Aggreko – a global provider of power, heating, and cooling rental equipment – were facing some challenges. They’d taken baby steps into the world of content marketing. But didn’t have the in-house expertise to turn their digital channels into well-oiled lead- and sales-generating machines.

With a tradition of creating sales-focused content, it was time to move towards value-driven content funnels. To unify their marketing efforts and overhaul their content strategy. To join the dots between initial digital engagement and money in the bank. And to humanise their technical brand voice.

Through a series of in-house workshops spanning three jam-packed days, we taught Aggreko’s marketing team the ins and outs of successful content strategy. And then built theirs from the ground up.

We started with the big-picture questions. What were their goals? What was their target cost per acquisition? What were Aggreko’s strengths, weaknesses, opportunities, and threats? Then we delved into buyer personas. Differentiation. Content buckets. Formats and mediums. Influencer collaboration. SEO. Lead magnets. Drip campaigns. A content calendar. And we also built alternative ROI scenarios – from conservative to optimistic – using our very own TCC forecasting tool. 

With such a strong strategy in place, every piece of content (of which there were many) played a strategic role in the master plan. Landing pages. Blog posts. eBooks. Whitepapers. Persuader emails. Internal comms messages. Social teasers. Video scripts. The full works!

• With outstanding website copywriting
• Content strategy
• Brochure and flyer copy
• Blog posts (high monthly volume)
• eBooks and whitepapers
• Video scripts and infographics
• Internal comms, emails, and newsletters

• With a cohesive and consistent content calendar
• An increase in traffic and conversions
• Full-funnel optimisation 
• Lead generation