Content transformation for the Internet Society

The challenge

The Internet Society had several content pain points and didn’t know where to start.

The organisation had too much content for the communications team to manage and their content wasn’t doing a good enough job of helping the organisation achieve its aims.

Content was organised around internal models. Content processes were inconsistent, slow and cumbersome. There was little guidance on creation, maintenance or archiving. Content sign-off was long-winded and inefficient. The content ecosystem wasn’t helping to create great, strategic content. Tools and systems weren’t working well together.

The work

Contentious analysed the problems and devised routes to a better content world.

Over the space of four months we audited and assessed Internet Society content. We also mapped and analysed content systems, processes and structures. We interviewed staff across the organisation and interrogated quantitative and qualitative data.

This work concluded in an action plan summarising what we found, what we thought should be done, how, and why. We shared this action plan in a series of six presentations, covering all levels of the organisation.

We covered seven key areas:

1. Strategy
2. Audience
3. Substance
4. Structure
5. Governance
6. Workflow
7. Ecosystem

The result

Our solutions gave the Internet Society aligned clarity over the strategic purpose of their content. This put the organisation in a much better position to use content as a powerful asset in helping achieve organisational aims.

The organisation now has enhanced knowledge of the audience’s wants and needs that will help focus content on the people who consume it.

Organising and structuring content around people’s mental models of the internet rather than internal structures will make it easier for people to grasp and find their way around.