There is a difference between the channels, both which target groups you meet and which tools you can use. Therefore, it is important to create content aimed at selected target groups that are published in channels in which they are present.

In most cases, we will lead the reader into our content universe. It can be to click on a video or click on a link that takes you to BI.no. We will always strive for high quality content, both in terms of text and visual expressions. BI's tone of voice varies across the different channels, from formal to young and inclusive, depending on both the content and channel of choice.

We have many followers and readers in our channels. A main principle is that the content should be interesting to a broad target group. If necessary, we may in some cases adapt the content to different segments within the main pillars. When we create content on social media, we have an editorial mindset with engaging, short, and precise texts.

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