Element Materials Technology is the recognised leader in Materials Testing and Product Qualification Testing to the aerospace, oil, gas and transportation sectors.
With a history dating back 188 years, today the organisation exists to make certain that the materials and products that are in use in some of the world’s most advanced industrial sectors are always safe, of marketable quality, compliant to all relevant industry standards and fit for purpose in their end application.
Objectives
Element Materials Technology 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.
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. 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 order for the new Content Hub to be in-line with the new website, which Building Blocks designed and built for the organisation, the agency were again the obvious choice to deliver a solution that was mobile-responsive and in-keeping with corporate branding.
Our Services
Building Blocks 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.
Nucleus
Building Blocks 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.
Results
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.
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.