The Client
Insights for Professionals (IFP) are a brand of Inbox Insight. Inbox Insight are a content aggregator that amplify content globally to over 3.5 Million active IT, HR, Marketing and Business Management Professionals, for some of the world’s most successful brands. From offices in the UK and the USA, their team of digital marketing experts fuse B2B content marketing strategy, creation and content amplification with the very best demand generation techniques and technological innovations to help their clients understand and cut through the noise.
Project Scope
The main aim was to revamp Insights for Professionals' website, transitioning it from an in-house custom system to a new, user-friendly platform. The goal was to create a one-stop resource hub offering high-quality, credible information tailored for senior professionals. Key features had to include a personalised library for easy access to relevant articles, practical advice, and industry updates in IT, HR, Marketing, Finance, and Management. The new platform had to enhance the user experience by allowing customisation based on preferred sectors and topics. Additionally, it would highlight trending content among peers in similar industries and roles.
The Solution
We chose Kentico EMS MVC for its user-friendly interface, seamless third-party integration, and advanced personalisation features. The website offers a highly intuitive, easy-to-navigate, and customised experience for both members and visitors. During registration, we introduced a visually engaging method for users to select their interests. Key aspects like the Registration Process, Site Search, My Profile Area, and User Journey have been revamped to be more modern, streamlined, and interactive.
We implemented a new faceted predictive search function, utilising Kentico's built-in capabilities along with some custom enhancements. This includes an advanced search feature that allows users to filter results by industry and relevance. The search filters are integrated across all pages and blogs and can be easily managed by the site administrator.
Highlights
- Personalised Content Delivery: Tailoring content for each visitor and subscriber using their previous on-site behaviour.
- CRM Integration: Utilising Kentico’s integration bus to seamlessly connect with IFP's bespoke CRM system.
- Multilingual Support: Expanding global reach with Kentico's multilingual functionality.
- GDPR Compliance and Privacy Control: Implementing features to let users control their data and manage subscriptions and interests.
- User Engagement: Post-launch, the website has seen a marked increase in user engagement.
The Result
IFP's new website is more than just a digital facelift; it's a global engagement engine. Modern design, seamless navigation, and rock-solid security make it a joy to use for both visitors and IFP's marketing team. This GDPR-compliant powerhouse empowers IFP to connect authentically with professionals around the world, solidifying their position as a B2B content marketing leader.
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