How Technology Supports Connected Content
In recent weeks, we’ve been publishing a series of posts about Connected Content and why it matters as the world becomes increasingly digital first. Connected Content means that companies tell their brand stories through strategic and engaging content, build and run intelligent websites, and reach audiences with powerful performance marketing solutions As our CEO Don Scales wrote, we believe that in a digital-first world, businesses can’t tell their brand stories with a willy-nilly collection of tactics. They need a unified approach. And technology creates the foundation for that approach. Technology is the great enabler of Connected Content.
Many elements need to come together for a client to embrace Connected Content, including developing a central story in a compelling way. Increasingly we see that clients are utilising additional systems and technologies to assist in telling that story.
Our technical consultants work alongside our other strategic communications operations to ensure technology fulfils its potential to support brand storytelling. They investigate and scope where our client’s other existing systems could be integrated with their digital communications channels to support and enhance the user experience and increase engagement. Approaches include:
- Application tracking system (ATS) integrations: Most ATSs sit within their own environment and do not fit within the overall comms strategy and user experience of the site. Clients want the ATS to sit seamlessly within their story. We can assist in the technical challenges to realise this by working with the vendors and available application program interfaces to integrate the ATS.
- Visualising and presenting data: Data can be difficult to present and communicate to visitors to the site. We have worked with clients on managing the transmission, transformation, and presentation of complex data in an intuitive and understandable way.
- Bespoke development: Some clients have unique and complex user journeys that require guidance and vision from a technical standpoint. For these we run user experience (UX) and user journey workshops with key stakeholders and future users of the systems, being developed, to enhance the final outputs.
The Results
Some examples of recent projects with a strong technical requirement:
- Anglo American: Anglo American group required a single hub for all job seekers. The individual business units used their own recruitment platforms and processes.
We provided technical guidance on how to consolidate these separate systems into a single presentation to the candidates. Candidates see jobs from different business units presented in a single view and allow Anglo American to manage its brand more effectively.
- Breedon Aggregates: Breedon is a leading construction materials group in Great Britain and Ireland. the company has office-based employees as well as employees out in the field, sometimes with only mobile networks.
Breedon wanted to have an Intranet to communicate news, events (local/community/company) as well as promote safety, health, and environmental practices. With the employees spread around Great Britain and the Republic of Ireland, this tool is also designed to enhance the Breedon culture and community across the board.
This has been achieved with their mobile-friendly Intranet via an embedded social networking tool to extend to external colleagues (using Yammer) and employees with poor WAN networks.
Wrapping It Up
What makes us different is that our technical specialists are:
- Best in class.
- Part of a connected, end-to-end offering that encompasses strategists, consultants, and storytellers, befitting our Connected Content approach.
Our combined resources provide valuable insight and guidance to clients who might have a technical element within the vision of what they are looking to achieve. Investis Digital can provide this vision and support. Contact us to learn more.