According to Jason McClain, Senior Group Marketing Manager, WIKA's challenges with content marketing were many years in the making. "Like many manufacturers of non-consumer goods, especially in mature B2B industries, WIKA had a content deficit. We had slipped into producing spec sheets and product brochures. In other words, we were just present in our markets with products, which almost always contributes to commoditization and competing on price," recalls McClain.
Partnering with WIKA's marketing team, EVG developed a content strategy that focused on positioning WIKA as a solutions provider. The content strategy was also designed to ensure page-one positions in search engine results for valuable keywords, which would help put WIKA in front of more decision makers.
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