Fortum

Fortum: Impact through effective content

Content clinics – learning new skills and data driven continuous improvement

The Content Clinic model provides a structure for rapid improvement and development of skills and content. Working together on concrete tasks and being coached by web communications and analytics experts quickly builds confidence and puts the focus on effectiveness in content production. At Fortum each business unit has an opportunity to use the clinics to take their own section of the website to the next level.

The Clinics are working meetings for content producers and people responsible for maintaining the web pages, facilitated by communications, UX and user insight experts. The focus of the Clinics is to first clarify the objectives and then find optimal ways to use the available resources to create positive results in content and business development. 

At Exove we feel that the best way to learn to build well converting page structures and customer journeys is through practice – by doing the work yourself, supported by encouraging experts. The Clinics help with adapting the new skills and methods into your daily work, and understanding the results and consequences of your activities. The best motivation for change and learning is seeing that your work matters. 

Work in the Clinics is based on a data driven process: To make progress visible, to make the right decisions and to take the right actions, analytics and user data is a central element of each Clinic. Understanding the motivations of users and identifying the points of improvement direct our efforts to where they most matter. User insight and analytics dashboards are also built as part of the process to keep track of the continuous improvement.

Concrete leaps in website effectiveness for Fortum eNext

To get the Content Clinics running at Fortum, the Clinic model was tested and adjusted to Fortum’s needs with a POC (proof of concept) project in 2019. The first business unit to take part was Fortum eNext, an unit providing expert services for thermal power plants. Fortum eNext wanted to get their transformative and future facing message across more effectively, and make the value of their products stand out to gain valuable leads and convince investors. 

Fortum eNext team had a vision for the web content, but wanted to speed up the process of making changes into reality. The Proof of Concept Clinic project received excellent feedback from participants: The four Clinic sessions ensured that the marketing team was able to take best use of the available CMS (Drupal) and analytics (Siteimprove, Google Analytics) solutions. Practical skills in using the tools to reach targets and to evaluate progress improved. Having another expert viewpoint to user journey development was helpful in making the desired impact. 

Concrete leaps forward were made with the Fortum eNext’s website content. These included a renewed front page and new About us -section, a scalable template for product pages, clear CTAs for collecting leads and a content network approach to navigating the site.

What we achieved together:

• +91% external visitors on the website over a 6 month period

• +79% pageviews over a 6 month period

• Better visibility for strategic product areas & references

• Increased interaction and engagement on the new front page

After a successful POC with Fortum eNext, the clinic model was expanded to other business units, starting with 4 units in spring 2020.

Fortum is a leading clean-energy company developing and offering solutions for customers in electricity, heating and cooling, as well as solutions to improve resource efficiency. Fortum also provides services for the power generation industry and solutions for consumers so that they can be smarter in their energy choices.