CASE STUDY
Documenting a content strategy for B2B
Project Date: 2019
Company: ADI Global Distribution, a distributor of AV, security and networking 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.
Solution
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
Results
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.
