Monsanto (now owned by Bayer AG) is a Fortune 500 company operating in 66 different countries with a workforce of over 22,000 people. In the past twenty years, no other company has brought more seed technology and innovation to modern agriculture. Clearly, a brand demonstrating such strong industry leadership deserves an online experience to match.
Monsanto.com serves a unique cross-section of audiences.
Visitors to Monsanto.com comprise of a wide range of people—farmers, shareholders, journalists, consumers and prospective employees. Within each of these groups are differing desires and intended uses for the site. And of course, like any modern website, Monsanto.com also needed to work across various browsers, devices, translate into dozens of languages, and house many forms of content. With all this in mind, the design and navigation of the new Monsanto.com required considerable strategy and thought.
Creating a Pathway For Every User
The image-rich design allows Monsanto to prominently feature their products, initiatives and people in a more engaging manner. Imagery is brought to the forefront, allowing users to be guided into whichever section they intend to explore. Pages related to news releases, product information, shareholder news, and job openings can now be accessed in just a click.
Strengthening Brand Voice
Large corporations can often come across as distant and impersonal. To counter this perception, we wanted an approachable and unmistakably human voice for Monsanto.com. With every message on the site, visitors are met with both a knowledgeable and approachable tone. Monsanto’s leading technology and innovation are still prominently featured, but with a spirit of humility, authenticity and transparency.
Migrating Legacy Content
With a mandate to consolidate content across several legacy websites, we began by auditing over 2,000 pages of content. Based on performance metrics and qualitative guidelines, our team of digital strategists refined the site down to approximately 550 pages of the most relevant and useful content. Pages that met these criteria were then updated reflecting SEO best practices, the new URL structure and site design.
Publishing with Ease
Supported by a new content deployment tool, publishers were given the ability to privately share, create and edit posts without publishing to the live site. When content is ready for production, users simply publish within the CMS, which automatically migrates the content to the live site.
Additionally, individual templates and modules were created to avoid building each new page from scratch. Now, someone with limited training in Wordpress and no knowledge of coding can begin publishing to Monsanto.com in less than a day.
Automating Press Releases
The traditional model of disseminating news releases involves submitting to Business Wire, turning that release into a post on the company website and sending out an email to subscribers notifying them of said release.
Using an integrated API, much of this process is automated for Monsanto. A piece of software we integrated with the site monitors Business Wire for Monsanto related releases. When a relevant news release is discovered, a new post under the “News” section is automatically created and published. On top of this, a curated list of email subscribers is notified based on specific interests. For example, if someone is subscribed to the shareholder newsfeed, they will only be alerted when quarterly earnings are announced.
To see more, visit Monsanto.com