Project Date

Fall 2019

Business

ADI Global Distribution, a distributor of AV, security and other low-voltage products for installers and dealers

Challenge

Although ADI had been creating and distributing content through its digital channels every day, it did not have a strategy or process in place that identified when, why and how we should be creating content. When I was hired in newly created digital content position, I knew we needed to establish a strategy that would work for our existing channels and could scale as we grew our resources and goals.

Objective

Create a content strategy for ADI’s digital channels that resonated with what customers were looking for but also aligned to business goals. This included:

• Analyzing competitor content to identify gaps and opportunities for ADI’s digital channels

• Identifying content goals and themes

• Mapping content types and themes to the customer journey

• Establishing a process for content creation and distribution

Result

The strategy got buy-in from VPs and was implemented in late 2019. Since then, we’ve been able to focus on content that achieves our goals and aligns to our themes. We’ve seen success by shifting from promotional content to educational campaigns and editorial content. We’ve also created fewer but better quality content pieces that are repurposed across various channels instead of creating a one-time use asset. Our customers are now getting valuable resources for decision-making.