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Client

Axis Communications

Axis Communications – Newsdesk

Challenges concerning content ownership, governance and responsibilities are not always easy nuts to crack. But there are editorial ways of working that can help align content planning with a joint, cross-departmental strategy.
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The challenge

Axis Communications has a number of departments planning and producing content based on their strategic agenda.

They needed to improve their processes and understanding of the benefits of aligned content planning – from the central organization to all regions and markets. There was also a need for a clearer connection between markets insights and content production to better support the full customer journey.

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The solution

A new way of working editorially was implemented to centralize the strategic initiation, planning and production of content.

Operating as a news desk, Axis Communications could plan and produce aligned content with a mutual agenda: to support specific steps of the customer journey and to build an audience over time. The news desk solution included annual planning with a new meeting structure, new roles and an aligned content calendar and new, analytic tools.

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The results

Since Axis Communications’ central organization started to work like a news desk, the different departments share a common strategy and planning.

Today, the content and channels owners are more aligned, relying on an effective process for the annual planning as well as the day-to-day production of content. The markets get easier access to campaigns and editorial content that suit their specific needs and the overall markets goals.

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An annual plan

Axis’ marketing actions were aligned and planned on an annual basis. The actions are shared in a content calendar.

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New roles

The Content and Channels owners are responsible for content planning and ensuring it reflects Axis’ overall marketing goals.

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More efficient process

More result driven content planning, production and a new meeting structure making sure that the right people are informed.

Want to know more about this project?

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Sanna Kindmark

Agency Director Gothenburg & Malmö

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