From audit to assets, an end-to-end success
We worked with Plantronics, from strategy to creation, to support engaging, journey-based content experiences for the company’s new website
- Audience needs assessment
- Content audits
- Content creation
- Content type development
- Customer journey mapping
Plantronics, a technology company specializing in contact center technology and unified communications (UC), had just redesigned its website to support new messaging. The company wanted to become a trusted B2B partner in a quickly changing communications landscape.
But the new website wasn’t connecting with decision makers. The Plantronics marketing team wanted to bolster the site with substantial, highly engaging content that spanned the entire customer journey and spoke to their primary audiences in a variety of formats.
Before we could help Plantronics develop new targeted content, we needed to assess what the company already had. We conducted a content audit of the sections of the site that were most important to the company’s long-term vision.
We identified gaps on Plantronics.com, but we also found content that we could repurpose and update.
While we discovered good content, it wasn’t always in a logical place or in the best condition. Additionally, we couldn’t find a buyer’s journey path from awareness to purchase.
The fix? We repurposed sections of the strongest white papers into snappy infographics to grab attention early in the customer journey. We updated several content assets into a SlideShare with tips on a successful UC rollout. We also rewrote web copy to address visitors’ business needs.
We could point to more engaged customers who responded well to fresh and creative content on the website, but the real takeaway is that we implemented a successful content strategy from the ground up. Every aspect of this project depended on the previous one. Without a sturdy foundation, the end-of-tree asset creation wouldn't have been as successful.