BEHR PAINT

In 2012, I worked with Band Digital, an indepedent agency in Chicago, to develop a content strategy for the redesign of Behr.com. Our strategic goal was to shift the site from eCommerce platform to content marketing destination by using customer guides like How-To articles and color pickers. I developed a tactical approach of content types, categories, and templates to make this transition possible.  

HOMEPAGE

The Homepage utilized a hero area to present new products and promos. But we used the rest of the page to introduce our content marketing initiatives, like helping customers choose paint and stain colors. 

HOW-TOS

Behr was eager to develop a content marketing effort and prove their value not just as a maker of great paint but as a helpful guide in painting projects. We developed a template for creating user-friendly How-Tos that were easy to read, implement, and share.