Problem
- The animal rescue needs to clearly organize content for their 4 main audience segments – adopters, volunteers, donors, and fosterers.
- The adopters target audience segment has different needs at each stage of the marketing funnel.
- Cat adoptions are less popular than dog adoptions.
Solution
- Design a sitemap that has clear navigational pathways for each segment.
- Map the user persona’s search journey to identify what questions they’re asking at each stage of the marketing funnel. Create content that answers these questions, effectively moving the target audience through the funnel towards a conversion (adoption).
- Research reasons why cat adoptions are less popular. Take a pulse check on what people say about cat ownership. Create content to destigmatize myths & misinformation.
