When Tesco Bank embarked on a site-wide improvements project, they realised it wasn’t just user experience and information architecture they needed, but a strategy for the content that would bring their digital proposition to life and make it relevant for customers.
We were asked to work alongside the site improvements team to develop a practical content strategy that would support the ongoing creation and governance of content for the site.
Tesco Bank is a digital bank – a feature that should be central to the story it tells about itself and its behaviour online. To define this story and establish a central content narrative, we gathered inputs from around the business through stakeholder interviews and meticulous analysis of existing research and data. From the narrative, we were able to develop a set of categories (content pillars) and principles that mapped to customer needs and business objectives to create a working framework.
We were keen to make sure that we delivered a set of practical tools that could be used by anyone creating content to make the strategy real, rather than just a standalone document.
WHAT WE DELIVERED
- Programme of stakeholder interviews and workshop sessions
- End-to-end content strategy
- Content tools and artefacts
- Recommendations for an editorial board and ongoing governance
- Social media strategy
The strategy has been rolled out and adopted across the business, and all web content is now created using the principles and artefacts we put in place.