Everything from a single source: control of global content production, central content management, integrated social media communication.

How can an internationally positioned organization expand its target-group specific content production across all digital channels? And how do editorial excellence and a finely tuned content flow work in cooperation with around 120 worldwide offices? Before, these were the questions and challenges that the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH was facing. This time around, they decided to hand it over to an agency.

Central Editorial Control

Since autumn 2017, a solid ]init[ team of online editors, content managers, media producers and social media consultants oversee the global content management of the German company. The task: to coordinate, supervise and further develop the corporate website www.giz.de and other associated websites, with 1,200 content updates annually as well as the entire social media communication.

Complex Interface and Editorial Management

User-friendly, competent, informative – our editorial work happily meets these requirements for the GIZ. The challenge of delivering a complex website in collaboration with around 120 offices worldwide while simultaneously integrating all of the content into the content management system? Check.

Our approach: an agile team structure. The experienced editorial team looks after GIZ corporate communications and specialist areas, as well as country offices and more than 1,000 projects. We coordinate the editorial daily routine and the specific requirements of the stakeholders, clarify questions and advise on cross-media and target group-focused channel planning.

Our editors operate in top form when they track down exciting topics, research backgrounds, write capturing posts and publish them online for search engine optimized results. In cooperation with GIZ Corporate Communications, our editors have the best opportunities for this - from informative articles and project profiles to B2B texts, infographics, videos and animations.

Comprehensive Creativity, Advice and Proactivity

Not only do we control the content production, but we also ensure the optimal presentation in the OpenText content management system - from the configuration of new topics and the migration of content, to quality assurance of the site.

In addition, we are working to take the online offerings to a new level with fresh ideas by advising GIZ on topics such as influencer marketing or new tools for KPI-supported campaign tracking. At regular intervals, our team provides editorial and technical SEO action suggestions, and provides detailed online statistics from simple click-through queries to extensive topic-specific special scores.

Social Media

We also look after and develop GIZ's social media offerings. From Twitter to Facebook to YouTube, our social media team creates posts and stories for German and international audiences, answers user questions and moderates comments. The tool-supported monitoring of the activities is just as natural for us as the identification and analysis of relevant topics and influencers.

Project Insights
  • A scalable, fixed-core team handles editorial tasks efficiently and smoothly
  • Content research and production from a single source: from concept creation to final editing
  • Translation of specialist topics in the fields of international cooperation, development cooperation and intercultural communication in clear language for B2B target groups
  • International orientation: Creation of German and English-language content as well as content management in French, Russian or Spanish, among others
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Robert Fröhlich, ]init[ AG
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Robert Fröhlich
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