Service blueprint for a content process
Communications unit of a multinational engineering company
To bring structure and alignment into a fast-moving content landscape, a service blueprint helped turn scattered tools and workflows into one clear, shared process – from strategy to execution and learnings.
The challenge
With over a thousand experts creating content worldwide, ideas and activity weren’t the problem - alignment was.
There were many tools, many formats and many handovers, but no shared understanding of how everything connected.
No one had a full overview of the process or knew which tools to use at which stage. Collaboration was happening, but it lacked clarity and rhythm.
Our approach
Together, we mapped the entire content value chain — from strategy to impact:
Identified all key tools, tasks and responsibilities across teams and regions
Structured the end-to-end process from goal definition to learnings
Connected content strategy, planning, creation and distribution in one blueprint
Highlighted tool usage per step to make handovers transparent and logical
Created a visual overview that made complexity visible and manageable
The goal was to help everyone see the same picture: where they fit in, what comes before and after, and which tools enable each step.
The result
A clear, shared process that connects strategy, creation and impact - making collaboration easier and content management more consistent.
Here’s what it included:
Editorial strategy: Clear goals, target groups and priorities – so everyone knew what content should achieve and for whom.
Content planning: A shared process to define core messages and user journeys – aligned across teams and regions.
Content creation: Guidance on how assets are produced, reviewed and refined – with space for creativity and quality.
Execution & amplification: A structure for rolling out content across platforms – planned, timely and consistent.
Learnings: A simple way to gather insights from performance – to keep improving what works.
Each step was made actionable – with roles, tools and responsibilities defined together with the team.
For the first time, all teams could see how their work linked together and which tools supported each step.
My takeaway
Many people work hard inside a system that feels unclear – not because of resistance, but because the map is missing.
Once the map is there, energy shifts from coordination to collaboration. Predictive planning and AI-supported topic generation became natural next steps.