International content strategy, content creation and lead creation for PVI
PVI was looking for a digital lead creation partner, on a European level. The focus markets were Germany and France. Another ambition was staying top of mind with existing customers.
The action plan
After a thorough analysis of the company’s services we developed the buyer persona and the buyer journey. That made it clear to everyone in the company who was the target audience and how we wanted to communicate with them.
The buyer journey gave us a clear image of what the target audience would be expecting at each touchpoint. Using specific objectives, we worked out an international content marketing plan and identified the actions required to achieve those objectives.
PVI’s compact newspaper
One of the objectives of PVI was to return the company to top of mind with their existing customers. To achieve this, we produced a quarterly newspaper that was sent to every PVI customer. The compact newspaper featured PVI’s innovations as well as the individuals behind the company. This gave a human-interest angle to PVI’s news.
We planned out a content agenda and installed a team of technical copywriters who produced brilliant content in three languages for the B2B target audience (engineers, company owners, etc.).
To promote the content further, Mediaforta developed a newsletter template. That way the content could be easily distributed to all of PVI’s customers.
Thanks to Mediaforta’s focussed strategy, PVI is once again top of mind with its existing customers. The combination of newspaper coverage?, a blog in three languages and a well-structured newsletter proved to be a hit. It’s how the organisation consistently remains on the radar with their target group.