Digital Content Optimization for LPL Financial

Tendo optimized LPL’s digital content by developing taxonomy, information architecture, content structure, and workflow and governance recommendations.

CHALLENGES

Duplicate content across multiple platforms
Difficulty finding the right assets to meet user needs and priorities
No streamlined process to create and manage digital content

RESULTS

A structured content approach with standardized nomenclature
Content hub and tagging system so content can be reused and gathered
Reduced costs by simplifying processes and workflows

TENDO SERVICES PROVIDED

Information architecture and taxonomy
Structured content framework
Content object models and system requirements
Workflow and content governance guidance and training

About LPL Financial

LPL Financial is the nation’s largest independent broker-dealer.

The firm offers comprehensive support for all kinds of financial professionals, from independent financial advisors to large-scale financial institutions. With so many different advisors to serve, LPL wanted to improve the overall digital experience for new and existing advisors who needed support in performing tasks and transactions when operating their businesses.

LPL Financial

San Diego, CA

Financial services

5,000 employees

The Challenge

LPL Financial needed to provide its internal and external users with the right content in the right context.

The existing system yielded duplicate content across multiple platforms, impeding users from easily accessing the assets they needed.

Tendo’s task was to develop a foundation for the emerging Content Hub that would house content independent of end-user platform. We also needed to streamline the process for creating and managing digital content.

The Solution

Tendo developed requirements for a centralized repository of information.

We outlined how content could be created once and then repurposed for multiple audiences and systems.

We surveyed internal users to discover their needs and preferences, using the results to inform the information architecture and taxonomy. Then we established guidelines for content distribution so that users could easily find the right content at the right time. We also helped streamline content processes and workflows, and supported the content governance and training required for the new Content Hub.

The Results

Tendo implemented a structured approach that:

Standardized nomenclature and structure
Enabled content to be easily reused via a content hub and tagging system
Improved search results
Reduced costs by simplifying processes and workflows
Drove enterprise adoption via content governance, training, and change management

“I cannot speak highly enough of the partnership you’ve demonstrated throughout this experience. And I know the LPL team here will continue to benefit.”
—Dana Storsberg, Project Manager, LPL Financial