Rio Tinto content strategy

Putting sustainable innovation at the heart of the business.

Rio Tinto supply the metals and minerals that help the world to grow. Their major products are aluminium, copper, diamonds, gold, industrial minerals (borates, titanium dioxide and salt), iron ore, and uranium. They have 47,000 people working in around 35 countries across six continents and are strongly represented in Australia and North America, and also have significant businesses in Asia, Europe, Africa and South America.

Challenge

Rio Tinto is a global leader in mining and metals and the developer of some of the world’s largest high-quality mines and operations. This involves working closely with the communities in which it operates.

Following the presentation of our digital benchmark research on the mining sector, Rio Tinto asked us to develop the content and structure of the ‘Our commitment’ section on their corporate website.

The company had recently launched a new purpose ‘pioneering progress’ and a brand story that put innovation at the heart of the business. We had to reflect this in the way we talked about their sustainability approach and impact.

Action

The first step was a workshop to identify the most compelling story themes, looking at existing content and discussing which linked best to Rio Tinto’s Sustainable Development Goals.

With the new story as a platform, we helped to redefine the structure of the section and make the focus sharper. Within the existing content, we provided an overview of what was working, what was missing and what needed to be updated for each new page.

From there, we drew on the existing Sustainable Development report, ‘Spotlight’ stories and interviews with key business stakeholders to complete the information and rewrite the content within the new structure, using proof points for each page.

Impact

The new ‘Our commitment’ section tells a powerful and important story about how Rio Tinto manages its impact sustainably. The new structure simplifies and focuses the content and highlights the innovations, partnerships and approach that are the evidence of ‘pioneering progress’.

The first 12 days of March in 2018 saw a 51% increase in page views to the ‘Our Commitment’ section from the same period in 2017. This may in part be due to a general increase in traffic to the overall site by 24%. There has been a 76% increase to the page for the newly launched Sustainability report since 1st March.

Services & contact

  • Strategy
  • Audience insights

People

Clare Bennett

Director of digital

clare@gather.london
+44 (0)20 7610 6140