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Stahl


The Expert Content website of Stahl

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The Expert Content website of Stahl

If you create the best-in-class content you need a platform that inspires and at the same time facilitates that strategy.

Question: To facilitate our expert content we need a platform that takes our content to the next level. It needs to be an open and transparent platform directed towards providing optimal service on one hand and inspire visitors at the same time. It needs to be a great conversation and facilitation tool for both clients and our own people.
 

Solution: Rich expert content needs to be presented in a way that is both User friendly and functional. We used the online strategy of Stahl as a starting point and we created insights from user research to create multiple content funnels. The Website acts as multiple landing pages, so Stahl can provide each industry they serve with specific content that is relevant for that industry. The provided services on these pages are also tailored to the specific industry professionals that visit the page. This way you can easily segment content to be able to target a specific part of your audience through both the content on your website as well as the interconnected segmented LinkedIn Strategy
 

A website works best if people feel personally addressed.

Insights: When visitors come to your website, they want to have the idea that you have exactly what they where looking for. They must get the feeling that everything is made to tailor their very needs. But they want to know who is behind this content as well. People do business with people because there is trust, something that is  often overlooked when promoting your company in B2B marketing.
 
Using the insights: You cannot become content leader through content alone. You need to inspire trust and that is best done through being available and visible. The new portal should revolve around the people working for Stahl and the knowledge and stories they have to share. They are the real driving force behind the strategy. By showing the faces and contact details on most of the topics, stories and segments of the website you get to know a bit more about the people behind these inspiring stories. Creating a connection or contact moment was never made easier. And by measuring the way users navigate through the content and when and on what pages people make this connection, we can optimise the website and cross reference it with offline insights and data. This way we are constantly improving the conversion as well as improving Stahl’s reputation as an inspiring thought leader.

 
More info?
Eelko Lommers
Eelko Lommers about this project

Stahl needed a platform that inspires but also facilitates.

With Stahl’s new strategy inspiration is very important. But we must not forget that facilitating their clients and partners is of equal importance. Hello has been able to find great balance between both. The facilitation is approached in a more personal way. The user experience of the website is finally what you would expect from a company that follows an expert content strategy. 
 
More info?
Eelko Lommers

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