AutoNation Drive: Editorial Strategy

Evergreen content to drive local business

Project: Build an editorial merchandising blog to drive customers to the vehicles they want, where they want to buy them. Meredith worked with the marketing manager and editor to create a platform for localized & shoppable content, which became the brand’s #5 lead generation platform.

Deliverables: Editorial strategy, story development, and production of editorial articles and content pillars.

Client: Gasworks Media / AutoNation

Strategic sections and footers exposed shopping content across the site.

Shopping guides with SEO footers illuminated inventory that visitors could filter based on needs & goals.

Landing page and template design

Project: Create evergreen pillar content that could be rolled out by future producers and editors without a lot of hassle.

Deliverables: Working within the bounds of the content management system, Meredith designed templates for shoppable landing pages.

Results: Crosslinks drive internal SEO while pillar content drove external, giving the brand a backbone blog platform for articles, videos, and more marketing content.