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Case study: National Grid UK – Connecting

Leading industry debate through thought-leadership site

  • Connecting  is a blogging website showcasing National Grid’s expertise
  • 9,500 page views in the first six months
  • Award winner: Best Website at the IoIC National Awards 2014

As the custodian of our energy network, National Grid UK has a huge role to play in identifying and tackling the critical challenges facing the gas and electricity industry. But how can it position itself as an authority in this area? And what’s the best way to communicate its take on very complex issues in a way that’s readable, relevant and readily accessible?


Connecting is a thought leadership website that’s updated every week with high-quality, shareable content. It’s designed to encourage debate, share expertise and position National Grid employees as trusted experts in their field. From blogs to bulletins, videos to vox pops, 44’s team of writers produce material that’s engaging, forward-thinking and easy to read. Delivered through a simple WordPress CMS, the site is a cost-effective, responsive platform that resizes for the best reading experience on any device.


In the first week following its launch, Connecting had an average visit duration of 4 minutes, 14 seconds. After six months, Connecting had received over 9,500 page views. It was named Best Website at both the IoIC Central Awards 2013 and IoIC National Awards 2014.

Click here to view Connecting UK & US.

“Capturing our people’s thoughts on sometimes challenging and complex topics and structuring them within expertly written pieces of content is a highly valuable skill. The team at 44 Communications does this really well – colleagues around National Grid who they’ve interviewed or worked with regularly praise their work.”

Simon Henning, Communications Production Manager, National Grid.
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