contentmk securitas fromcontenttomarketingtool_frederikvb
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Content Marketing
Frederik Van BeverMarketing Director at Securitas
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Braine l’Alleud, 25th October 2012
From content to marketing toolE-magazine Security Matters
Frederik Van Bever
Marketing Director Securitas
Anno 2011
Print magazine 12 pages 4x/year1600 copies
• is our magazine read ?
• how can we cut costs ?
• can we communicate in a more innovative way ?
Anno 2011
Solution?
Anno 2012
E-magazine
• tracking and statistics
• no printing and postal costs
• dynamic, user-friendly, ecological
Some figures
Statistics
• Opening rate (via newsletter) = +/- 35%
• Average time = 6 min (#1)-> 7 min 21 (#2)
• 11.68 pages/visit (# 2 = only 7 pages!)
Cost-effectiveness
Cost evolution
* - 28%
*
Feedback
9
Feedback from customers
• Nice, innovative format
• No content overflow
Return on consumer knowledge
• View on interesting articles
• Lead generation
• View on interested customers
Evolution
Statistics =
• Better content
• Larger diffusion
• More sales
• Innovation
Contact
Frederik Van BeverMarketing Director Securitas
Security Matters is produced by: