SCOM Employer
"The magazine must become the strongest channel in the internal ecosystem"
Carsten Rossi // Content expert
As Managing Director of Kammann Rossi GmbH and an expert in content marketing, Carsten Rossi advises large and medium-sized companies on their path to content excellence. His current key accounts include Canada Life, Continental, Deutsche Bahn and Fiducia & GAD.
For our interview series, we spoke to Carsten Rossi about the challenges of employer content, how the target group "employees" can be addressed precisely and why he relies on Scompler when selecting technology.
Why are magazines and content hubs becoming increasingly important for internal communication?
We need orientation. We need fixed points. In a communication landscape characterized by ever more decentralized channels, we need the one "true source", the "single point of truth". Magazines and content hubs can fulfill this function. They become a beacon.
What do you think are the biggest challenges?
The biggest challenge is to generate attention and ensure loyalty for the magazine or hub. This requires a strong content brand that stays in people's minds and whose offerings are perceived voluntarily and proactively without the need for too much promotion. This is only possible if you think and act long-term and sustainably. The magazine must become the strongest channel in the internal ecosystem.
What role does content play in this?
Content really is king here. It needs format diversity, variation, dramaturgy and innovation. Digital hubs in particular need to be as good as the competition from beyond the firewall.
What role does strategy play in this?
The strategy ensures that the solitary "magazine" or "content hub" is integrated into the overarching communication goals and does not become l'art pour l'art. A magazine has its own rules - but the strategy sets the playing field.
How does Kammann Rossi support this process?
We are magazine specialists with a strategic approach. When we plan a magazine with the help of Scompler , we start from the ground up: We develop the strategy, map it out - and then incorporate it into the magazine or hub concept with every article and every briefing.
"We have more and more media. And we have employees who are often distracted when working from home.", Carsten Rossi // Image credit: Alexander Borisenko - stock.adobe.com
And you use Scompler to map the strategy?
Scompler is our operating system for magazine production. Everything happens there: from defining the framework conditions, i.e. the strategy, to the production of the content - right through to playout on all channels. Only in print production are there still media breaks here and there - depending on the editorial system used.
Why is this important nowadays?
In a VUCA world with numerous economic and political challenges for companies, employee trust is the most important asset. A strong media brand with high standards can help to promote this trust in the long term. As already mentioned, it can be a beacon.
Many thanks to Carsten Rossi for the interview!
