Perspectives and Wisdom from Leading Lights in Content Strategy
Allstate for IA Collaborative
I mapped out the content strategy for a mobile product Allstate hasn't yet brought to market, collaborating with UX on content and interactivity for screens.
UCLA Extension for Manifest Digital
To increase enrollment in classes and degree programs, we re-imagined their web experience, starting with intensive comparative research. We crafted a strategy, page templates and a roadmap to showcase the great offerings they already had.
Ascension for Critical Mass
The Ascension healthcare system had just bought a number of smaller systems and needed to rebrand sites in a number of sites. I audited and made recommendations to keep content consistent and on-brand, as well as migrating content.
Emerson for Digitas
I helped Digitas re-imagine the out-of-date web content of this engineering and technological B2B giant, transforming the site into a state-of-the-art, intuitive experience the client praised for “brilliant creativity” and “progressive design.” Drawing site maps, content matrices and content component guides for clients as well as interviewing subject matter experts and writing copy decks, I helped the team deliver the project on time and under budget.
At a chaotic time for health insurance, a wellness incentives program sought to increase engagement and convince different demographic segments of product value. Starting with thoroughly auditing existing content, I partnered closely with UX designers to ensure we delivered the right message to the right audience in the right format.
In dreaming up a real estate search site that would take the fight to Zillow with the competitive advantage of local content, The Tribune contracted me to bring that local content to life. Collaborating closely with the user experience team, I built and roadmapped a robust content strategy for a user-centric “neighborhood” page template, from concept to wireframes to sourcing freelance assets.
The American Medical Association
The AMA wanted to market its content as a go-to consumer/patient database but healthcare materials get obsolete fast. Digging deep into competitor research, user behavior and keyword analytics, I identified the most searched health issues—colds and flu the evergreen favorites—to help identify gaps and recommend content to stay relevant and current. My analysis helped give an old, staid brand fresh new ways to market itself.
When a large B2B food supplier’s clunky wholesale site resulted in too many phone orders, they turned to Razorfish to make the site more intuitive and visually appealing. I created a new style guide and rationale documents for the client explaining navigation, taxonomy and UX decisions; for instance, high turnover in the food industry required a highly intuitive site with minimal written instructions.
