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Content + UX Strategy:Niche Retailer Becomes Easy to Find + Ready to Advise Customers

Client: FootSmart

Report Type: Case Study

Industries: Health, Retail

The Client 2

FootSmart specializes in comfort footwear and lower body health. FootSmart consistently ranks

in the Internet Retailer 500, most recently as

number 176. As a multimillion-dollar online retailer,

FootSmart has much at stake when considering

changes to their web strategy. So, when the retailer

considered changing their approach to content, they

turned to Content Science to advise.

In this case study, learn about the FootSmart’s situation, our solution, and the results.

Content + UX Strategy:niChe retailer BeComeS eaSy to Find + ready to adviSe CUStomerS

The SituationViewing content as a way to deepen its niche brand and credibility with “baby boomer”

customers, FootSmart recognized content as a tremendous opportunity for online retail.

Chief Executive Officer Alan Beychok had a vision for transforming its online catalog into

a complete online outfitter. As he explains, “When customers turn to us, we want to be

easy to find and ready to advise.”

After Content Science helped craft an initial content vision, FootSmart faced challenges

bringing that vision to life. FootSmart knew that useful, compelling content had the

potential to improve their merchandising and marketing by reaching customers in every

phase of the buying journey.

To turn this vision into reality, FootSmart needed to turn more of its strategic attention to

content. As a result, the retailer turned to us for high-end consulting.

Our Solution3

Content Science dug deep into FootSmart’s business, market, and competition to

uncover a variety of strategic content opportunities to better engage audiences. Our

consulting engagement began by talking extensively with CEO Alan Beychok, VP, Channel

Merchandising and Promotion Jessica Turner, and Senior Manager - Online Merchandising

& Promotion Lauren Schuman. We mutually decided that strategic analysis and planning

were in order. Our goal? To develop a roadmap that FootSmart could use for immediate and

future planning.

To start, we conducted an extensive analysis.

AnalysisWe conducted a thorough set of analyses:

• Content Analysis: Providing a collection of qualitative audits, we analyzed the

effectiveness of FootSmart’s current content.

• Competitive + Comparative Assessment: How does FootSmart compare to competitors?

• Customer Lifecycle Gap Analysis: How does FootSmart’s content address all phases of

the customer lifecycle?

• Structure + Ecosystem Analysis: Where does FootSmart have content, and how does it

work together as a system?

• Template Analysis: How does FootSmart organize, present, and surface content

to customers?


Our Solution continued

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What did we discover? A lot. For instance, we found that the FootSmart blog did not

have a distinct voice or clear attribution of an author. As a result, the content on the blog

lacked focus. Was it a health blog? Was it a style blog? Was it something else? The blog’s

lackluster performance, then, was not surprising. The blog didn’t resonate with customers.

Our overall analysis helped FootSmart understand ways to make its health content more

credible and helpful, optimize content for discovery by search engines and social, and

structure content to make it “future-ready” for platforms like mobile.

To help make the more abstract aspects of the analysis clear, we included

useful visuals.


ConTEnT modELInGThE LIFECyCLE FoR A

CoRE FooTSmART CuSTomER

5

Synthesis into Recommendations + Roadmap As a consultancy, we rarely offer analysis and recommendations at the same time.

Strategic recommendations take deep thought. We don’t simply spout off best practices

as recommendations. Why? Because a collection of best practices is not a strategy.

FootSmart came to us for advice on how to make content work for their unique situation,

not a cookie-cutter solution.

So, we synthesized our research and analysis into a series of strategic recommendation

reports and a clear roadmap. We took time to consider different possibilities, develop

recommendations, and think through the impact of each recommendation on the others.

We also planned how to implement the recommendations realistically.

The result was a set of recommendations that complemented each other and worked

together as a roadmap. Our recommendations turned FootSmart’s challenges into

actionable opportunities. A clear roadmap outlined a plan to execute upon this strategy,

and emphasized getting the basics right before expanding into sophisticated, well-

maintained content marketing products.

More specifically, we made extensive recommendations to change FootSmart’s approach

to areas such as

• Brand identity and voice

• Editorial, social, and product content

• Content architecture and navigation

• Content roles and responsibilities



6



EmAIL ConCEpT

EdIToRIAL RoAdmAp

ARChITECTuRE + ASSESSmEnT RECommEndATIonS And RoAdmAp

7

After we first helped develop FootSmart’s content vision, they gained some results

immediately. The C-level team felt they had a clear plan. Beychok noted at the close of the

project that the plan would “help us turn our vision into reality.”

Those results included more online brand awareness when FootSmart successfully

launched three niche blogs and grew its social followers. FootSmart became more

actively engaged with customers on social by sharing editorial content and responding to

questions. In addition, FootSmart started to see an uplift in online sales.

After FootSmart later struggled to continue implementing that initial vision, Content

Science helped FootSmart prioritize strategic content activities, plan activities against an

aggressive yet achievable timeline, and turn previously stalled content product ideas into

reality--along with developing some new ideas. The C-level team took immediate steps to

put the roadmap into action.

Lauren Schuman notes

By leveraging Content Science’s expertise, we were able to validate the importance

of some key initiatives and reprioritize these initiatives within the organization.

We have a much clearer direction of where we want to move forward in regards to

content as a result of our work with Content Science.

In short, our recommendations continue to help FootSmart translate their vision and

strategy into action. FootSmart’s executive management team and department heads are

now aligned around a common content vision and they clearly see the content possibilities

that await. Motivated to achieve the goals outlined in the roadmap, the FootSmart team’s

communication about content objectives has become much more efficient.


The Results

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As Vp, Channel merchandising and promotion Jessica Turner explains

Success for FootSmart.com means improving content quality, customer

perception-and ultimately results. Content Science has provided the framework

for our team to organize and prioritize our content objectives, solidify our brand

positioning and engage in a meaningful way with our customers.

Besides giving the retailer a framework for content success,

our engagement led to opportunities for FootSmart to

promote their success and expertise. For example, we

spotlighted FootSmart’s progressive thinking in our top-selling

book, Clout: The Art + Science of Influential Web Content.


The Results continued

Why Partner with Us9

When you work with us, you can trust that we’ll turn your vision—whether it’s to be an

online outfitter or another kind of advisor to your customers—into reality through content.

We never lost sight of FootSmart’s goals. In the same way, we’ll focus unwaveringly on

your business goals throughout an engagement.

If you work with us on a high-stakes content strategy, you could gain benefits such as

Better communication on your team and among stakeholders about content.

A clear understanding of your current content situation, including the challenges and opportunities

A strategy and actionable plan that give value both now and later.

Improved brand awareness and social engagement.

Sales uplift and fewer customer service calls.

A framework for evaluating content performance.

Industry recognition for your efforts.


About Content Science10

We’re an award-winning consultancy in Atlanta, GA advising Fortune 500 companies,

startups, institutions, and government agencies around the globe on digital content

strategy. Our services include consulting, research, and training.

We named our company Content Science because content is, indeed, a science.

We study what works well – and what doesn’t – so companies can make informed

decisions about content.

Our principal, Colleen Jones, is the author of the top-selling book Clout: The Art and

Science of Influential Web Content (New Riders Dec 2010), as well as a contributor to

countless past and upcoming reputable publications.

Want to make your content work for your organization? We can help. Contact us to find out how.content-science.com/about-us/contact-us


http://content-science.com/about-us/contact-us

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