Content Strategy
of
GoPro Hero10
GoPro, the leading action camera company in the world, released their flagship model, the Hero10.
content strategist
Keynote, Google Sheets, Photoshop, Illustrator, infographic design, Zoom
four (content inventory)
solo (analysis)
A review of GoPro’s content strategy for all company owned content, including whether on brand, consistent tone of voice, what the company does well, and opportunities or gaps in the content experience across the customer’s lifecycle.
every public piece of company generated content specific to the Hero10
third-party content, social media content except for GoPro's own YouTube channel(s), user-generated content except for GoPro’s own community/forum
prospective customer wants to compare feature set
new customer wants to set up and use for the first time
existing customer wants to troubleshoot issues with battery life
As a team, we conducted our discovery. Part of analysis was done as a group and part individually. The rest of the process was done individually so that we could learn multiple points of view for the same content.
We picked a team lead to oversee our document consistency. Then our inventory workload was divided up by site sections such as sales, blogs, community forum, etc. so that we could complete the work quicker.
We assigned a primary ( 1 ) and secondary ( 2 ) person for each site section so that no pages were missed and to verify each other's work.
We identified, categorized and added the URL of every piece of in-scope content to a shared document so that we all had a single source of truth.
I chose an appropriate sample size by disregarding reused templates and by considering the proportional amount of content in each section. Then I analyzed the sample for:
VOC/VOE (Voice of the Customer / Voice of the Employee)
Sales/Support
Cultivation/Advocacy
Tone of voice
Use case of prospective, new and existing customer
As a group, we evaluated how well the company is doing with regard to content delivery by looking at results for site search, Google search, accessibility, and mobile. We did this by comparing actual results to expected results based on the content inventory to consider:
how the desktop site differs from the mobile site
how search results may include unexpected results, such as a competitor's product
whether Closed Captions for videos, titles and headings for pages, alt-text for images, good contrast for fonts are used
Since the findings were going to be presented, I designed infographics to be on-brand and easy to understand at a glance. My intent was to mimic the Hero 10's screen.
From the point of view of a prospective customer, I found that the company uses clear hierarchy and chunking, specifically a layer-cake pattern to make it more efficient for the prospective customer to find the the information they are looking for without becoming overloaded.
For the use case of an existing customer troubleshooting Hero10 battery life, this finding occurs across multiple pages so I decided to show it as a story. Content was stepped through from the customer's POV. The issues were highlighted in green and yellow to reflect a product content opportunity more than a harsher 'negative' color like red.
For greater impact, a reddish highlight was only used in one place, at the end, to emphasize and summarize the product content experience from the existing customer's point of view.
By keeping up with industry best practices, I also found evidence to support my conclusion from industry leading UX research group, Nielsen Norman Group.
Conduct a similar audit for a GoPro Hero10 competitor, possibly DJI's Osmo, to compare content strategies and uncover new opportunities.
breaking down a big job was easy because we worked really well together as a.team
because a content audit is a big undertaking, it's important to clearly know what your goals are
different people analyzing the same data for content strategy will prioritize and strategize content from their own point of view, another reason that goals must be set first
