From content strategy to storytelling
#Content & stories
#Content strategy
#Internal engagement & training
#Understanding trends
Brief
Sika asked us to help them lay the groundwork for their content strategy by defining clear communication pillars at Group level. We were then tasked with helping them to develop a storytelling approach.
Our work
STREAMLINE CONTENT AND KEY MESSAGES
Sika had an enormous amount of information both online and offline, with the company struggling to communicate their true identity.
The first challenge was to rationalise the amount of content available, re-developing the content strategy so as to make key messages clear and understandable.
After a preliminary assessment of all content on the website, we carried out a qualitative analysis of both the existing internal communication assets and external assets.
The analysis phase enabled us to develop and set key messages, raise critical issues, define focus areas and tone of voice.
- “As is” assessment of website, digital ecosystem, reports and internal documents (sustainability report, annual report, branding + communications reports)
- Assessment of external documentation (press coverage)
- Perception Analysis
- Distinctiveness analysis to convey critical issues, problem areas, and ways forward
WORKSHOP TO DEFINE COMMUNICATIONS PILLARS
After the assessment phase, we ran a workshop at Sika’s headquarters, presenting the work we’d done, the critical issues that had come through and ways to move forward. At the end of the presentation, we brainstormed together, and defined clear communication pillars that would help Sika streamline their corporate messaging on all their outlets.
STORYTELLING PLAYBOOK
Having defined the main communication pillars, we were tasked with creating a storytelling playbook to guide story creation across the Group. The “how to” document provided tips on how to write an engaging story for the web, using the three pillars as a basis to guide these stories.
Best practice examples were cited to provide ideas of how other companies are approaching storytelling on their digital platforms.
Result
Our work helped to define Sika’s main communication pillars, which were then used to develop their corporate storytelling playbook for use by corporate and country based teams.