Case Study: Shopstyle Content Overhaul
Shopstyle.com, the world's leading fashion search engine, asked us recently to help them overhaul their content offering.
The Brief
- Conduct a full content audit of the site
- Redefine the content creation process
- Plan key homepage messages for the year
- Create a content manual and style guide for the in-house team
- Develop measurable KPI's for the content team
The Process
The project kicked off with a video conference with the content and design team at ShopStyle to understand how the different content areas work together. The next step was to complete content audit, to review post length, frequency and style. Once this was complete we were able to make recommendations for when to post, how to improve post length and ways to bring the tone of voice into line with ShopStyle's key branding personas.
Next up? Planning out the homepage calendar for the year, referencing the newest trends and chiming with key dates in the retail calendar, while making sure that company sales needs were accounted for.
To ensure the ShopStyle team could continue to build on the new processes, we created a content manual that all team members can refer to help them keep their editorial process on track, understand the brand voice and optimise content for SEO. Finally, we outlined which KPI's the team should measure to track successes.
The Result
Content creation is now a key part of the creative team's daily schedule instead of a last minute add on. Planning out a year's worth of ideas stops content from stalling week to week, and the content manual can easily be shared with new team members to bring them up to speed.
Take a look at the new and improved ShopStyle blog: