The Client
Founded in 1972, The Client is a global leader in the production of natural food ingredients, food colors, pharmaceutical and cosmetic pigments, and industrial dyes. With a presence in over 22 countries, “The Client” serves industries such as FMCG, pharma, and food and beverage, committed to delivering high-quality, innovative solutions to manufacturers worldwide.
“The Client’s” technical expertise and dedication to research and development have enabled the company to stay ahead of industry trends. Through its 14 technical labs across the globe, the client continuously innovates, co-creating solutions that meet the evolving needs of its B2B customers.
Marketing Challenges
The Client discovered our blog content and expressed admiration for its quality and depth. This led them to inquire about our pricing model for content creation. We clarified that our charges were based on the complexity of the project rather than a per-word rate, which aligned with their need for a holistic content partner. The Client was seeking an agency capable of handling a broad spectrum of content needs from long-form articles to concise, impactful pieces.
Their search for a suitable agency had not been without challenges. Previously, The Client had collaborated with three different marketing agencies, each falling short of delivering content that accurately reflected their products and value propositions.
The core issue lay in the agencies’ limited understanding of The Client’s highly technical offerings and their inability to translate product features into compelling narratives for the right target audience.
As a result, the content produced was misaligned, with a tone and approach skewed towards B2C. This failed to engage their primary B2B audience, which included R&D heads, procurement heads, and manufacturing leaders at global food manufacturing companies.
Marketing Solutions
Recognising the gaps in their previous engagements, we embarked on an in-depth analysis of The Client’s digital presence. We meticulously studied their website, scrutinised their product lines, examined their competitors, and assessed their LinkedIn activity to gauge their content strategy.
One striking observation was the disconnect between their content and their target audience. This realisation became the cornerstone of our approach, as we crafted a strategy that would realign their communication to better resonate with decision-makers in the food manufacturing sector.
“The Client” was impressed by the depth of our research, especially considering we were the sixth agency they had approached. Our ability to pinpoint the discrepancies between their content and audience expectations distinguished us from the competition.
As a result, they entrusted us with a pilot project – crafting a blog post about Anthocyanins. They provided us with a brochure detailing basic information, including the stability of Anthocyanins in relation to pH, light, and heat. Additionally, they requested a creative to accompany the piece.
To address the assignment, we developed two distinct versions of the blog. The first took a highly technical approach, delving into the scientific properties of Anthocyanins. The second adopted a more business-centric lens, focusing on practical applications in the food industry, the stability challenges of traditional Anthocyanins, and how The Client’s offerings provided safer, more viable alternatives.
Upon reviewing both drafts, The Client gravitated towards the second version but expressed concerns about its bold positioning. To strike a balance, we blended 80% of the business-oriented content with 20% of the technical insights, producing a refined piece that retained the essence of innovation while mitigating risk. The Client was thoroughly impressed by the final blog, although they opted not to proceed with the creative component, as they preferred to engage a specialised agency for design work.
The successful delivery of this pilot project cemented our relationship with “The Client”. Recognising our capacity to navigate complex technical subjects and tailor content for a B2B audience, they formalised our collaboration. The resulting scope of work encompassed long-form articles, LinkedIn posts, and other content formats, all aimed at streamlining their communication and reinforcing their position in the market.
Impact
The impact of our efforts was significant. By realigning The Client’s content strategy, we transformed their messaging to reflect the priorities and interests of their true audience. Their website traffic saw notable growth, and engagement metrics such as email click-through rates experienced a marked improvement.
Through strategic content marketing, we helped The Client amplify their brand presence, ensuring their innovations reached the right stakeholders and contributed to their continued success in the global market.