Guided editorial process for strategic and user-focused content
Global communication team of a leading technology company
When hundreds of experts across markets contribute content, alignment quickly becomes a challenge. The communication team saw the need for more guidance – helping contributors focus on what truly matters: user relevance and strategic impact.
The challenge
With over 1,000 experts creating content across regions, the company wasn’t short on ideas or effort – but on alignment. Content was produced everywhere, but not always consistently. Teams used different tools and processes, responsibilities overlapped, and without clear governance, things felt more reactive than strategic.
The result? Brilliant people working in silos, unclear handovers, and a growing need for a shared foundation that connects strategy, storytelling and user focus.
Our approach
Together, we developed a centralised submission and prioritisation process that re-established the global communication team’s role in steering content topics and priorities.
This structure helps contributors focus on strategically relevant, user-centred stories while enabling global comms to drive thought leadership:
developed a transparent scoring system to prioritise strategically relevant content
embedded target group and impact data directly in the submission step
introduced a feedback and qualification loop through the editorial board
created user-oriented templates to support storytelling and tone
guided teams in selecting topics aligned with audience needs and business goals
The result
A guided, structured process that brings clarity and purpose.
Teams now submit higher-quality, user-centred content that fits strategic priorities, speaks with one voice and reduces duplication across markets. The global communication team can now steer topics centrally, ensuring thought leadership and strategic alignment across all content.
Deep dive
The editorial process
To bring more clarity and alignment, we introduced a central editorial process. Instead of every team doing their own thing, content planning and prioritisation now happens together.
This shift didn’t mean control from the top – it meant shared focus. By planning together, the teams can align global goals with local needs, reduce overlap, and create more space for meaningful content.
The result: a scalable approach that supports governance without becoming a bottleneck – and more flexibility for everyone involved.
Key editorial steps include:
Content submission: authors upload proposals based on targeted keywords and audience insights.
Prioritisation: content is ranked by the editorial team based on strategic impact.
Production: priority content is enhanced and distributed across platforms.
Amplification: content is expanded through predictive data.
Impact tracking: regular analysis sessions assess performance and foster continuous improvement.A central editorial process – shared focus, better flow
