When it comes to rail infrastructure, Pandrol is a well-known leader in fastening systems – but what’s less known is its ability to do much more. Which is where the value of a high-quality content marketing campaign comes in…
Given that the rail industry traditionally relies on events and face-to-face contact to build customer relationships, COVID-19 brought much of that world grinding to a halt. But, in accelerating global customer engagement and opening eyes to Pandrol’s wider capabilities, as the brand’s B2B marketing agency we saw the potential of building a complete digital marketing campaign, featuring content and social media, to build a platform that could harness invaluable content, build credibility, and connect Pandrol directly to its audience in a more effective, accessible way.
When creating this B2B marketing campaign, our inspiration for this integrated digital content platform came straight from our challenge itself: highlighting that Pandrol does more than you’d expect, from electrification to equipment, design to installation support. And our name for the platform came straight from the heart of the business: AND. A platform focused on inclusivity AND positivity, insight, AND intelligence, and – most importantly – customers AND Pandrol. Mapping out this AND platform, working from a central website hub and spanning multiple B2B social media channels and digital activity, we kept our key message at the core of our thinking: there’s always more to Pandrol.
After creating a visual identity that instantly connected the Pandrol name with the idea of AND using our creative campaign design capabilities, we set about creating a diverse mix of content and communications that would entice, engage and enlighten customers about the true scope of the brand’s services. Launching with a teaser video to build excitement, we created and curated content across webinars, podcasts and how-to videos – tapping into the intellectual assets within Pandrol and amplifying their voices. In turn, we extended the campaign through static and dynamic social assets across LinkedIn, encouraging key, targeted prospects to visit the hub site, access a wealth of valuable content, and start a new conversation with Pandrol’s experts.
The story continues.
AND has been proof of concept in the power of content marketing: the hub is currently the most-visited Pandrol site besides the brand’s homepage, recording almost 1,200 views within seven days, with high dwell times. Our podcast was soon downloaded by 24 key prospects, and YouTube reports that our how-to videos are receiving higher-than-average views. And the journey continues: AND is in its infancy as a B2B digital marketing concept, and we’re set to expand its content – and even extend it beyond digital as the rail engineering sector gets back up to speed.
“We’ve seen some amazing results already from AND – and not just in terms of customer engagement. It’s shown our own leadership team the true potential of digital content.”
Lucie Richardson, Marketing & Communications Director