Digital Content Optimization
Optimizing digital content for financial advisors
We developed a taxonomy, information architecture, and content structure that enabled LPL Financial to build a hub for its content to be easily found, managed, and repurposed across channels and audiences.
- Information architecture & taxonomy
- Structured content framework
- Content object models & system requirements
The Situation
LPL Financial, the nation's largest independent broker-dealer, sought to streamline the delivery of its content via digital channels. 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.
The Challenge
LPL Financial needed to provide its internal and external users with the right content in the right context. The existing ecosystem yielded duplicate content across multiple platforms, impeding users from easily accessing the appropriate assets to meet their informational needs and priorities.
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 document a streamlined process for creating and managing digital content.
The Approach
Tendo developed requirements for a centralized repository of information, and outlined how content could be created once and then repurposed for multiple audiences and systems as needed.
We surveyed internal users to discover their organizational needs and preferences, and used these results to inform the optimal information architecture and taxonomy. Then we established guidelines for contextually appropriate content distribution so that users could be exposed to the right content at the right time.
The Result
Tendo implemented a structured content approach that:
–Standardized nomenclature and structure
–Enabled content to be easily reused and gathered via a content hub and tagging system
–Improved search results as all content leveraged the same tags and consistent organization
–Reduced costs by streamlining processes and workflows for editorial and production staff
“It has been a pleasure to learn from you and the Tendo team! 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 from that partnership.”
—Dana Storsberg, Project Manager, LPL Financial
