Life storage | Map my House
[Interactive Content Piece]
What storage secrets work best for the kitchen? When is the best time of year to clean the chimney flue? Everyone has questions about their home. That's why, when Life Storage, one of the largest self-storage companies in the world, came to Crowley Webb looking to launch an original piece of 10x content, we pitched "Map My House," a fully customizable home, loaded with tips, tricks, and articles tailored specifically to the needs of each user.
10x content is content hosted on your website that’s ten times more helpful, insightful, and shareable than any other content competing for the same primary keywords. Content that’s so good, bloggers want to share it on their own blogs and social channels, ultimately building links, driving organic search traffic, and improving blog engagement.
Before diving into concepts for the content, we first conducted extensive research on self-storage consumers and current Life Storage blog readers to get a better idea of our target audience. We ended up with a ton of valuable data, which then drove the next phase of our content strategy: the brainstorm.
Guided by what we uncovered, we got together with the team from Life Storage and worked for half a day on different concepts for the actual 10x content piece. We came out with more than a slew of solid ideas. Eventually we narrowed it down to a list of the strongest concepts, but to help us select that final idea, Life Storage conducted a small survey of their guest bloggers. There was one overwhelming favorite among them, and that made our decision easy. The clear favorite was Map My House: An interactive, customizable look at your home, packed with inspiration and ideas.
After a few questions designed to tailor each user’s experience (where they live, if they have pets and/or kids, what season they’re experiencing), Map My House serves up a digital house that’s loaded with tips and articles crafted for specific areas of the home. New nuggets of knowledge were continually revealed as users clicked around. And if users didn’t see what they were looking for, each room had a link to submit questions. Notifications could even be sent upon the arrival of new topics that best suited each user.
Take a look below at what a user would see who selected a home in the Mid-Atlantic region during the summer where both kids and pets were present.
From here, users could hover over any of the rooms, and a lightbox would appear with a button that read “Enter for tips.”
This is an example of the third stage in the journey where users could quickly read storage and organization tips specific to that room or dive deeper into DIY articles from Life Storage influencers.