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Contentmk securitas fromcontenttomarketingtool_frederikvb

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Contentmk securitas fromcontenttomarketingtool_frederikvb

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

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