Content Marketing as a Method

Beuth Verlag's Campaign in the Year of Revision

Challenge / Approach

The revision of the quality management standard DIN EN ISO 9001:2015 is highly relevant for the majority of German companies. As a multimedia knowledge service provider and DIN subsidiary, Beuth Verlag is the most reliable source of information on standardization and quality management. In the year of the revision, the publishing house wanted to position itself as an expert among quality managers and auditors and generate qualified new customer leads. For this purpose, a comprehensive content marketing campaign was developed with the support of Klenk & Hoursch.

Implementation

The core element of the campaign was the user-centered content hub www.erfolg-durch-qualitaet.de. Exclusive, free and editorial content was made available in the form of white papers, webinars, infographics and videos. A regular newsletter and Beuth Verlag's social media channels increased the reach and traffic on the website. Accompanying communication activities such as PR, cooperation, SEO and SEM made the information initiative launched in summer 2015 known across all channels. In this way, the hub quickly became the contact point for German-speaking quality managers - long before the worldwide standard was published.