Axis Communications – Newsdesk

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.

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.

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.