MIn 2012 we spoke to Vincent Hooplot, then the Marketing Director at Robeco, about implementing B2B Content Marketing strategies for business relations. Vincent discussed the key conditions for successfully integrating content marketing into Robeco’s broader business strategy.
Fast forward almost three years, and we meet with Johan Hillebrand, Head of Content Management at Robeco Global Marketing, to discuss how things have progressed. Johan will share his experiences as one of the speakers at the B2B Marketing Forum, giving us insight into Robeco’s journey with B2B Content Marketing.
Robeco’s B2B Content Marketing journey
At Robeco, content marketing is a core component of their strategy. The company’s marketing team places a high value on content creation, carefully linking it to their overall strategy. This approach has allowed Robeco to produce highly relevant content that resonates with their target audience.
Johan says, “By creating our own content, we ensure that it is authentic and aligns closely with Robeco’s brand values.”
How Robeco took content marketing to the next level
Robeco started with a content strategy, planning, and a content library – what they call their content plaza. They trained their content authors in writing more concise pieces, and they continuously improve titles and infographics.
Johan emphasizes: “We’re always mindful of B2B Content Marketing principles. When we write, we ensure it’s optimized for search engines, which is crucial in increasing visibility.”
The importance of social media in B2B Content Marketing
As Robeco has grown, so has its social media presence. They have expanded from 5,000 to 50,000 followers on platforms like Twitter and LinkedIn. The company’s efforts to make content more attractive and leverage social media have contributed significantly to its success.
Johan explains, “Using social media effectively has become crucial for our B2B Content Marketing strategy, both in the Netherlands and internationally.”
Lesson learned: content marketing strategy at Robeco
Johan’s key takeaway is the importance of continuous support and organizational alignment.
“Content marketing works alongside Branding, Sales, Corporate Communications, and Investors. Getting everyone on board is essential.”
Robeco’s ambition for 2015 and beyond
Looking ahead, Robeco aims to take lead generation to the next level. Marketing automation is on the horizon, and Johan is excited about how these advancements will drive growth. His ambition is clear: “We want to be the best at B2B content marketing in European asset management.”