BP: Building a ‘Write Once, Publish Anywhere’ Culture With Arc
For global energy company BP, maintaining a clear internal communications strategy across the world was enormously difficult. See how Arc helped bring efficiency and consistency to BP’s internal communications.
With more than 70,000 employees across 79 countries, 16 languages and operating 250 internal websites. maintaining consistent messaging and BP’s integral corporate identity took a monumental effort.
One of the biggest contributors to the challenge was content development and delivery. Although BP had a CMS, it didn’t contain all the places content was being developed - email content was written in a separate tool and rather than maintaining a single corporate intranet, there were hundreds of internal sites with global editors around the world. Delivery proved to be equally challenging as BP employed four different systems to serve their content.
Finding the Right Headless CMS
BP needed a solution that would consolidate their content into a single source of truth with minimal disruption to the business. Ben Jefferies, Head of Global Publishing at BP, knew that if he could find the right headless CMS that could power downstream communications across all channels — from their intranet to internal chat on Yammer to their enewsletter — the benefits would be felt worldwide. He also knew that ease of use was paramount, so one of his key metrics was the total amount of content being published on internal platforms.
“The so-called holy grail will be having all comms created in one place,” Jefferies said. “So we can then see the end consumption metrics for the stories being published across multiple end points that use different consumption metrics.”
Arc’s headless CMS, powered by AWS, facilitated that strategy. While content would be viewed on various channels around the world, it would now be driven from a single place. For the thousand of global content creators, Arc’s intuitive interface meant that content publishing would now be a pushbutton process.
The Result: Increased Efficiency and Communication Consistency
For Jefferies, the business case for Arc was clear: efficiency and productivity. By leveraging Arc to eliminate the usage of four individual content delivery systems into one, BP experienced a nearly 75 percent reduction in the time it took to publish content, with an almost equal reduction in new employee onboarding.
“Arc allows our comms professionals to concentrate on producing content rather than navigating multiple publishing systems,” said Geoff Morrell, Global Head of Communications & External Affairs for BP. “What’s more, its flexibility fits perfectly with our ‘write once, publish anywhere’ strategy for digital publishing.”