Content Marketing

Frederik Van BeverMarketing Director at Securitas

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Braine l’Alleud, 25th October 2012

From content to marketing toolE-magazine Security Matters

Frederik Van Bever

Marketing Director Securitas

Anno 2011

Print magazine 12 pages 4x/year1600 copies

• is our magazine read ?

• how can we cut costs ?

• can we communicate in a more innovative way ?

Anno 2011

Solution?

Anno 2012

E-magazine

• tracking and statistics

• no printing and postal costs

• dynamic, user-friendly, ecological

Some figures

Statistics

• Opening rate (via newsletter) = +/- 35%

• Average time = 6 min (#1)-> 7 min 21 (#2)

• 11.68 pages/visit (# 2 = only 7 pages!)

Cost-effectiveness

Cost evolution

* - 28%

*

Feedback

9

Feedback from customers

• Nice, innovative format

• No content overflow

Return on consumer knowledge

• View on interesting articles

• Lead generation

• View on interested customers

Evolution

Statistics =

• Better content

• Larger diffusion

• More sales

• Innovation

Contact

Frederik Van BeverMarketing Director Securitas

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