Content may be king, but without a compelling content strategy and management plan, even the most effective and engaging content will not find its intended target.

A global building products manufacturer recognized the need to focus its approach to managing content that was being produced and distributed independently by thirteen divisions. They also needed to create an infrastructure that would enable them to sustain an effective content production and distribution program over time.

Netplus conducted extensive interviews across all thirteen of their divisions, as well as a full content inventory. Our analysis revealed a disparate high-profile group of evangelists within the organization whose work happened to cut across all major divisions, and who were actively providing content to customers on a regular basis.

Netplus helped consolidate the ad hoc distribution of product information into one primary corporate blog under the banner of the cross-division evangelists. We guided development of an editorial calendar to align content contributions from each division to reflect activities such as new product launches and trade show participation. We optimized content for search engines, began cross-channel migration, and fostered client engagement through Facebook, Twitter, and YouTube.

A unified Content Strategy raised customer communications efficacy, reduced the costs and stress of content development, and improved the company’s positioning as a trusted source of information and support.

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