Clarity and consistency – transforming digital communications

Bringing structure to content workflows for a multinational technology corporation for more meaningful, user-centred communication

Communicating with clarity in a global organisation isn’t easy. Different teams, tools and priorities often lead to scattered messaging and inconsistent user experiences.

We supported a multinational tech company in building a shared content strategy – one that turned complexity into clarity, aligned teams around common goals, and made it easier to create consistent, high-quality content across platforms.

Challenge: navigating content in a fast-moving environment

With over 1,000 experts creating content across markets, it became clear: the company wasn’t short on ideas or effort – but on alignment.

Content was being produced everywhere, but not always consistently. Teams were using 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.

Goals

We set out to bring more structure, clarity and purpose to how content was created and shared – across teams, platforms and regions.

Here’s what we worked toward:

  1. Consistency across channels: Align global messaging and structure content so that users – no matter where they are – get a clear, coherent experience.

  2. Simpler access to the right content: Improve how information is organised, so teams can find, publish and reuse content more easily.

  3. More usable, relevant content: Make content more focused on user needs and business goals – clear, purposeful, and easy to navigate.

  4. A strong voice for leadership: Turn the website into a central touchpoint for sustainability, innovation and strategic positioning – showcasing leadership where it matters.

Approach

Our goal was to create a practical blueprint that made content planning more transparent, scalable and people-friendly – across countries, teams and touchpoints.

Here’s how we worked:

  1. Listening first
    We gathered insights from across markets and leadership to understand what was working – and what wasn’t. Who was creating content, for whom, and how did it all connect?

  2. Co-creating new ways of working
    Together with the client, we defined a new editorial process – clear roles, fewer silos, and more flexibility. The approach supported a global content strategy, grounded in shared goals and a unified brand voice.

  3. Building a blueprint for the future
    We developed a content operations model that aligned business needs with editorial workflows – giving teams more clarity, and decision-makers a clearer view of what content delivers.

Key outcome

Service Blueprint

Together, we created a service blueprint that gave each team clarity on how they contribute to the content journey – from planning to publishing and learning.

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.
The blueprint became a practical guide for smoother collaboration, better coordination, and more confident decision-making.

Key outcome

A central editorial process – shared focus, better flow

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 means 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.

The key steps include:

  1. Content submission: Authors upload proposals based on targeted keywords and audience insights.

  2. Prioritization: Content is ranked by the editorial team based on strategic impact.

  3. Production: Priority content is enhanced and distributed across platforms.

  4. Amplification: Content is expanded through predictive data.

  5. Impact tracking: Regular analysis sessions assess content performance, fostering continuous improvement.

Impact

Building alignment that lasts

What started as a content strategy implementation project became something more powerful: A new way of working – built on shared priorities, clearer roles and better conversations.

By involving teams early and giving them space to shape the process, we helped shift content planning from reactive to purposeful.

Instead of chasing deadlines, people could focus on what matters most: creating content that’s useful, relevant, and connected to business goals.

The blueprint we created didn’t just sit in a slide deck – it became a tool people could actually use.
And with stronger alignment between global and local teams, content feels less fragmented and more intentional.

The journey isn’t finished. But now, the path is clearer – and the people walking it are more connected.