Innovation blog—from “innovation” to “corporate” blog 2 minutes spent reading

Innovation blog—from “innovation” to “corporate” blog

Stephanie Bauer
As a voestalpine Digital Native right from the start, Stephanie Bauer is responsible for the Corporate Online & Social Media Strategy in her role as Managing Editor for topic management in the newsroom.

The innovation blog was launched on October 1, 2009, at the Synergy Platform 2009 research conference. Many years and advances later it became the corporate blog which, together with the corporate website, is the most important content hub for online and social media activities at the voestalpine Group.

As innovation was a key part of corporate strategy in 2009, and at that time, as now, a core element in the voestalpine brand, it quickly developed from a communication focus into a new platform. There was no suitable space for its content—covering research and development, pioneering technologies and innovation, etc.—on the corporate website. The corporate website was targeted at investors, stakeholders, media, experts, job seekers, and the general public. Consequently, there was significant demand for a separate platform in order to examine topics including innovation, the environment, and mobility. This new microsite made it possible to approach and enter into dialog with further target groups.

"“While incorporating external perspectives and the greatest possible level of interaction with all interested users, we wanted to examine the key megatrends, present the latest voestalpine developments, and invite visitors to join us in discovering the exciting world of innovation."
ZitatAndrea Zajicek, Online & social media manager until 2013

Corporate blog as a content hub

In the early days the innovation blog focused mainly on topics related to research and development. However, as innovation became a communication focus, the topics grew broader. Its restructuring to create the corporate blog was a key step towards further enhancing corporate communications. Since 2012, each year around 320 posts on the topics of innovation, mobility, energy, career, and involvement are published on the blog. A majority of the articles are still produced in-house by the online team at the Group Communications department.

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Stephanie Bauer