Building a corporate culture through intranet content
Copywriting for a major UK insurance group
Objective and brief
- A major UK retail insurance and investment group asked Content Formula to write fresh, engaging content for the intranet.
- The client wanted to share relevant, up-to-date internal communications across a range of subjects including success models, corporate social responsibility, staff events news and key processes.
How objectives were met
- Content Formula worked with the client to develop clear "communications objectives" to help understand the company strategy, target audience, tone, scope and subject matter.
- Following research into the company, Content Formula recommended a 6-month pipeline of content. This was refined with the client and then put into effect.
- Each article was written following research and interviews with subject matter experts. Content Formula also managed the approvals process, delivering finished copy with suitable graphics, ready for upload to the client intranet.
Key challenges
- Working with an in-house style guide while retaining a fresh, open tone in each article written.
- Coordinating a copy approval process, often with approvers holding conflicting views!
Results
- Content Formula’s professional editorial team provided regular, balanced and fresh content, freeing up the intranet team to work on other projects
- We wrote about a range of subjects from all over the world, based on research and interviews with staff and leaders across the group.
- Senior management and stakeholders praised the quality of the writing and reported increases in traffic to the intranet
