Harrogate Steel approached Engage Comms in mid 2019 with a plan to become the UK’s fastest growing and best steel company to work with. We started by carrying out in-depth research into the UK construction marketplace, identifying and understanding the specific target audiences and approach that would make this vision possible. We concluded that the company needed to become more attractive to Contracts Managers at mid-sized main contractor construction firms and their influencers, building a brand founded on professionalism, flexibility and expertise, and distancing itself from the smaller domestic building world.
The content-driven digital marketing strategy that we devised and subsequently rolled out across social media, digital media and email marketing has laid the foundations for the firm being recognised as the ‘go to’ experts for commercial projects with steelworks packages up to £500k. Case study content has been instrumental in telling the story of the company’s accreditations and added-value service through its existing experience, up-selling it to a new audience.
Think content marketing and/or employer branding could enhance your business? Interested in finding out more about what we have to offer? We’d love to engage with you.