NS kiest voor de content-marketingstrategie voor Content Beat

Content Beat ontwikkelt de content-marketingstrategie voor NS

 Na een bureau-oriëntatie heeft NS voor het ontwikkelen van de overkoepelende content-marketingstrategie voor reizigers in het sociaal-recreatief segment gekozen voor Content Beat. Aanleiding van de opdracht aan Content Beat is een nieuwe aanbesteding van het relatiemagazine SPOOR, i.c.m. een online-inspiratieplatform, die in april 2017 van start gaat.


Karin ter Hofte, communicatiemanager NS Klantmediateam, licht de keuze van NS voor Content Beat toe: “We hebben voor Content Beat gekozen vanwege hun visie op content-marketing en omdat zij een aanpak ontwikkeld hebben – SOM3 – die ons aansprak en veel vertrouwen gaf. Onderdeel van hun werkwijze was dat ze bij ons op de afdeling kwamen zitten. Hierdoor waren de lijnen kort en konden we snel schakelen. Dat moest ook wel, want Content Beat moest voor ons in 6 weken de overkoepelende content-marketingstrategie ontwikkelen en dat hebben ze met succes gedaan”.


Naast SPOOR waren voor de content-marketingstrategie de volgende NS kanalen in scope: NS.nl, #nsfavourites, Spoordeelwinkel.nl, Reisplanner Xtra App, nieuwsbrieven, Narrowcasting kanalen en de Socialmedia kanalen.


Fred van Gelder en Maarten Bas Backer van Content Beat vertellen over hoe ze deze opdracht hebben aangepakt. “Samen met het NS-kernteam, dat naast Karin ter Hofte bestond uit bladmanager Bonita van Lier en marketeer Judith Beckers, hebben we deze opdracht in 3 sprints – analyse, ontwikkeling en uitvoering –ingedeeld”. De analyse-sprint bestond uit interviews, analyse van bestaande onderzoeken, werkwijze en huidige aanpak per middel en het opstellen van key-insights en een gap-analyse. De ontwikkeling-sprint bestond o.a. uit twee workshops om gezamenlijk met de afdeling marketing en marcom de persona, ondersteunende persona’s en de content-sweetspot te ontwikkelen die leidde tot het opstellen van een content-marketing mission statement, de kanaalstrategie en een eerste outline van de nieuwe strategie. Na overeenstemming over de eerste outline is in de uitvoering-sprint de overkoepelende content-marketingstrategie ontwikkeld volgens onze SOM3-methodiek.


De SOM3 van Content Beat staat voor Strategie, Organisatie, Maken, Marketing en Meten. Aan de basis van de SOM3-aanpak staan heldere processen, structuren en doelen om resultaatgedreven content te ontwikkelen en om langdurige klantrelaties op te bouwen.


Over het vervolgtraject kan Karin ter Hofte melden dat alle stakeholders inmiddels hun goedkeuring op de overkoepelende content-marketingstrategie hebben gegeven. De volgende stap is de strategie op een efficiënte wijze gaan implementeren en onze content organisatie daarop aan gaan passen. Waarbij we bekijken hoe we Content Beat hier een rol in gaan geven. En daarnaast biedt de content- marketingstrategie ons een geweldig uitgangspunt om de content-aanbesteding mee in te gaan.


Lees hier de hele Case>


Over Content Beat:

Content Beat is het eerste content-marketingadviesbureau van Nederland, opgericht in de zomer van 2016, door Fred van Gelder (voormalig directeur van Head Office/Sanoma) en Maarten Bas Backer (voormalig director digital van Head Office/Sanoma). Content Beat is gespecialiseerd in het adviseren van bedrijven als het gaat om ontwikkelen, uitvoeren en optimaliseren van content-marketing. Vanuit de Lean- methodiek en in zeer nauwe samenwerking, veelal op locatie bij de opdrachtgever. Andere klanten van Content Beat zijn Boskalis Offshore Energy, de Nationale Hoorstichting/HearOn en SINH Build. Voor meer informatie: bezoek onze website www.contentbeat.nl

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