In today’s fast-moving, highly-connected world it’s more important than ever for companies and organisations to ensure that all their messaging is consistent – whether it comes from media, social media or from their own website and marketing materials.
A strategic, thought-through approach to communications is vital. For international pump sales and rental specialist Selwood, this meant taking an end-to-end approach to their content campaign, that is reaping huge benefits.
A strong foundation
Polymedia’s work with Selwood began with a thorough review of its positioning which quickly identified that its existing website did not reflect the company’s position as a global leader. At the heart of the content campaign were the big questions – who are their key audiences, what are their possible reasons for visiting the site, and what should the user journey be?
Developing the brand
Messaging, tone and branding were carefully considered in the process of developing the new site’s content, with a focus on key attributes such as product quality, reputation and customer service. Case studies were carefully chosen and written to demonstrate the company’s expertise and provide more vital keywords relating to their business.
The result was a modern, responsive, truly multi-national website that quickly guides users to where they need to go.
Getting the message out – a content strategy
With the first phase complete, the next step was to implement a fully-integrated and strategic content campaign.
Content – including company news, information about trade shows, staff appointments, newsletters and case studies – is regularly produced by Polymedia, working closely with Selwood’s teams according to their priorities and business needs.
This content is used in many different ways – always hosted on the Selwood website and from there adapted for use in media, tweets and LinkedIn posts, company literature and in the water industry specialist press.
The power of social media
Social media is used to powerful effect – in one memorable example, posts developed for use on LinkedIn by Selwood staff attending an international trade show led hundreds of new visitors back to www.selwood.co.uk
Selwood’s website and brand now has a truly modern feel with customers and potential customers at home and abroad receiving consistent positive messages about the company and everything it stands for, thanks to our content campaign.