02 Nike Editorial Concept
A DESIGN SOLUTION FOR MAXIMIZING EVERGREEN CONTENT
Objective
To create an evergreen training editorial ecosystem that can be used for a variety of business goals from SEO traffic growth to supporting Nike Training Club (NTC) downloads. The goal of this content is to have it remain relevant over time for users who search for strength training tips and exercises.
The Problem
Existing thought leadership articles created by the Nike UK team were un-organized within the website and were not being leveraged correctly to reach new audiences.
Hypothesis
By creating optimized “pillar” articles, we will reach a wider net of users searching for non-branded topics and products. “Pillar” articles will also establish an organized foundation for an inter-linking structure that will ultimately increase visits and traffic between webpages.
Content Strategy
Offer long form content that Google is more likely to value, index and rank highly. Include relevant high-volume search phrases to increase traffic and visits.
Allow for strategic internal linking to existing and future Foundational Editorial articles as well as product pages
Create the opportunity to test and learn, providing insight into article formats that perform well on Nike.com
Research
Keyword research was conducted to gain insight on user search behavior and relevant phrases. I identified the key topics to surface relevant content based on this data.
Lo-fi Wireframes [Phase One]
Next Steps
01 Learning Agenda
Outline what we want to learn about the articles
Create high level hypothesis grouped into Learning Agenda items such as Reach, Engagement & Conversion
Prioritize these points based on need
02 Test Plan
Use the agenda to develop the test plan
Understand KPIs and expected article outcomes
03 Optimize & Iterate
Use the learnings from the test and implement
Look to learning agenda and re-hypothesize or move back to test plan for multi-test approach on iteration