Werkspot developed a content hub last year: information about jobs to attract consumers to the site. They are then given the opportunity to request quotes from DIY companies. "The orders are coming in," says content marketer Ilona Albers of Werkspot. A great B2C content marketing case!
Setting up a content hub is a lot of work. With which arguments did you convince the internal organization to invest in a content hub?
“The internal organization had already placed the position in Google and SEO high on the priority list. We didn't have a top position, so we wanted to improve this quickly, with a growth hacking approach. The fact that we also increased the customer journey and thus the conversion was an additional advantage. Optimizing the customer journey is later on the roadmap for us, as we are currently growing strongly in the number of assignments on the consumer side. ”
How did you map the customer journey?
“At the start, we divided the customer journey into three phases: inspiration phase, orientation phase and purchasing phase. Workspot only focuses on the orientation and purchasing phase, since the inspiration phase is outside our domain. Quantitative and qualitative research has been done to map out the customer journey. Quantitatively through search analyzes and qualitatively by looking over the shoulder of our potential users. ”
What were the 'lessons learned' when setting up the content hub? What would you do differently next time and why?
“The next time we think it would be better to first set up a framework for the content, set it up online and then enter the texts directly online. Now we did this in advance in a Word file. Then a lot changes when it is placed in the online pages, in particular how pages link back and the like again. ”
From content to conversion. Which tools do you use for this?
"We measure everything with Google Analytics."
There are more and more noises that too much content is being produced: content shock. Does this work at Werkspot? How do you distinguish yourself from, for example, a Gamma or a Chore who want to sell the materials to DIY workers?
“We have no problems with this at Werkspot, we have not yet created so much content. In contrast to the hardware stores, our content is purely informative and supportive in the orientation phase. In addition, we focus on our own domain and, for example, we do not create content about home inspiration or design. ”
To what extent do you use paid media to promote your content? Or do you only focus on Google?
“We work with Google and use PR to promote the content. Since it is valuable, informative content, various journalists are also interested in posting the pieces. "
What are the key figures that you look at weekly and monthly? Which action points do you connect to this?
“On the consumer side, we have a luxury problem. The assignments are coming in. That is also the reason why the other content hubs have not yet been rolled out. For us, matching jobs to professionals is our core KPI. We want to deliver value to our professionals. In addition, we naturally look at whether our consumers receive responses from professionals, if they don't receive a response, they have a negative experience on our platform. We want to prevent that. ”
How do you maintain the customer journey?
"We work agile, with various focus teams that are constantly working on improvements and testing them. We have also learned that as a result we have to leave some non-optimal flows for what it is, because other things have more priority. A major migration of our platform is planned for 2016. Our Italian branch is currently there Entry level hard built on this platform. If this is live, we can roll out a lot of new content and features for the consumer in one go and further optimize the customer journey. ”
What do you expect for 2016?
“The last two years there has been a lot of focus on product improvement and on our professionals. We can therefore not wait for the migration, in which we again have every opportunity to fully focus internationally on consumers and professionals. Europe, here we come! ”