Yogamatters: an ecommerce content strategy

Around the end of 2011 I completed a content strategy project for Yogamatters (via Exploded View). The project was not part of a website redesign (unusual for me) but focused on rethinking and redefining how Yogamatters were using their current media assets and content to represent their brand.

The project resulted in an extensive Tone of Voice and Style Guide document, including guidance on the use of imagery; a website audit and task list for improving current online content and user experience; and a document outlining overarching strategic ideas not only for digital but for print material too. As part of the project a content calendar was developed and the Yogamatters Facebook page was born.

I still meet with Yogamatters every now and again, when they call, to celebrate the things that have gone well, show them where they’re dropping the ball, and brainstorm how things can be improved still more.

What Yogamatters have to say…

“We worked with Kate to devise a content strategy that would inform, hone and improve our communications initiatives to better serve our business goals. For the duration of the four-month project, Kate was a highly organised, efficient and infectiously enthusiastic person to work with.

Kate immediately grasped our business model, industry and goals and merged these with her own experience and skills to produce an excellent content strategy guide that we refer to on a daily basis.

Kate’s efficient project management skills ensured that the project ran smoothly, to budget and deadline, and was perfectly complimented by her creative and innovative thinking, which inspired an abundance of new ideas in our brainstorming sessions.

Thanks to Kate’s digital know-how, we’re getting up to speed on the latest apps and social media sites and our number of Twitter followers has soared!

Since completing the content strategy project, we’ve had Kate in for consequent follow-up sessions, as we find our face-to-face sessions with her so inspiring and motivating.”

Sally, Marketing Manager for Yogamatters

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