Securitas is a Swedish security organization with offices in 50 countries and more than 300,000 employees.
In 2013 Securitas Nederland decided to step up its inbound marketing. They were already doing inbound marketing but noticed that there was scope for even more improvement: their content was not great; their blog was not very attractive and not many leads were being converted. To turn things around, Securitas Nederland decided to partner with Mediaforta.
In the initial phase we evaluated where the company stood at that present time. We analyzed the client DNA, their target audience and its needs, and above all the current state of their inbound marketing.
The first steps towards the content strategy meant establishing the measurable objectives and developing the buyer persona and buyer journey. Creating the buyer persona served to clearly identify Securitas’ target audience and customers. We worked out a complete content strategy for Securitas Nederland, in alignment with their objectives, existing situation and target audience.
Securitas needed well-informed content that would appeal to its target audience. Mediaforta used its network to bring together a specialized editorial team for Securitas. That dedicated team included copywriters with extensive experience in the security sector. This expertise resulted in an efficient and effective cooperation for producing the content agenda and its content, including blog posts, social media posts, whitepapers, newsletters, customer stories, infographics and webinars.
Mediaforta built a 21st-century blog. This blog forms the central platform for Securitas to showcase its expertise and generate leads.
We developed a complete e-mail strategy in consultation with Securitas. Then we constructed email templates, wrote content and sent newsletters. We constantly analyzed the outcomes.
By implementing different tools, we were able to collect a wealth of data, on an ongoing basis. We regularly analysed this data and used this to adapt our strategy further.
Securitas Nederland evolved from a digitally invisible player to a digital thought leader, creating many leads fed by technology, data and relevant content.