SITUATION

A Vision without a Strategy

FootSmart viewed content as a way to deepen its niche brand and its credibility with “baby boomer” customers. The company also sensed the importance of content to being both easy for customers to find and ready to advise customers. FootSmart asked us to help them turn their vision into a reality in 2010 and again in 2012.

SOLUTION

Niche Content Strategy, Roadmap, + Content Marketing Product

We talked extensively with FootSmart’s C-level team about their goals and needs, then decided strategic analysis and planning were in order. Our analysis helped FootSmart understand where their content stood and identify specific opportunities to improve or expand it. We then offered a strategy and actionable recommendations for content, website architecture, and much more. We also advised on how to support the strategy with the right people and process.

Additionally, we helped FootSmart create the content marketing product Foot Health Resource Center in collaboration with The Podiatry Institute. We collaborated with FootSmart to select topics that aligned with FootSmart’s focus on foot and lower body health. We also organized the site, developed engaging articles in collaboration with subject matter experts, and created useful and stylish diagrams.

RESULTS

36% Increase in Sales Each Week, Award Recognition

Our original helped FootSmart experience encouraging results such as fewer customer calls. When the FootSmart team became stuck and was no longer making progress, our updated recommendations and roadmap aligned stakeholders around a clear direction to move forward—and turn their vision into a successful reality. The Foot Health Resource Center led to increased, high quality web traffic; search engine rankings rivaling WebMD and Mayo Clinic for foot health topics; and an average 36% boost in sales each week.