A Magazine for Humans and Machines
Salzgitter AG
Corporate publishing in the AI era: We turned Salzgitter AG’s printed corporate magazine into an online platform that boosts the visibility of industry topics and strengthens the Group’s positioning as a thought leader – for both human and artificial intelligence.
The transformation of the steel industry is a complex issue and strategically crucial for our client, Salzgitter AG. The large corporation, with 25,000 employees, is right in the middle of this shift, with decarbonization as its declared goal. To communicate the Group’s topics more effectively to customers and stakeholders in politics and business, we repositioned its corporate magazine – titled STIL and published in print for 25 years – as a digital corporate publishing format.
Working closely with Salzgitter AG’s Communications Strategy and Content team, our group of experienced editors and consultants developed the concept, refined the formats and publishing frequency, designed the responsive layout, and established distribution and reporting. This turned a classic print publication into a modern thought leadership channel that strengthens the company’s positioning on complex but socially significant industry topics.
Regular, Not Rigid
We maintain a consistent rhythm throughout the publishing process. A new article is published every week. The ph team supports ongoing editorial planning, content creation, and updates in the content management system. This keeps the magazine dynamic, allows it to react more quickly to current debates, and continuously builds visibility.
Modern Multichanneling
To increase reach among relevant B2B target groups, selected articles from the STIL online magazine are accompanied by posts on LinkedIn. This allows the team to amplify core messages directly to the Group’s professional network and actively initiate dialogue, both through Salzgitter AG’s corporate channels and via executives’ personal profiles.
Visible in AI Search
Using on-page GEO (generative engine optimization), we design the articles to appeal to both humans and AI systems. We achieve this by breaking topics down into structured units of information, a process known as content chunking. Statistics and links to authoritative sources underscore the depth of expertise in the articles. Meanwhile, a machine-readable data structure makes the content easy for crawlers to interpret. As a result, large language models tend to cite the online magazine. The owned media channel reinforces our client’s authority on industry topics, including in AI search engines.
The successful transformation of our STIL magazine was a major milestone for our external communications, opening up new avenues for us to reach our target groups in a modern and effective way. We are delighted to have ph by our side as a forward-thinking partner in this pioneering project.
