Content strategy and production for Distrelec
The client
Headquartered in Switzerland but operating Europe-wide, Distrelec is a leading electronics distributor specialising in robotics. They partner with select manufacturers, providing a marketplace to sell electronic components, primarily for industrial automation applications like smart warehouses. After opening a Manchester hub for their product and marketing teams, they wanted to increase market share against large, established competitors.
The project
Based on our track record of creating high-quality content for a B2B electronic and mechanical engineering audience, Distrelec came to us with quite a broad challenge. They needed help with brand positioning, establishing themselves as thought leaders, providing resources for customers, and improving visibility in organic search results.
We started by working with the wider Distrelec team to create and implement a content strategy, which involved launching two distinct content hubs and creating expert content for both. The content was designed to position the brand as an authority in their industry, underpin the organic SEO strategy, and support every step of the customer journey.
The hubs started life as “Current” (high-level thought leadership content) and “KnowHow” (mid-funnel customer content), but once established, were merged into one.
The work
We’re passionate about involving our clients every step of the way, so we started by engaging with the Distrelec marketing and product teams. Working particularly closely with the SEO, paid media, email marketing, and brand teams, we established a collaborative approach that would allow us to reach the best possible result.
Once content hubs were launched, we set up a collaborative editorial calendar for total transparency across all departments. Regular quality blog and social content was the foundation of our strategy, but we also produced video content, including two films produced after interviewing subject matter experts in robotics from Ocado engineering.
“It’s been really great working with Citra Content. They’ve helped us develop two new content platforms underpinning our brand and SEO strategies.”
Emma Hoten, Head of Marketing, Distrelec
The outcome
Having an extensive bank of expert content that catered for two core audiences boosted Distrelec’s online reputation significantly. Both content hubs attracted high levels of traffic driven from social media and organic search, leading to increased enquiries and potential customer leads.
The client was more than satisfied with the results, with positive feedback coming from the management team, marketing team, and product team - as well as plenty of Distrelec’s suppliers. Distrelec teams commented specifically on the quality of the content, in particular how it supported their brand strategy and positioned them as thought leaders in the industry.
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