Content
Science helped FootSmart prioritize strategic content activities, plan activities against an
aggressive yet achievable timeline, and turn previously stalled content product ideas into
reality--along with developing some new ideas. The C-level team took immediate steps to
put the roadmap into action.
Lauren Schuman notes
By leveraging Content Science’s expertise, we were able to validate the importance
of some key initiatives and reprioritize these initiatives within the organization.
We have a much clearer direction of where we want to move forward in regards to
content as a result of our work with Content Science.
In short, our recommendations continue to help FootSmart translate their vision and
strategy into action. FootSmart’s executive management team and department heads are
now aligned around a common content vision and they clearly see the content possibilities
that await. Motivated to achieve the goals outlined in the roadmap, the FootSmart team’s
communication about content objectives has become much more efficient.
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
The Results
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As Vp, Channel merchandising and promotion Jessica Turner explains
Success for FootSmart.com means improving content quality, customer
perception-and ultimately results. Content Science has provided the framework
for our team to organize and prioritize our content objectives, solidify our brand
positioning and engage in a meaningful way with our customers.
Besides giving the retailer a framework for content success,
our engagement led to opportunities for FootSmart to
promote their success and expertise. For example, we
spotlighted FootSmart’s progressive thinking in our top-selling
book, Clout: The Art + Science of Influential Web Content.
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
The Results continued
Why Partner with Us9
When you work with us, you can trust that we’ll turn your vision—whether it’s to be an
online outfitter or another kind of advisor to your customers—into reality through content.
We never lost sight of FootSmart’s goals. In the same way, we’ll focus unwaveringly on
your business goals throughout an engagement.
If you work with us on a high-stakes content strategy, you could gain benefits such as
Better communication on your team and among stakeholders about content.
A clear understanding of your current content situation, including the challenges and opportunities
A strategy and actionable plan that give value both now and later.
Improved brand awareness and social engagement.
Sales uplift and fewer customer service calls.
A framework for evaluating content performance.
Industry recognition for your efforts.
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS
About Content Science10
We’re an award-winning consultancy in Atlanta, GA advising Fortune 500 companies,
startups, institutions, and government agencies around the globe on digital content
strategy. Our services include consulting, research, and training.
We named our company Content Science because content is, indeed, a science.
We study what works well – and what doesn’t – so companies can make informed
decisions about content.
Our principal, Colleen Jones, is the author of the top-selling book Clout: The Art and
Science of Influential Web Content (New Riders Dec 2010), as well as a contributor to
countless past and upcoming reputable publications.
Want to make your content work for your organization? We can help. Contact us to find out how.content-science.com/about-us/contact-us
Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS