CONTENT STRATEGY

Airbnb experience resource center

PROBLEM:

  • The outdated Resource Center was housed on a siloed Wordpress blog.

  • It lacked coherent messaging and wasn’t accessible from product.

PROCESS:

  • Worked with engineering to build foundations for SEO optimization, performance tracking, and automated localization.

  • Looked at user research and CS ticket drivers. Identified top questions/problems at each stage of the hosting journey:

    • After publishing their listing, Hosts struggled to find the information they needed to be successful.

    • If they searched on Google, Airbnb resources didn’t show up in the first page of results.

    • Hosts had trouble making their listing searchable, adding availability, and choosing activities that resonate.

SOLUTION:

  • Launched the Resource Center 2.0 with refreshed content & voice and tone.

  • Developed specific education around Hosting pain points.

  • Amplified content through SEO optimization, in-product messaging, and newsletters to Hosts.

  • Worked with product team to map ongoing education around launches and updates.

RESULTS:

  • 52% active Experience Hosts visited the Resource Center 2.0 since launch in H2 2021 (up from 20%).