ScottMadden wanted to leverage the content on their website to engage their audience and develop relationships. However, the content was extremely difficult to find and lacked a human-centric strategy. Being a consulting firm, their people were the ones creating content and relationships, and the website needed to highlight consultants’ individual expertise.
Atlantic BT developed a taxonomy to connect their areas of focus to both insights and the internal thought leaders creating these insights. An insights library showcased all of their content, allowing users to search and filter for what they sought out. Furthermore, the library helped users navigate to similar content or additional pieces by the same author.