{"id":11997,"date":"2024-04-09T10:42:14","date_gmt":"2024-04-09T08:42:14","guid":{"rendered":"https:\/\/www.agconsult.com\/en\/?post_type=case&#038;p=11997"},"modified":"2024-08-05T17:46:52","modified_gmt":"2024-08-05T15:46:52","slug":"sensoa-lean-content-strategy","status":"publish","type":"case","link":"https:\/\/www.agconsult.com\/en\/cases\/sensoa-lean-content-strategy\/","title":{"rendered":"Sensoa: lean content strategy saves time and money"},"content":{"rendered":"<section  class=\"Block Text Text--spaceTop Text--spaceBottom\">\n    <div class=\"wysiwyg\">\n        <p><\/p>\n<p class=\"wp-block-paragraph\">Based on\u00a0<strong>user research<\/strong>, we developed a\u00a0<strong>lean content strategy<\/strong>\u00a0for Sensoa, the Flemish expertise center for sexual health. Our advice? Boil down your content to 2 websites, instead of 6 different target group websites.<\/p>\n<p> <\/p>\n<p class=\"wp-block-paragraph\">And that new approach worked: their information site got\u00a0<strong>10% more visitors<\/strong>. Mostly through Google, now the findability has improved.<\/p>\n<p><\/p>\n    <\/div>\n    \n    <\/section>\n\n\n    <div  class=\"Block Testimonial Testimonial--spaceTop100 Testimonial--spaceBottom100\">\n        <figure class=\"Testimonial-Inner\" style=\"background-color: ;\">\n            <div class=\"Testimonial-Content\">\n                <blockquote class=\"Testimonial-Quote\">\n                    <p>We chose AGConsult because they are the best at what they do. They\u2019ve proven that before. This time, they improved our content strategy, both for our end users and our employees.<\/p>\n                <\/blockquote>\n                                    <figcaption class=\"Testimonial-Author\">\n                        Kenny Hendrickx, Communication Coordinator                                                    <br><a href=\"https:\/\/www.sensoa.be\/sensoa-flemish-expertise-centre-sexual-health\" target=\"_blank\" title=\"Sensoa\">Sensoa<\/a>\n                                            <\/figcaption>\n                            <\/div>\n                            <img decoding=\"async\" class=\"Testimonial-Image\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2024\/04\/kenny.jpg\" alt=\"\">\n                    <\/figure>\n    <\/div>\n\n\n<section  class=\"Block Text Text--spaceTop100 Text--spaceBottom100\">\n    <div class=\"wysiwyg\">\n        <h2>From information maze to lean content strategy<\/h2>\n<p>At a certain point, Sensoa had <strong>5 other \u2018target group websites\u2019 next to their corporate website<\/strong>, for adolescents, adults, gay men, teachers, and everyone who wanted to know more about HIV or AIDS.<\/p>\n<p>This caused a lot of unnecessary duplicate content.<\/p>\n<p>And all of this content became <strong>increasingly harder to manage<\/strong>. A challenge that many government organizations will recognize.<\/p>\n<h3>What were the pain points?<\/h3>\n<ul>\n<li>It <strong>costed too much time and money<\/strong> to keep their 15,000 pages on 6 websites up to date<\/li>\n<li>These 6 websites <strong>competed with each other<\/strong> for a ranking in the search results, so users had a hard time clicking the right link as well<\/li>\n<\/ul>\n<p>To get the right information in the right place, Sensoa asked us for our expertise in <a href=\"https:\/\/www.agconsult.com\/en\/ux-services\/ux-design\/\">UX design<\/a> and content strategy.<\/p>\n<h3>The goal of this lean UX design?<\/h3>\n<ul>\n<li>Find a sustainable solution to <strong>manage<\/strong> all of this content<\/li>\n<li><strong>Improve<\/strong> the online information, based on what people are looking for<\/li>\n<\/ul>\n<h2>Facts-based thanks to content analysis and user research<\/h2>\n<p>First of all, we inventoried all of their content and performed <a href=\"https:\/\/www.agconsult.com\/en\/ux-services\/user-research\/\">user research<\/a>.<\/p>\n<p>Through <a href=\"https:\/\/www.agconsult.com\/en\/ux-services\/user-research\/top-task-survey\/\">top task research<\/a>, exit surveys, target group surveys, heatmaps, Google Analytics, a content audit, screen recordings, and interviews with Sensoa employees, we gathered quite some data.<\/p>\n<p>This way, we found the answers to these questions:<\/p>\n<ul>\n<li>Who visits which website?<\/li>\n<li>What are they looking for?<\/li>\n<li>And finally: does every website reach its target group and does it do what it should do?<\/li>\n<\/ul>\n<h2>Most important insight: target group approach doesn\u2019t work<\/h2>\n<p>Sensoa had 6 websites, for 6 target audiences. But that approach didn\u2019t work.<\/p>\n<p>A few examples:<\/p>\n<ul>\n<li>The site for adolescents also attracted a lot of adults<\/li>\n<li>On the HIV information site, there were\u00a0 a lot of non-infected people<\/li>\n<li>LGBT people visited all sites, not specifically the LGBT information website<\/li>\n<\/ul>\n<p><strong>Most visitors didn\u2019t specifically choose a website<\/strong>. They googled a topic and landed on \u2018a page\u2019, regardless of the website it was on.<\/p>\n<h2>New lean content strategy in a nutshell<\/h2>\n<p>Our proposal: <strong>get rid of the target group strategy<\/strong>, and show your content in topics.<\/p>\n<p>This way, the content slims down from 6 to 2 websites:<\/p>\n<ol>\n<li>Corporate website, including education<\/li>\n<li>Information website with info on sexual health for all target groups<\/li>\n<\/ol>\n<h2>In-house workshop writing for the web empowered Sensoa employees<\/h2>\n<p>After the content audit and the development of the lean content strategy, it was time to write and rewrite the content.<\/p>\n<p>To help the Sensoa employees, we gave them an in-company workshop on writing for the web. So they would have the <strong>knowledge and confidence to write successful online copy themselves<\/strong>.<\/p>\n<h2>Lean content strategy benefits Sensoa<\/h2>\n<p>The results of this lean content strategy for Sensoa?<\/p>\n    <\/div>\n    \n    <\/section>\n\n\n<section  class=\"Block List\">\n    <ul class=\"ul ul--check List-element\">\n                    <li>Fewer websites, so <strong>lower maintenance costs<\/strong><\/li>\n                    <li><strong>More time<\/strong> for other tasks, such as improving current content and writing new content<\/li>\n                    <li><strong>More efficient way of working<\/strong>: only 2 teams, instead of 6<\/li>\n                    <li><strong>More motivated<\/strong> employees<\/li>\n            <\/ul>\n<\/section>\n\n\n    <div  class=\"Block Testimonial Testimonial--spaceTop100 Testimonial--spaceBottom100\">\n        <figure class=\"Testimonial-Inner\" style=\"background-color: ;\">\n            <div class=\"Testimonial-Content\">\n                <blockquote class=\"Testimonial-Quote\">\n                    <p>\u201cAn extra benefit of our new content strategy? The common goal motivates our employees to the max\u201d<\/p>\n                <\/blockquote>\n                                    <figcaption class=\"Testimonial-Author\">\n                        Kenny Hendrickx, Communication Coordinator at Sensoa                                                    <br><a href=\"https:\/\/www.sensoa.be\/sensoa-flemish-expertise-centre-sexual-health\" target=\"_blank\" title=\"\"><\/a>\n                                            <\/figcaption>\n                            <\/div>\n                            <img decoding=\"async\" class=\"Testimonial-Image\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2024\/04\/kenny.jpg\" alt=\"\">\n                    <\/figure>\n    <\/div>\n\n\n<section  class=\"Block Text Text--spaceTop100 Text--spaceBottom100\">\n    <div class=\"wysiwyg\">\n        <h2>Lean content strategy benefits visitors<\/h2>\n<p>Who benefits the most of this new content strategy? The websites\u2019 <strong>visitors<\/strong>.<\/p>\n<p>They are no longer confused because of the overwhelming offer. And they can find all the information in 1 place. Very user-friendly:<\/p>\n    <\/div>\n    \n    <\/section>\n\n\n\n<section  class=\"Block Cards Cards--offsetTop Cards--offsetBottom\">\n        <div class=\"bg--primary100 Container Cards-grid-wrapper\">\n        <ul class=\"Cards-grid\">\n                            <li class=\"Cards-grid-span--1\">\n                    <article class=\"Cards-card\">\n                        <div class=\"Cards-card-wrapper\" >\n                                                            <h3 class=\"Cards-card-title\">\n                                    \u2705 Information is now quickly and easily found                                <\/h3>\n                                                        <div class=\"wysiwyg Cards-card-text\">\n                                                            <\/div>\n                                                                                <\/div>\n                    <\/article>\n                <\/li>\n                            <li class=\"Cards-grid-span--1\">\n                    <article class=\"Cards-card\">\n                        <div class=\"Cards-card-wrapper\" >\n                                                            <h3 class=\"Cards-card-title\">\n                                    \u2705 No more overlap in info for different target audiences                                <\/h3>\n                                                        <div class=\"wysiwyg Cards-card-text\">\n                                                            <\/div>\n                                                                                <\/div>\n                    <\/article>\n                <\/li>\n                            <li class=\"Cards-grid-span--1\">\n                    <article class=\"Cards-card\">\n                        <div class=\"Cards-card-wrapper\" >\n                                                            <h3 class=\"Cards-card-title\">\n                                    \u2705 No more confusion in choosing the right site                                <\/h3>\n                                                        <div class=\"wysiwyg Cards-card-text\">\n                                                            <\/div>\n                                                                                <\/div>\n                    <\/article>\n                <\/li>\n                    <\/ul>\n    <\/div>\n<\/section>\n\n\n<section  class=\"Block Text Text--spaceTop100 Text--spaceBottom100\">\n    <div class=\"wysiwyg\">\n        <h2>New content strategy off to a great start<\/h2>\n<p>The results? In one year, the information site of Sensoa got <strong>10% more visitors<\/strong>. This increase was mostly due to Google, because their findability improved.<\/p>\n<p>We\u2019re <strong>constantly monitoring the performance<\/strong> of their new strategy, through Google Analytics, user research and A\/B testing. We adjust, check results and fine-tune. To make sure their websites stay successful.<\/p>\n    <\/div>\n    \n    <\/section>\n\n\n    <div  class=\"Block Testimonial Testimonial--spaceTop100 Testimonial--spaceBottom100\">\n        <figure class=\"Testimonial-Inner\" style=\"background-color: ;\">\n            <div class=\"Testimonial-Content\">\n                <blockquote class=\"Testimonial-Quote\">\n                    <p>\u201cAGConsult helps us stay alert through regular user research and testing. To keep that focus, we assigned them as our long-term consultant.\u201d<\/p>\n                <\/blockquote>\n                                    <figcaption class=\"Testimonial-Author\">\n                        Kenny Hendrickx, Communication Coordinator at Sensoa                                                    <br><a href=\"https:\/\/www.sensoa.be\/sensoa-flemish-expertise-centre-sexual-health\" target=\"_blank\" title=\"\"><\/a>\n                                            <\/figcaption>\n                            <\/div>\n                            <img decoding=\"async\" class=\"Testimonial-Image\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2024\/04\/kenny.jpg\" alt=\"\">\n                    <\/figure>\n    <\/div>\n\n\n    <section  class=\"Block CTA CTA--primary CTA--left CTA--spaceTop0 CTA--spaceBottom0\">\n        <div class=\"CTA-inner\">\n                            <h2 class=\"CTA-title\">\n                    Do you also want a website that works better?                <\/h2>\n                                        <div class=\"wysiwyg CTA-text\">\n                    <p>Contact us.<\/p>\n<p>Together, we&#8217;ll look at what you need.<\/p>\n                <\/div>\n            \n                            <a class=\"btn btn--secondary\" \n                href=\"https:\/\/www.agconsult.com\/en\/contact\/\" \n                 \n                rel=\"noopener\" \n                title=\"Contact us\">\n                    Contact us                <\/a>\n            \n                    <\/div>\n    <\/section>\n","protected":false},"featured_media":0,"menu_order":7,"template":"","case_categories":[98],"class_list":["post-11997","case","type-case","status-publish","hentry","case_categories-ux-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sensoa: lean content strategy saves time and money | AGConsult<\/title>\n<meta name=\"description\" content=\"We developed a lean content strategy for Sensoa, based on extensive user research. 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