Charles Schwab Content Strategy
Defining content needs for Schwab Robo-Investing site
WEBSITE
intelligent.schwab.com
Deliverables
Content inventory, content audit, analysis and recommendations
OUTCOME
A revised project plan for the Intelligent website and content
THE CHALLENGE
Assessing 2000+ content assets and redefining user needs.
In partnership with the SEO team, I did a deep dive into robo-investing content throughout the Schwab ecosystem. Our product partners in the robo-investing space knew they had a lot of content—but weren't quite sure how it was doing. Was it working? Did it meet real user needs? Was it out of date?
To begin to answer these questions and devise an innovative solution, I began with my own research and partnered with our SEO team to get insight on what our target audience was searching for in the robo-space.
My first move was a detailed content audit. In a spreadsheet, I documented all of Schwab's robo-related content. The audit included the following data for each content piece:
Article Name
URL
Date published
Subject matter
Key points of the article
Target Audience (beginning investors, millennials, retirees, etc.)
Relevancy (noting if all, some, or none of the content was relevant)
Recommendation (keep, update, remove)
Through a detailed content and SEO research, we found content gaps—and big opportunity.
Based on my insights from the content audit and research from the SEO team, I identified some big gaps in our robo-investing content.
In my findings, I reported that:
We had big gaps in the subject-matter of our content. Our content wasn't answering the most common questions people searched for about robo-investing, and this was a missed opportunity.
A lot of the content was outdated and needed to be removed.
Some of the content wasn't a fit for our target audience.
The site navigation and content categories seemed to be unorganized. Instead, we could re-oganize our backbone pages to align with SEO research, plus re-organize our content so that it would be easier to find.
THE RESULTS
A revised plan for SEO backbone pages and new content development.
The result of our research was a detailed plan for a website refresh that would omit content gaps, dive into content opportunities, and capitalize on SEO.
We created a plan for a restructured website with SEO backbone pages that were titled according to top search terms. On the revised site, the content mapped back to those search terms, while outdated or irrelevant content was removed.
Please note: specific metrics are confidential to Charles Schwab and are intentionally omitted.