Transforming digital communications
Streamlining strategy for consistent, user-centric content for a multinational technology corporation.
Developing a centralized editorial process to unify messaging and strengthen the corporate tone. By streamlining content management, prioritizing tasks, and ensuring clarity in tool usage, the company achieved consistent branding and improved user-centric communication. This approach creates a cohesive strategy for delivering high-quality, accessible content across all platforms.
Challenge
With more than 1,000 experts producing content across different fields, the multinational technology corporation faced a significant challenge. Although each contributor had deep technical knowledge, the lack of user-focused writing led to fragmented messaging and inconsistent corporate tone of voice. This made the content difficult to navigate and weakened the company's overall communication strategy, preventing a unified brand identity across its global platforms.
Goals
Focus and consistency: Create a global website aligned with our messaging to deliver tailored content for all audiences.
Content findability: Improve Information Architecture (IA) for easier content access.
Content availability: Ensure goal-oriented, audience-specific content is delivered efficiently.
Strategic brand touchpoint: Position the global website as a key touchpoint, reinforcing the corporation’s thought leadership in Sustainability and Digital Transformation.
Approach
Our project aimed to define, plan and implement a service blueprint for a new target operating model. The outcome was derived from a content strategy focused on improving findability, accessibility, and user-centricity.
The process involved:
Extracting insights from a gap analysis and the new strategy to enhance content organization.
Defining a new editorial governance process, supported by an agile editorial team, prioritizing content based on strategic goals.
Delivering a service blueprint that aligned the communication value stream with the company’s business objectives, ensuring long-term operational efficiency.
Key outcome
Service Blueprint
The service blueprint outlines the tasks for each team along the content value stream:
Content strategy: Defines target process, audience, and goals.
Content planning: Focuses on key messages and user journeys.
Asset creation: Involves editorial production of content assets.
Execution & amplification: Manages planned and expanded execution across platforms.
Learnings: Insights from content performance guide continuous improvement.
Each step integrates technical enablement, including AI tools, and is supported by governance for alignment with strategic objectives.
This blueprint provides a clear structure for collaboration, tool use, and operational efficiency across teams.
Key outcome
Centralized editorial process
The new editorial process focuses on streamlining content submission and prioritization through a centralized editorial team.
Key steps include:
Content submission: Authors upload proposals based on targeted keywords and audience insights.
Prioritization: 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 content performance, fostering continuous improvement.
Impact
By implementing a centralized editorial process, the company successfully unified its global messaging and maintained a consistent corporate tone. The streamlined content management and clear tool usage enabled better prioritization, ensuring that content was both accessible and user-centric. This transformation strengthened the company’s branding and significantly improved communication across platforms, reinforcing its leadership in Sustainability and Digital Transformation.