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.
Content marketing strategy
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.
Well-informed and relevant content
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.