Element Materials Technology is the recognised leader in materials testing and product qualification testing to the aerospace, oil, gas and transportation sectors. They wanted to create a content hub to showcase rich, informative content in a searchable hub, confirming confidence in the Element brand as being the market and thought leaders in their select industries.
A knowledge base
A marketing engagement and sales tool, the content hub needed to be aimed at encouraging users to proceed with quote requests and data capture, through powerful onward journeys via select content. It also needed to act as a knowledge base for new and existing employees.
Mobile-responsive and in keeping with corporate branding
The content hub would be used to publish a wide range of content coming from a lot of different places, in addition to showcasing the skills of Element’s experts.
Element is an acquisitive business, so the solution needed to be able to incorporate additional sites in the future, with SEO being a key consideration. In-line with the new website, which DEPT® designed and built for the organisation, the content hub needed to be mobile-responsive and in keeping with corporate branding.
DEPT® delivered the discovery phase, UX, design and development of Element’s content hub. This included: definition and success criteria definition; landscape analysis; definition of a digital measurement framework; full content audit; definition of the filtering system; wireframes and taxonomy; interactive design; front-end and back-end development.
Responsive and adaptable
DEPT® developed ‘Nucleus’ – a responsive, adaptable and easy-to-update content hub. Nucleus acts as a hub for content articles, case studies, infographics, whitepapers and technical guides, to help increase lead generation and support sales nurturing.
High value content is gated with some elements of basic data capture. Articles in the content hub are searchable and include the ability to show related content. A taxonomy has been designed, agreed and implemented, and the onward journey and brand substantiation has been considered.
The solution we delivered has helped to establish Element as the go-to place for information on materials testing and establish them as the industry leader.
- The content hub provides Element with additional control of the user experience and customer journey, ensuring relevant content is easily accessible to encourage engagement and, ultimately, lead generation.
- Element is a unique organisation with a vast range of expertise. Nucleus has enabled the organisation to showcase this knowledge through engaging and authoritative content, helping to position them as thought leaders.
- From an employee perspective, Nucleus provides a central hub of home-grown information and knowledge of actual practice methods in real time. Digital media is helping to bring the organisation closer together and more aligned across its 61 labs in Europe and the USA. It is expected that the Content Hub will also help to attract like-minded future employees.
- The mobile-responsive hub is easy to navigate and visually in-keeping with Element’s branding. Going forward, Element will be able to measure the site’s performance against the Digital Measurement Framework Building Blocks defined, including analytics reviews to help steer future marketing decision-making.
Managing Director, Design & Technology UK
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