Before we started developing content, we determined the goal of the campaigns and created buyer personas. This way we know what we want to achieve with the content and how to engage and trigger the target audience. Based on keyword research, we identified relevant themes and topics and created a content plan with content for each stage of the customer journey. Using clear templates and input from NIBE, we develop new content for the different target audiences on a monthly basis. Think of knowledge articles for the campaign website, leaflets, infographics, social posts and content for the Google ads.

Thanks to a well-defined and well-researched process, we are able to effectively generate content that appeals to the target audiences. The right content for the right audience, at the right time. Keyword research and incorporating the keywords in the copy also ensures that we achieve good SEO results in Google. NIBE's visibility score on Google is well above that of its competitors.