Maeve Catherine

After seven weeks of familiarizing myself with the concept of creating content audits, analysis, planning, and strategy, I feel content with the progress and knowledge I have gained.

In practice I created a professional report for the non-profit organization, HealthReach that analyzes existing digital content, future planning, and strategic proposals for change. This report is primarily focused on the website and less on the social media aspects, however this is is a content strategy report so there are mentions of all platforms. Using the objectives in the organizations Request For Proposal (RFP) from March 2022.

Throughout the process, I looked at the content from different perspectives, such as the patient, employee, stakeholder, and the new users. I noticed areas of the websites design that could be improved to better suite the proposed changes and users needs. After completing a content audit of the existing content and competitors content, I created a core strategy statement that identifies the business’ goals, content substance, audience and content objectives.

HealthReach Core Strategy Statement

To enhance patient engagement and accessibility, we will provide visually appealing, relevant, easily maintainable, and accessible content to engage prospective and current patients, their family members, businesses & partners, charitable donors, jobseekers, and healthcare staff through a responsive and consistent website design and social media presence.

Suggestions

• Reorganize and restructure the visual look of the website
• Improve accessibility and SEO such as ALT text, headings and meta descriptions
• Reduce the amount of repetition in the writing and images.
• Hire photographer/videographer to improve authenticity of visuals on both website and the social media.

HealthReach has set themselves up to continue helping the Central and Western Maine regions with their healthcare needs. This strategy provides the non-profit organization a defined plan that can be created to not only meet their user focused goals but exceed them.

Take a look at the full content strategy report I created: