Intertek : Masking its intentions

Good content exposure is made hard to find.

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The feature

Intertek, UK-based product and systems safety and quality services provider, makes content that is set out to be more discoverable harder to spot.

Intertek introduces its Press & Media section as a service for customers and investors as well as journalists. Within the section its Media Resources Centre provides archives of case studies, articles and white papers that can be searched from a single Quick Search tool. The tool has four dropdown filter menus, the first of which, ‘media type’, is ready set according to the area from where the tool is reached – Case Studies, White Papers, Articles. The remaining filters allow refinement of the search by industries (14). regions (3) and years.

A similar tool is provided in the separate Press Releases sub-section but with the top filter covering industry/latest news, corporate news and events.

The takeaway

Intertek has done much at the business end of its Press & Media search tool that is exemplary, and reinforces its wish to make content accessible to a range of audiences and not journalists alone. Most notably, the multiple filters allow searches across the spectrum of industries where its customers operate as well as by ‘type’ (so including ‘thought ‘leadership’ content in addition to news and announcements). Much of this is obscured, however, so that the impact is diluted, at best.

The fundamental problem is with naming: Press & Media seems unequivocally exclusive – for journalists only – as does its internal Media Resources Centre. While the latter allows conventional press-focused content to be separated off, in Press Releases, its title does nothing to suggest that the content is thus intended for the wider audience of customers and investors (or anyone else with a general interest in the company). Many will simply not get as far as the introductory text that makes the scope of the feature clear. For maximum visibility and engagement the ‘media type’ archive should be given its own identity and location, along with a more explicit title such as ‘insights’, ‘topics’ or ‘library’.
First published 19 November, 2013
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