content Strategy lead

Dell had a wealth of video content, but due to organizational silos and the lack of a clear channel strategy, YouTube was not being used to its full potential as a marketing tool.

We audited Dell’s video content and user analytics, and developed a sound, phased strategy to draw in target audiences, serve them relevant content, and draw them into the purchase funnel.

We carefully audited 6 months worth of YouTube video content to identify trends, gaps and opportunities.

Our content strategy recommendations included more audience-centric shelving, and ways to optimize the videos for search and ROI.

From a UX perspective, we reimagined the channel as a thought leadership destination, organized by audience/interest.

We also assisted Dell with their content governance strategy, creating technical documentation to ensure quality and consistency.