Do you create content specifically for your target audience? The most effective B2B marketing is targeted and precise, but not too technical or complex that it obfuscates meaning. The best content solves a problem or fills an information gap for its customers where no other brand does. Here’s one example of how Bohlsen Group helped create an award-winning custom content campaign to attract and retain new customers for a niche company.
Each industry speaks its own language, and logistics is no exception. MD Logistics is a third-party logistics provider located in Plainfield, Ind., that offers customized supply-chain solutions to retail, life sciences and pharmaceutical companies all across the globe.
MD Logistics’ website is an important component of its overall marketing strategy to generate leads and sales within a very niche target audience. MD Logistics retained Bohlsen Group to create custom website content that would boost web traffic and develop brand equity with potential clients by demonstrating its expert knowledge. Bohlsen Group’s challenge lay in quickly immersing itself in this often dry and technical logistics industry to be able to write stimulating, authoritative web content.
In researching the logistics industry, Bohlsen Group identified that white papers were an excellent medium to demonstrate MD Logistics’ customized solutions to current and prospective customers. We identified mobile and electronic commerce, two trends currently revolutionizing the supply chain industry, as one relevant white paper topic.
Bohlsen Group conducted extensive industry research throughout the planning phase, with the goal of both identifying how mobile and electronic commerce are changing the consumer shopping experience and how that affects the retail supply chain. In addition to scouring external resources, Bohlsen Group conducted a series of extensive interviews with MD Logistics executive management in order to gather anecdotal and experiential insight on how MD Logistics is adjusting internal processes to this trend.
Bohlsen Group crafted a white paper that merged leading research, industry insights and MD Logistics’ expertise into an easily digestible treatise on these emerging consumer trends. The final result addressed the following objectives:
- Educated readers on how mobile and electronic use are revolutionizing the supply chain downstream from point-of-purchase
- Demonstrated a thorough knowledge of e-commerce and m-commerce ordering, fulfillment and shipping models
- Focused on the importance of turnkey solutions, a specialty of midsize 3PLs like MD Logistics, in adapting to these trends
- Boosted awareness of MD Logistics’ mobile and electronic commerce service lines in order to drive leads in its retail vertical
After completion, MD Logistics posted the white paper, “How e-Commerce and m-Commerce affect your supply chain” to its website and social media network. The white paper succeeded in driving new web traffic, with 94% of the white paper’s viewers entering the website through the page. The white paper achieved page views almost four times higher than previous ones and performed strongly in the average time spent on the page, with readers spending more than nine minutes viewing the white paper.
To view more award-winning PRSA Pinnacle campaigns by Bohlsen Group, click here.