Content Strategy Case Studies

Growing new customers with LG shopping content

Goal: To grow the DTC e-commerce business on LG.com by bringing in new customers at each stage of the shopping journey.

Challenge: How can LG’s content put the customer first while also highlighting technical LG products, innovations, and features?

Process: After thorough stakeholder interviews, SEO research, UX research, UserTesting, and data analysis using GA, I created a content strategy for several “Buying Guides” across each major category for LG.com, targeting key buyer personas. Each customer-focused buying guide was created in a cross-functional process with a creative agency, the internal design team, the development team, merchandising team, and the brand marketing team. Throughout this process, I crafted the copy and voice guidelines for LG.com, worked with the data team to create a tagging and tracking plan, and ensured each piece of new content met LG’s brand standards.

Results: A scalable content design, 8 new long-form buying guides, micro-content to be used across the website, including the cart and category pages, and an SEO-based process for new content creation.