CASE STUDY
Content Strategy Engages 37 Million Members
THE CHALLENGE
Organization struggled to track, control and maintain its content
The second-largest membership organization in the U.S. communicates with its 37 million members via many digital and paper channels managed by its five subsidiaries, each with its own distinct mission, impact, and revenue goals. With so many content channels, the organization found it challenging to track, control and maintain value and credibility across all its content.
To address this, the organization’s leadership engaged Optimity to analyze content and member engagement, identify a future state content strategy, and create a roadmap to achieve their goals. The organization wanted to understand these key questions:
How did their content compare with what other leading organizations are producing?
How could they find the optimum balance between accuracy/message and volume/speed to market?
What would the ideal “future state” for their content look like? And how could they achieve it?
What else should they be doing to advance their organization’s strategic goals?
The organization found it challenging to track, control and maintain value and credibility across all its content.
OUR SOLUTION
Content strategy and modernization program to thrive in a digital future
Optimity’s library and information science experts conducted a content inventory and strategic assessment, which included the following:
Analyzed 1,653 unique pieces of content from 11 sources in 35 categories
Interviewed 26 stakeholders in the five subsidiaries to understand their strategy and content management process
Evaluated best practices across Optimity’s large member and consumer clients
Convened collaborative workshops with core stakeholders to review findings, validate considerations, and arrive at consensus on key issues
TOOLKIT
Content Inventory and Strategic Assessment
Collective Intelligence Workshops
Key Performance Indicator (KPI) Analysis
Stakeholder Interviews
Consumer Engagement interviews
User Experience, Technology Enablement, Data & Content Management interviews
Optimity outlined an ideal future state for content strategy that spanned the entire organization. To show the organization the path to its future state, we designed 51 measurable action steps aligned to five key areas of content management:
Governance: Managing the quality, consistency, usability, security and availability of content
Strategic alignment: Directing resources to achieve common outcomes and objectives
Development: Improving how content is created, captured, leveraged and returns value
Curation: Interweaving user experience information with strategic intent to create content that members value
Vetting: Improving processes to ensure content suitability, accuracy and trustworthiness
This new content management strategy would align the organization’s enterprise goals, improve internal operations, and optimize member engagement. Optimity plotted the necessary action steps in an implementation timeline to enable prioritization of key focus areas. The final recommendations were delivered in a customized report produced in the organization’s unique style, which engaged executives and prompted buy-in action.
THE RESULTS
With a common understanding of assets, processes and strategy — as well as improvements made across people, process and technology — the organization is now focused on achieving its most critical goals. The organization is equipped to build a differentiated and digital content platform with consistent access across member touchpoints to maintain its brand relevance and support the enterprise strategy.
The project also increased organizational awareness of how its member experience stacks up to market competitors. Through new insights provided by Optimity’s industry knowledge and experience, the organization now thrives by moving toward the leading edge of content strategy and member engagement.
