Case Study: Content Management - Arksen
Find out how I implemented structural change to allow success of content management throughout the business.
Case Study Outline: Digital Asset and Content Management
Introduction
Effective management of digital assets is essential for meeting business objectives and KPIs. The challenge was to streamline content access, ensuring it was optimised for SEO, consistent with brand messaging, and engaging across various platforms.
Goals and Objectives
The primary goals were to:
Efficiently manage digital assets from creation through to deployment.
Optimise content for SEO to enhance visibility and rankings.
Maintain high-quality content that aligns with the brand’s voice and values.
Improve user engagement and experience.
Increase social media following through effective content management.
Strategy and Approach
Asset Management: Developed a clear system for organising and storing digital assets. Created detailed content plans for deployment across websites, emails, and social media channels.
SEO Optimisation: Categorised new content, conducted keyword research, and analysed landing page performance to improve search rankings and adjust strategies as needed.
Brand Consistency: Ensured all content adhered to brand guidelines, reflecting the core values of adventure, engineering, and design.
Data-Driven Adjustments: Monitored content performance with monthly analytics reports, focusing on click-through rates (CTR), engagement, and conversions.
Execution
Conducted an audit of existing assets, consolidating them into a single system for better organisation and accessibility.
Implemented a content planner for tracking and approval.
Coordinated with developers, designers, and marketing teams to ensure smooth content deployment and amplification across channels.
Challenges and Solutions
Challenges: Managing content across multiple platforms and ensuring SEO optimisation.
Solutions: Improved communication to centralise content on one platform. Utilised Craft CMS to facilitate SEO optimisation of images, with support from an agency for best practices.
Results and Impact
Improved search engine rankings for target keywords within 6 months and organic traffic to the website by 21% across 3 months.
Conclusion
The streamlined approach to digital asset and content management significantly enhanced the effectiveness of our content strategies. By developing a structured system for asset organisation and deployment, we ensured that all content was optimised for SEO, aligned with brand messaging, and engaging across various platforms. The integration of Craft CMS and a robust content planning process facilitated seamless content management, overcoming initial challenges related to platform integration and SEO.
The results were substantial: search engine rankings for targeted keywords improved within six months, and organic traffic to the website increased by 50% over three months. These achievements underscore the success of our strategy in driving better visibility, engagement, and overall performance. This case study demonstrates the value of a comprehensive and data-driven approach to digital asset and content management in achieving business objectives and enhancing user experience.
