Content for family caregivers

Creating a content strategy for owned channels and earned media

Home Instead, Inc. needed to centralize online resources to increase brand awareness, enhance their reputation with users, build domain authority and convert returning visitors to brand advocates and service leads.

Responsibilities

  • Strategy

  • Auditing content

  • Coaching writers

  • Project management

Deliverables

  • UX/UI strategy

  • Content strategy

  • Templates for content

  • Content library

Outcomes

  • Increase web traffic

  • Increase avg. time on site

  • Decrease bounce rate

  • Increase service lead conversions

Conducting research to inform UX/UI

The first leg of this project involved conducting audience research in order to craft UX/UI recommendations. This included:

  • Validating the primary audience and identifying segmentation strategies for secondary audiences

  • Identifying the audience’s core needs in order to create recommendations for content categories and topics, formatting and packaging, and other solutions that would improve the user experience

  • Evaluating Home Instead’s content strengths, weaknesses, opportunities and threats

  • Compiling a recommendation including information architecture, site search feature and lead forms

Information architecture

Content audit

The second phase of the project included auditing more than 1,600 pieces of content across 13 sister websites. This phase included:

  • Developing an audit rubric to asses which content should stay or go based on performance data, quality and topic area

  • Creating a content library to track migration progress across teams and ease future audits and collaboration

  • Sunsetting the 13 sister sites thoughtfully, including a robust 301 redirect plan

Content strategy inbound example

Content strategy

The final content strategy deliverable included:

  • Audience information

  • Brand positioning and key messages

  • Voice & tone

  • Content topics

  • Digital formats

  • Distribution channels

  • Governance

  • Resource plan and timeline

To see the Care Resources content strategy in action, visit HomeInstead.com/CareResources. You can also view Home Instead on Facebook and LinkedIn.

Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.

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“Lauren consistently leads teams to execute on creative digital marketing campaigns and websites. Her strong content and digital strategy skills, combined with excellent project management, helped our clients achieve their goals with exceptional results.”

Michelle Kershner | Content Team Lead (former) | Immersion Active

Learn more about me and my work

Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.

Lauren Hagan