Making an impact with content.
Deloitte’s content supply chain delivers scalable experiences to engage its diverse audiences.
68%
Increase in video views after migrating Australian website
Objectives
Achieve stronger engagement on website with more relevant, optimized content
Increase quality of client work by reducing inefficiencies and redundancies
Deliver consistent experiences while allowing firms to maintain autonomy over content
Set foundation for personalized experiences by creating content faster and at scale
Results
68% increase in video views for the Australian website 60 days after migration
24% decrease in bounce rate by enabling authors to deliver more compelling web experiences
Achieves more content adoption across 142 regional websites
Creates a foundation for an automated end-to-end lifecycle to accelerate content creation
Meeting diverse customer demands for personalized digital content can be tough for even the most seasoned marketing organization. Multiply that across almost 50 regions and you begin to see the challenges facing Andy McIlvaine, Managing Director, Global Digital Channel Strategy and Brand Agency at Deloitte.
Part of McIlvaine’s remit is ensuring Deloitte’s marketing teams worldwide operate and collaborate to create exceptional content experiences that resonate with its vast client base.
For government agencies, energy companies, financial institutions, and other global organizations, Deloitte’s extensive network of firms and expert consultants collaborate with clients to address some of the most pressing challenges faced by organizations today.
McIlvaine is clear when he describes Deloitte’s real advantage: its people. “The expertise and passion our employees bring to their work is what makes Deloitte different,” he says. “A key part of my job is to ensure that our teams have the tools to excel and act on their ideas.”
“The content supply chain isn’t just about delivering content faster and more efficiently. It’s about creating content that engages people on an individual level.”
Helen Wallace
Creative Director, Deloitte Digital
Ideas in action
Deloitte's network comprises over 140 regional firms, each operating independently and creating its own content to connect with local customers. But this distributed model meant that many firms weren’t taking advantage of Deloitte’s scale.
“We want to maintain each regional firm’s autonomy, but also make sure they adhere to our brand standards,” explains Helen Wallace, Creative Director at Deloitte Digital. “We knew that by reusing more content, we could free up time for local teams to focus more on client work while delivering on our vision for consistent, on-brand experiences.”
Like her colleague, Wallace wanted to reimagine the role of digital content including what the website Deloitte.com can and should be for clients. That required looking at all stages of its digital content lifecycle — from how Deloitte plans and produces content to delivering and optimizing it through websites. A long-time Adobe customer, Deloitte adopted Adobe Experience Manager Sites, Experience Manager Assets, Creative Cloud, and Workfront to create an end-to-end content supply chain.
“Focusing on the content supply chain isn’t just about delivering content faster and more efficiently,” says Wallace. “It’s about creating and activating content that engages people on an individual level. With Adobe, we use technology to learn, improve, and respond to our clients.”
“One of the biggest benefits of working with Adobe is that everything is connected in one environment. That’s a huge advantage when trying to automate workflows.”
Andy Mcilvaine
Managing Director, Global Digital Channel Strategy and Brand Agency, Deloitte
Optimizing their end-to-end content supply chain
Deloitte set out to infuse its vast regional diversity with inclusivity. Some firms are large enterprises with complex content needs, while others are small and highly specialized and need only basic functionality when it comes to creating content. With centralized access to more than 23K assets (excluding the legacy site) that are available in 33 languages across the network through Experience Manager Assets, firms gained visibility into available assets, a channel for sharing successful creative ideas, and the ability to reuse that content across regional websites. It provided an opportunity to deliver more of what clients want, with less effort.
“We always determine what solutions are best-in-class today and can also scale for our future needs,” says McIlvaine. “One of the biggest benefits of working with Adobe is that everything is connected in one environment. That’s a huge advantage when trying to automate workflows.”
Workfront serves as the framework to help plan, create, collaborate, and deliver cross-channel content. Most importantly, it automates handoffs to make sure that people can concentrate on doing what they’re passionate about: working with clients, personalizing messaging and being creative. Planning and creative stages rely heavily on Workfront to connect teams and enable seamless collaboration, with data surfaced through Adobe Analytics and Adobe Target informing content commissioning and creative direction.
“By adding visibility into available web content, we hope to reduce redundancies by 35% to 50% globally and encourage teams to spend even more time working with clients.”
Andy Mcilvaine
Managing Director, Global Digital Channel Strategy and Brand Agency, Deloitte
Better reuse with personalized experiences
With a full view into the content lifecycle, Deloitte hopes to encourage more asset reuse on its updated deloitte.com website. The goal is to continually reduce redundant assets and streamline operations. If a director at one firm publishes thought leadership content on the future of electric vehicles, other firms could localize it for their audiences rather than re-creating a similar piece. Deloitte hopes to increase global content reuse by 65%, giving firms more time to focus on creating personalized experiences for their region or even for individual clients.
“By adding visibility into content, we hope to reduce redundancies by 35% to 50% globally and encourage teams to spend even more time working with clients,” explains McIlvaine.
Deloitte currently has 16 geographies using Adobe’s best-in-class applications to streamline the content supply chain, with dozens of templates that local authors use to work quickly and create high-impact, targeted web experiences that make a difference for clients in. Website performance numbers show that clients are seeing more relevant and interesting content in region. For instance, 60 days after migrating 2,000 pages for the updated Australian website, the regional firm saw a 68% increase in video views, a 16% increase in file downloads, and a 24% decrease in the homepage bounce rate.
“We’re excited about the improvements we’re making in our content supply chain,” says Wallace. “Our content goals are now more closely aligned with how people work worldwide. We now have new ways to plan, test, and learn so we can keep enhancing digital experiences for clients everywhere.”
Expand your knowledge
Learn more reducing content waste while delivering personalized content and customer experiences. Explore Adobe’s Content Supply Chain solution.
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