T-Mobile: Content & SEO Audit
T-Mobile USA · Tech, Mobile Providers · 2021
Challenge
T-Mobile's newsroom was publishing content at scale, but visibility and engagement were inconsistent. High-quality stories were getting lost, while competitor content dominated search results. The team needed clarity on what was working, what wasn't, and how to turn their newsroom into a traffic-driving machine.
Approach
We conducted a comprehensive content audit analysing 500+ newsroom articles against engagement metrics, behavioural data, and SEO performance. We identified the topics, formats, and approaches driving the strongest results—then delivered hands-on training to 50+ team members to embed these insights into their editorial workflow.
Outcome
T-Mobile's newsroom transformed into a strategic asset. Within 3 months, news visibility increased by 32%, organic traffic grew significantly, and the team had a clear, data-driven content strategy they could execute with confidence.
Performance Improvements
Our Methodology
Content Inventory & Classification
We catalogued and classified over 500 newsroom articles by topic, format, author, and publication date to establish a comprehensive baseline.
Performance Analysis
Each article was scored against key metrics including organic traffic, time on page, scroll depth, social shares, and keyword rankings.
Competitor Benchmarking
We analysed competitor newsrooms including Verizon, AT&T, and leading tech publications to identify content gaps and opportunities.
Recommendations & Training
Delivered a prioritised action plan and conducted hands-on training sessions with the editorial team to embed best practices.
Key Findings
Long-form articles (1,500+ words) generated 3x more organic traffic
Product announcement posts had 45% higher engagement than corporate news
Articles with custom graphics received 2.5x more social shares
Interview-format content had the highest average time on page
Mobile-optimised content showed 60% better scroll depth metrics
"The audit gave us clarity we had been missing for years. We now have a data-driven content strategy that the entire team understands and follows."
Senior Content Manager T-Mobile Newsroom
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