The energy industry is in a state of upheaval, and Ewz, the electricity company of the city of Zurich, wants to play an active role in shaping this change. The content strategy newly developed for this purpose takes into account all Ewz market and stakeholder requirements. Social relevance was chosen as the most important yardstick for the redesign of the platform. Powernewz.ch defined.
The goal is to make the multifaceted ewz brand experience a digital experience via relevant content. This means reversing the inside-out approach even more consistently and focusing more consistently on readers' interests on the basis of data. For editorial planning, usage data and interests are matched with strategically important Ewz topics and projects.
Variety of topics and contemporary look
The result is a new kind of online magazine with an editorial concept that has transformed itself from a former specialist blog into a topic-setter magazine for sustainability and innovation.
TBS developed the new content and visual concept for it. The magazine was also reorganized editorially and a team of freelance journalists, photographers and illustrators from Switzerland, Austria and New York was assembled.
Data-based article planning, target group-centered playout
For topic planning, user data is matched with the topics defined as strategically relevant. The relevance and quality of the content are continuously tracked and improved to support target achievement and build audiences. The content is adapted to the target group and channel and played out on an individualized basis for each advertising channel. Their success is measured by means of performance and A/B tests, which also allows conclusions to be drawn about other ewz campaigns and cost optimization.
Build and inspire readership
Content and technical search engine optimization should continuously improve organic visibility in order to provide interested parties with the right answers to their questions - and of course to reduce ad spending. Targeted advertising of articles via the company's own social media channels and via programmatic and search ads should also increase the reach of the content.
The result is a content data machine that also permanently supplies the new Ewz newsroom with relevant topic interests and audience insights.
Responsible at Ewz: Esther Peter (Content Specialist & Editorial Director), Eva-Maria Boretti (Conception). Responsible agency: TBS Brands Partner. Programming: KiloKilo.