Following on from last week’s blog on content atomisation, 44’s Imogen Charnley explores how real content can travel with a planned approach to atomisation…
In our last blog, we talked about the benefits that content atomisation can bring. In the spirit of true atomisation, this time we’re taking this further to demonstrate how to connect with as wide an audience as possible.
The best way to bring this to life is to tell a story of content atomisation in practice, profiling a real project to show how messages can travel across different channels.
The background
Vodafone approached 44 Communications when its HR team needed support in boosting the awareness, profile and uptake of the company’s employee benefits programme.
Our approach
While the process was more organic in practice, the journey the messages took during the length of the campaign can be broken down into at least six steps.
Step one: profiles tell a story
We began with a small suite of case studies (and accompanying photoshoots), focusing on individual employees with first-hand experience of certain benefits within the package. These profile-style pieces were written up in long and short forms to be used in blogs, the staff intranet and a benefits brochure.
Step two: banners grab attention
We condensed the profiles down further to a couple of sentences so that they could sit on printed posters and atrium banners, and cut them to exploded quotes for web banners that were hyperlinked back to the intranet case studies.
Step three: photography takes off
The photography helped the messaging to atomise even further when it was used in presentations and digital screen signage.
Step four: videos increase momentum
As this campaign of messaging gained momentum, we conducted another set of case studies, but this time we filmed them, so that we had video footage in addition to the written content.
Step five: analysis
Why does content atomisation work? Generating, adapting and sharing content across these different platforms is incredibly useful in raising awareness of a key topic or theme by creating a steady drumbeat of comms. However, the messaging itself needs to change in order to move audiences on from merely knowing about something to understanding it and, ultimately, developing their own advocacy.
Step six: changing up the content
With each quarter, we reviewed the metrics and built up the layers of messaging, giving the audiences new perspectives and calls to action to explore. As their own take-up of the benefits increased, it meant that we had even more opportunities to show fresh examples and case studies.
And the result? After a year of steady messaging that made full use of the channels and platforms available throughout the business, we could demonstrate increased take-up and engagement with the benefits programme, which generated cost savings for employees of more than £1.2 million through the discount schemes.
If you’d like to find out about any of our projects or how we can support your communications, get in touch via info@44communications.co.uk.
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