Corporate website, careers portal, and internationalization for GEZE

Through a worldwide sales and service network, GEZE offers its international customers reliable technical support and excellent service on site. To give the 32 subsidiaries in different countries a modern web presence with all the features of the new corporate website, the structure and design of the new website were also rolled out internationally. This gives the subsidiaries a strong digital sales tool. Through effective product staging, the international websites act as a brand showcase into local markets and serve customers on site with digital services in their own local languages.

The challenge of the international rollout was to set up the website and information architecture so that global content such as product information or references would be available for all sites in future. At the same time, individual content, keyword localisation, should be possible. For this, a central content pool was created in the TYPO3 editorial system (CMS), which was translated into all 23 languages. All global content is maintained there once and rolled out to the various countries via page references. If a piece of global content changes, it only needs to be maintained in one place to be displayed on 26 websites. Localised content, on the other hand, can be created independently by editors on site. A simple role and rights system allows local editors to see and edit only the areas relevant to them. The marketing department in Leonberg approves the local content and creates all the global content.

​Translation handling in particular was a central challenge of the project. To translate the content into 23 languages, pages were exported as XML files via TYPO3's l10nmgr plugin. The files, translated by an agency, were then imported back into TYPO3 and finalised by editors with just a few clicks. Product information, on the other hand, was translated centrally in the product information management system (PIM) and published to the website via an interface.​
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The result is a modern digital media landscape that presents the GEZE brand consistently worldwide, taking regional specifics into account alongside centralised content from headquarters in Leonberg.

Like many of our B2B customers, GEZE also faces the challenge of making complex products and solutions tangible from the target groups' perspective and explaining them thoroughly. The Discover section we developed offers a lively editorial entry point into the GEZE world for this purpose. Here users get background information on the brand, on new products and important events, in varied journalistic formats. The employees who make up GEZE also have their say here. Detailed references illustrate that GEZE is involved in numerous projects worldwide: from the ambitious hotel complex in Dubai, to elegant retail spaces in Milan, to the trailblazing clinic project in Oxford. GEZE also positions itself as an expert on key industry trends and solutions with an ambitious topic pool. And of course all the "Discover articles" link users to further product and service pages or to information about the company.

For the new careers portal we sharpened the GEZE employer brand in a series of workshops, defined the target groups, analysed candidate journeys, formulated employer value propositions, worked out tonalities and much more. Building on this solid foundation, our Berlin and Munich content teams then jointly developed all the content. This includes, alongside information about GEZE as an employer, the target group entry points or the application process, also the blog "What's happening with us". Here we showcase the working world and the people at GEZE in varied formats, giving emotional and authentic insights into the family business from Leonberg. Equally important: the corporate and careers websites are strategically networked with each other. This creates an optimal user experience for prospects and applicants.

Since the start of the operational phase, we've been supporting GEZE in implementing and further developing their content strategy. We provide the customer's communications department with reports, features, interviews, technical articles or white papers on a wide range of topics. We also develop tailored content for GEZE's marketing automation tool. From simple newsletters to multi-stage invitation mailings for trade fairs or training sessions, right through to highly complex lead-nurturing and gated-content campaigns – we deliver measurable, personalised content for a wide range of target audiences. We also take part in the weekly editorial conference. Here, GEZE and the partners involved plan upcoming topics using an editorial plan we helped develop. This is how goal-oriented content marketing is created.