Marketing support

Installers and consumers run hot for content

The challenge

Heat pumps are hot in the Netherlands these days. In homeland Sweden, for NIBE, they have been since 1980. Thanks to smart and powerful heat pumps, no gas is needed to heat homes even in the often harsh Scandinavian winters. Now that we are also making this move in the Netherlands and want to get rid of natural gas en masse, demand here is also growing explosively.
Whereas traditional central heating suppliers such as Vaillant, Remeha and Bosch-Nefit rely primarily on their reputation built up with gas-fired boilers, NIBE relies on its experience and quality as a specialist. With success, if we measure it by the enthusiasm of installers and consumers. Not to mention keyword rankings in Google.

Words

In that success story, we can give ourselves some credit, with content being the key word. People ask a variety of questions about heat pumps via Google. Sometimes phrased as a flawless question, but more often as a seemingly random collection of words.

Centagon answers both types of questions on behalf of NIBE with simple and clear spot-on answers. That's the work of some very talented specialists who have a curiously split talent. First, they master NIBE's subject matter and jargon. Then they combine that with insights and a sense for the "question-behind-the-question.

Proof of the pudding

The result, for example, is a blog, that fits perfectly with Google's complex and ever-changing regulations and algorithms. The proof of the pudding is that since the cooperation between NIBE and Centagon began in 2018, the ambitious targets of qualified leads have been amply met every year in a row. No magic, but performance marketing at its best.

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