Project Profile | A multi-platform content strategy

Peace Coffee is an established coffee roaster with three cafes in Minneapolis. In an increasingly more competitive market, they needed to improve their online content to keep current customers and attract new ones. I created a content strategy plan to help them improve user experience regardless of location, platform or screen.

Result
"Carrie's content strategy work for Peace Coffee increased online sales, improved SEO rankings and strengthened overall content and messaging. She has incredible insight and knowledge and is an excellent communicator, writer and strategist."
—Mel Meegan, Director of Marketing, Peace Coffee

Problem
Peace Coffee's website was three years old and offered a responsive design and a relatively straight-forward, hassle-free shopping experience but they knew it could improved. Their small marketing team invested little energy into the site and wanted a plan to help them maintain and update the website regularly. They were also seeking low-cost, quick fixes to increase online sales.

Solution
Over seven weeks, I created a content strategy plan for Peace Coffee that was informed by a web analytics and search engine optimization review, a competitive analysis of three coffee brands and one out-of-industry website review, a content audit of 29 web pages and template pages, user persona and journey mapping of three different user segments, and a sample editorial cycle. To assist Peace Coffee with implementation, the plan concluded with a month-by-month suggested roadmap.

Activities + Deliverables

• Analytics report
• Search engine optimization recommendations
• Qualitative and quantitative content audit
• Competitive analysis
• User personas and journey mapping
• Editorial strategy with sample editorial cycle
• Measurement plan
• Implementation roadmap

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