Intern Project
Content Strategy Intern at Clearlink
Developing an outreach piece on Cabletv.com to engage new and potential users with the website.
Timeframe
June 2021 - August 2021
Challenge
The summer interns were tasked with developing an outreach piece on cabletv.com that would generate media attention and attract new users to the website. My role was to build and publish the page in WordPress and analyze user behavior using Mouseflow and Google Analytics.
Key Takeaways
Good communication within a team is important for the success of a project.
Process
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Understanding the Assignment
The intern team was tasked with creating an outreach piece for cabletv.com from scratch and work on the piece independently from the ideation phase through to the publishing phase of the project. My job as a content strategy intern was to build the page using the backend of WordPress and publish it. Then, I studied user behavior with Mouseflow and Google Analytics.
Putting it Together
To build this page, I had to learn how to use the backend of WordPress and study CableTV's style guide. Throughout my internship, I had learned to use Elementor to build web pages, but CableTV was still using an older system. I knew the goal of the project was to engage new users, so I did some research on how to track behavior on Mouseflow and familiarized myself with the Google Analytics base. I also decided to embed an ad to sign up for CableTV's newsletter, to see if this piece encouraged anyone to become interested in what the website has to offer.
In order to make sure the newsletter sign-up was in the correct place, I studied the best practices that Clearlink has for placing such sign-up. This helped my decision on where to place certain images within the article, so they could be spaced out properly along with the option to sign up for the newspaper.
What Worked
The piece did very well, as users visited other pages on the website after viewing the outreach piece meaning we generated interest and engagement. This piece built credibility with potential future users, as they were able to explore the website and see what it has to offer in terms of recommendations and products.
What Did Not Work
It was interesting to see that the newsletter sign-up did not get any clicks on it. This meant that while the outreach piece generated media attention and a large number of site visits, all users were still not engaged enough to sign up for a newsletter.
User Behavior
I studied user behavior on the outreach piece, and was able to synthesize some interesting takeaways about behavior. I also compared the piece to a previous intern project and a highly successful past outreach piece.
Mouseflow Takeaways
Google Analytics Takeaways
