Nykredit is Denmark’s largest mortgage lender and the fourth-largest bank, serving over one million customers. The establishment of a new content hub ensures consistent messaging across all financial group channels.
Nykredit’s strategic focus is on developing holistic customer solutions, where digitalization plays a key role.
By leveraging digital solutions, Nykredit aims to streamline processes and create cohesive customer experiences. This vision is driven by an omni-channel mindset, requiring personalized communication and relevant messaging.
To support this, Nykredit needed a content marketing strategy with a centralized content base, enabling seamless distribution across channels. The goal was to collect, format, and deliver content faster, ensuring messages reach customers before they become outdated.
Nykredit defined three key KPIs for the content platform to measure its impact on business value:
The content hub is delivered on Optimizely Content Cloud, and serves as the central foundation of Nykredit's digital ambitions and strategy. The concept of a content hub is that content is produced and maintained in only one place on the shared platform, from where it is distributed to the various channels — websites, newsletters, social channels, and more — where it lives in the context in which customers are present.
The solution has been built through a new design framework, and reusable templates ensure agility across websites and applications.
The focus in implementing a content hub has largely been on ensuring usability, so that the editorial process – from creation to publication of content — is efficient for the many hundreds of editors using the solution. The benefits of ensuring agility and time to market are notable.
With the solution, Nykredit has built a foundation for an omnichannel experience in the wealth management area, allowing them to easily and efficiently reach both existing and new customers with relevant content in the channels where customers currently are.
Beyond content distribution, Nykredit has also gained better capability –based on collected behavioral data – to target content across channels. This provides a far more coherent experience of Nykredit, regardless of which channel the customer visits.
The initial phase focused on technical analysis and mapping existing processes, carried out in close collaboration with Nykredit’s technical and commercial teams.
In the second phase, the Content Hub was developed and implemented. It serves as Nykredit’s foundation, ensuring a unified design and experience across all channels, while enabling a more coordinated and efficient content production and distribution process.
This has significantly reduced the time-to-market for new content, allowing for faster publishing across both owned platforms and external channels.
In the final phase, the CMS platform was upgraded to Optimizely 12, allowing both developers and content editors to work more efficiently.
The Content Hub is designed with high flexibility, allowing for the reuse of design elements, templates, taxonomies, and content across multiple channels.
Its user-friendly interface enables more editors to independently create and publish content, streamlining workflows and improving overall efficiency and satisfaction.
The solution has also strengthened SEO and Google visibility. Results show a significant increase in organic traffic to Nykredit’s platforms and a notable rise in newsletter sign-ups.
This indicates that Nykredit is now more effective at delivering relevant, high-converting messages. At the same time, they have successfully shifted from paid media to owned media by distributing targeted content marketing.
Immeo combines strong business understanding with technical expertise. They drive projects forward efficiently and ensure smooth execution.
Our partnership with Nykredit has been a true collaboration, where we provided expert guidance in both delivery and Azure-based technologies.
Nykredit continues to develop new concepts and services within the Content Hub, ensuring a solid foundation for digital transformation.
Our collaboration was characterized by in-depth analysis and productive dialogue, which played a crucial role in achieving strong results.
