DHL Discover - Content Marketing
Insightful and Industry-relevant Content for Businesses
The Challenge
DHL, a leading logistics service provider, sought to engage and provide resourceful content via its SME Platform - DHL Discover - to its target audience who are mostly individuals running businesses with a need for DHL’s logistics services, both locally and for international order fulfillment. And, in a bid to expand its client base into other countries in Africa, there was a need to develop and deploy relevant and useful content to both educate and generate leads.
Our Solution
To achieve these goals, we developed a content marketing strategy that guided the development of insightful and useful articles relevant to the needs, industry and business peculiarities of business owners with both a local scope of operation and international reach. We also got to manage deployment on the DHL Discover Website for South Africa, Kenya, and Nigeria. Key elements of our strategy included:
In-depth Research
On a week-on-week basis, we conducted extensive research across 7 key industries, diving deep into specific local business challenges, sector insights, keyword and search query performance.
Strategy and Content Development
Upon insights gotten from the research, topics were generated and an editorial plan was formulated to drive content development specific to target audience needs, unique local challenges and insights, and best performing keywords and queries
Publishing, SEO and Management of CMS
Developed content were deployed and managed on the SME platform - DHL Discover - via a CRM platform. In the course of deploying and managing the developed content, we organically optimized the content for better ranking and for relevance.
Tracking and Analytics
We implemented robust tracking and analytics tools to monitor content performance and optimize our strategies.
The Result
Within a 10 months period, in the course of developing, deploying, optimizing and managing content for DHL Discover we have achieved significant results organically
80,491
Website traffic
300+
Articles published
2000+
Business accounts opened
2,562,000
Impressions
Insights
By strategically deploying insightful, industry-relevant, and locally-informed, useful content, combined with in-depth research strategic planning, and execution, we were able to successfully generate leads, and drive customer acquisition.
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