Yeager got to work collaborating with NetApp’s SEO team and mapping out a plan that would align keywords and descriptors, and divide them strategically between the NetApp site and FlexPod site. This strategy was intended to reduce the likelihood of the content on the FlexPod site cannibalizing the visitors drawn to NetApp’s home page by its own content.
Beyond revamping the website copy for SEO purposes, Yeager helped to reimagine the direction of the entire FlexPod site. There had previously been an emphasis on product-centric copy, focusing on product features and sales talking points. But this approach had proven to be ineffective and limited. So Yeager and NetApp worked together to shift the entire focal point of the website to take a solution-oriented slant instead.
Today, the site is structured to offer solutions viewed through verticals and use cases. Customers can come to the site and drive down into the product that’s best suited for them, based on the end result they’re hoping to accomplish or their specific industry needs. The content is also developed and presented in many different formats, from copy and imagery to videos and infographics. This variety allows for all prospects to find content that resonates with them, and products that solve their most pressing problems.
Finally, Yeager and NetApp wanted to maximize all the content being produced, so they regularly repurpose content pieces into new formats for new uses. They also post content to websites like TechTarget.com as well as syndicate their content, with all of it driving back to the main FlexPod website. There is concurrently an ongoing social campaign in effect that pushes prospects and customers to the site, as well as email campaigns that are frequently run in order to notify partners about events, case studies and general information. This fresh and strategic omnichannel approach has been driving a surge of engagement with the FlexPod site, and working to make FlexPod.com the number one authority on converged infrastructure.