Think held a brand planning workshop to revisit and tweak the brand proposition in line with where People Insight wanted to be. The existing personas created by the business were used as stimulus in the workshop to hone in on audience needs and behaviours. A competitor audience highlighted the gaps we needed to own and review of the credible claims People Insight could make help shape our differentiators. The result was ‘Spark change with the most actionable employee surveys’ and a brand wheel that outlined the brand values, personality and TOV. This would act as a compass for the website redesign and content strategy development.
In planning the website it was important we considered the needs of our three audience types who were looking for simple and intuitive tech, speedy responses and expertise in designing their survey. We performed an extensive content audit to understand how the current website performed and where the gaps were in meeting these needs. The resulting site architecture and content hierarchy was designed to present People Insight as tech forward, but with an exceptional level of customer service and employee engagement expertise behind the tech.
In developing the content strategy we identified that People Insight already performed well for employee experience and employee survey related terms, however employee engagement needed to work harder, with diversity and inclusion and wellness in the workplace also key topics for our target audience. Our content strategy for launch centered around building authority for these key terms and developing rich, interlinking blog posts focused on long tail keywords (matching search intent) surrounding these topics.
