Tell Us About It: How Telus Adopted Contentful to Transform its Content

Telus Communications is the fastest-growing telecoms company in Canada. Its annual revenue reaches $12.3 billion and covers 13.9 million customers – which includes millions of wireless subscribers, wireline network access lines, high-speed internet subscribers, and just under a million TV customers.

That’s a lot of data to deal with and a lot of customers to communicate with; and that’s a lot of potential.

Telus sells a range of products and services from wireless and internet to voice, video, and entertainment. It is also the country’s largest healthcare IT provider.

Their digital products and services span from websites and apps to APIs and design systems, with their business areas covering B2B, health, home security and of course TV, internet, and mobile.

But to get the most out of its potential to connect more meaningfully with its customers, it needed a more robust and complex content management system to transform its content operations, to deal with some of the more difficult necessities, such as:

• The ability to simplify and unify the systems and processes that are within the content management system.
• The capabilities of scalable infrastructure so that it can support its growing content and product portfolio.
• To have the agility and speed for a cross-functional as well as cross-geographical digital team.

The digital team over at Telus – who once had to navigate their way through not 1 nor 2 CMSs but 7 to build digital products across 30 different areas – has now been creating enhanced experiences in an ever-growing ecosystem since they moved their content management system to Contentful. 

So instead of dealing with a network of silos and mountains of duplicated content – plus an equal dose of frustration, Telus can now create and manage content with less friction and in quicker time.

At Telus, there are 500 workers who use Contentful; 255,000 content entries; and 20 million API calls per month. With Contentful, the team can deliver content through APIs that are flexible, which can then let their workers unite all content management systems in a single hub.

Their developers have been using Contentful to architect content models that are apt for easy reference and reuse across all of its business departments. This way, Telus could grab hold of its data and make better use of it to elevate its user experience across its digital products.

In particular, Telus can now build more personalized aspects into their content and allow them to run more integrated marketing campaigns and at a faster pace. 

Through the adoption of Contentful, Telus can look back and take check of the results, of which included:

• A 30% increase in its page speed thanks to the content infrastructure and content delivery network.
• A 14% boost in its conversions due to its integration of personalization.
• Is now 4x faster to market thanks to more streamlined content operations through aspects like reusable content.

The agile approach to content delivery that Contentful encompasses equals a suppressed amount of time it takes for products to reach the market. 

How fast you may ask? When Apple launched the iPhone X, Telus was the only company to offer the phone in Canada for the first 15 minutes of its release, due to the enhanced architecture built into Contentful.

PS: ArganoUV is one of the world’s leading Contentful experts. Contact us to see how we can work together.