Case Study: REI
We talked about two essential ingredients for creating great content teams in Rule #4. The first task is to staff your digital communications teams (internal or outsourced) with the appropriate professionals: writers, programmers, designers, information architects, project managers, content strategists, user experience professionals, and so on. The second involves creating audience engagement strategy teams built from varied roles across the organization so you can break down organizational silos.
Jonathon Colman, former search engine optimization (SEO) manager and current Principal Experience Architect for REI, an outdoor gear and apparel retailer, describes how great digital teams can accomplish more when they work together ...
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