Case Study: Content Strategy

T. Rowe Price Corporate Website Redesign

When T. Rowe Price set out to redesign its corporate website in the summer of 2015, I was assigned to the project as content strategist and information architect. The rest of the internal working team included a user experience designer, visual designer, and copywriter.

Our internal team collaborated with a third-party agency to complete the discovery work which involved stakeholder interviews and workshops to determine business goals. The third-party agency was not responsible for any content-focused work. The content-focused work would happen entirely in house.

T. Rowe Price already had a fully developed style guide for voice and tone. As such, the content strategy work began with a complete audit of all content contained on the current site.

Content Audit Blur
Content Audit

Once the audit was complete, a thorough examination of the content-related data gathered during discovery was reviewed and compiled into a multi-page content analysis document.

Content Analysis
Content Analysis

Working directly with stakeholders, the content audit and content analysis served as references when developing a content map representing the content to be carried over from the current site along with new content assets to be created and included on the new site.

Content Map Exercise
Content Mapping Exercise

Once the content was mapped out, it was time to develop the information architecture for how the content would be featured on the new site. Over 30 use cases were developed that encompassed several audiences. A DoGo map was then created with the use cases in order determine linking structure and content flow.

DoGo Map Blur
DoGo Mapping Exercise

Utilizing the knowledge gained through the content and DoGo maps, attention turned to navigation structure, taxonomy, and labeling. A comprehensive site map was created to encompass these key areas. The number of pages was determined by the content strategy work that defined what content needed to be included.

Site Map
Site Map

From there, page tables were created to establish a messaging hierarchy and asset list for each page to be developed. SEO recommendations were also included in the page tables so that the copywriters would have that information prior to writing. Developers referred to the page tables for metadata and tagging.

Page Table Blur
Page Table

With the content strategy and information architecture solidly defined, lead work shifted to the visual designer and copywriter. Sketches and wireframes were created. Copy was drafted. The review cycle began. On a few occasions, the page tables and site map were revisited based on stakeholder feedback. Because of the intentional upfront work done in regards to content strategy and information architecture, business concerns during the review process were addressed with data and evidence to support the thoughtful, informed decisions that had been made.

Development happened in a iterative way with the creative team working collaboratively with the technical team. We co-located in order to stay connected and collaborative throughout the development process.

Once all aspects of the site were reviewed and signed off on by stakeholders and the legal department, a content governance model and maintenance plan was created. All content elements that would need regular updating were recorded in a document along with the contact information of the person who could supply the updated information. A content governance committee established along with a plan for regular meetings to engage in oversight. Finally, a content audit of the new site was provided.

Governance Model Diagram
Content Governance Process Flow
Maintenance Document
Maintenance Document

The fully responsive site went live on March 24, 2016.

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Investment Capabilities

Investment Philosophy


Community Commitment