Mailchimp Small business content hub
During pandemic shutdowns, small businesses struggled with small-scale digital transformation.
Mailchimp had hundreds of resources to help entrepreneurs go digital. But, their expertise was fragmented across five different digital properties. No one, including internal stakeholders and search engines, could find all of their small biz insight.
My Role
My assignment was to create a search-optimized content hub aggregating the desperately needed resources and position Mailchimp as an ally for the little guy.
As an individual contributor I took direct ownership of content to-do’s…
Developing a single, ecosystem-wide taxonomy and tagging structure to apply across all Mailchimp digital properties
Defining the page types required in the hub structure and the purpose of each
Establishing site-wide organizing principles–subject matter, content type, timeliness–and when to apply each
Mapping page-level content priorities and hierarchy for the UX team
Crafting placeholder copy to help content creators understand the intent of each content element
As the content strategy lead, I empowered the rest of the cross-disciplinary team by…
Partnering with SEO specialists to spot search opportunities
Collaborating with UX on wireframes and template design
Coaching a sr strategist, with no content design experience, through SEO and IA tasks
The Result
Because it was so timely, the hub was fast-tracked for launch in 2021, earned accolades from founder Ben Chestnut, and inspired a similar hub for minority business owners.
My Process: ECosystem audit to enterprise-wide taxonomy
