Our local content strategy is based on creating meaningful content that adds value to our local customers around our thought leaders’ expertise resulting in new business opportunities & recruits. Accenture-insights.nl is a content hub that reinforces Accenture’s next gen website. On this platform we feature: - Insightful content demonstrating thought leadership of our Dutch Experts (authors, thought leaders & recruiters) about their expertise, the impact they’ve made, and service offerings relevant for the local market. - Content that has originally been published on external platforms (earned media) about our people, brand, or our added value as a business partner. - Content which has been published on https://www.accenture.com/nl-en enriched by a local context to make it more relevant and impactful for our market & clients. - Blogs about career advise given by recruiters, first impressions, and career development by new hires. - Articles about local business -, and recruitment events.

1. A platform that holds meaningful content that adds value
to our local customers around our thought leaders’
expertise resulting in new business opportunities &
recruits
Accenture Insights

2. WHY ACCENTURE
INSIGHTS
VERY OLD WEBSITE OUTDATED CONTENT
PEOPLE
CUSTOMER JOURNEY
INSIGHTS
STRATEGIC CONTENT
MARKETING
Not designed for mobile devices, not optimized for todays
search engines and security needs
Outdated technique and design No customer
relevance
Proactive content
creation
People to People
instead of b2b or
b2c thinking
> 90% of the
touchpoints with a
brand are online

3. RELEVANCE AFTER EVERY
CLICK
• Evergreens
• Content that moves
to act
• Don’t tell but show
CLAIM THOUGHT
LEADERSHIP
High quality content,
produced by our
experts, that aims to
solve a clients
problem
CONVERSION DRIVEN
Content is connected
to:
• Thought leader
• Vacancy
• Recruiter
• Event
HOW DO WE ADDRESS THESE
TRENDS?

4. HOW DOES THIS
WORK?

5. HOW DOES THIS
WORK?
Optimized high quality content SEO
Relevance: articles are connected to
vacancies, which are connected to our
people, which are connected to events,
creating an infinite loop based on an
algorithm
UX design that stimulates interaction with Our
People

6. ATTRAC
T
Optimized high quality content
SEO

7. ATTRAC
T
A small number of keywords get searched for a lot. A lot of keywords get searched for a little. In many cases, the
long tail of “natural language” searches can, in aggregate, be larger than the total volume of short keyword phrase
searches. The are also less competitive (and therefore easier to rank for), and more relevant (and therefore more
likely to concert).
The “Long Tail” of
SEO
Short Keyword
Phrases
“digital
transformation”
Mid-length Keyword Phrases
“digital transformation steps”
Natural Language Phrases
“How to start with digital transformation?”

8. ENGAG
E
Relevance: articles are connected to vacancies, which are connected to
our people, which are connected to events, creating an infinite loop
based on an algorithm

9. CONVE
RT
UX design that stimulates interaction with Our
People

10. Accenture Insights
For more information about Accenture Insights contact:
Lennart Sloof
lennart.sloof@accenture.com
Visit www.accenture-insights.nl