- Communication plan development
Elsevier is a global information analytics company that helps institutions and professionals progress science, advance healthcare and improve performance.
Elsevier Connect, a website containing stories for the research and health communities, launched in 2011. At that time, I edited several existing online researcher newsletters — Editors’ Update, Authors’ Update and Reviewers’ Update. These newsletters were not linked in any way to Elsevier Connect, or even to each other. As a result, we faced the following challenges:
- Search engines don’t like duplicate content. Each time a new initiative was launched, separate articles were required for each channel.
- We were approaching the same audiences, creating information overload for our readers.
- We had no efficient way to track article views across platforms to gauge which content was performing well.
I proposed that Elsevier Connect become a central communication hub, collating content from the company’s various blogs. This new site was recently launched, offering a number of advantages:
- New initiative launches now require only one article that can be shared between the channels. The result is a significant reduction in workload.
- Readers can find all stories in one location and filter on content by channel or subject.
- There is now one set of analytics, helping Elsevier understand which topics resonate most and merit further coverage.