ATLANTA: Cox Communications has launched a corporate newsroom called Converge that shares content ranging from lighthearted topics to societal issues.
After two years of development, the portal soft-launched in August and made its official debut this week.
Converge was a joint effort by the PR, digital marketing, social media, and brand teams. Shana Keith, director of PR at Cox, said the impetus for the project was the growing demand for content.
"Part of the strategy of content advertising is to create a destination for people to go to, so when they click on an ad, they’re taken to a new brand experience," Keith said. "Before, they would click and go to a newsroom that was PR-centric, which wasn’t the experience we wanted."
"We have proof that content put into advertising as part of the customer journey, that’s helping us bring in new prospects," Keith said, adding that the content builds trust in the brand.
Cox has also planned a second stage of its Converge strategy: testing content through surveys and focus groups.
Gaston Vaneri, SVP of brand strategy; Leigh Woisard, SVP of corporate public affairs; and Keith are overseeing Converge. Keith oversees the day-to-day management alongside Roger Jones from its brand content and social media marketing team.
Two staffers work on the portal: a public affairs employee who publishes and creates content and a PR staffer who focuses on strategy.
Contently is contributing written content, while an internal team develops video. Cox also partnered with Spark Foundry on the site.