We implemented a three-phase approach:
- Content audit and recommendations
- Content enrichment
- Measurement and scale
Content audit and recommendations:
We provided a quantifiable scoring framework to measure the brand’s content quality across channel partners. The brand’s content was also benchmarked against its competition. Actionable recommendations were provided based on the content audit and scores. Some of these recommendations included improvements in product titles, description, and keywords.
We worked with the business to prioritize products and recommendations. We began implementation by, first, outlining a measurement framework, and then enriching content. The enhanced content was then deployed to channel partners.
Measure and scale:
Within two weeks, we began measuring the impact of content enrichment across some key metrics. Learnings were leveraged to scale content interventions across more products.