SEKO Logistics

Type: DIGITAL STRATEGY

SEKO Logistics is a global third-party logistics provider specializing in end-to-end supply chain solutions. Founded in 1976, the company has expanded to over 150 offices in more than 60 countries, offering services such as freight forwarding, e-commerce logistics, and white glove delivery.

Key Highlights:

Implemented a proven process of data-driven SEO-backed content research and optimization to improve authority and rankings for focus keywords.
Extended the lifespan of the limited owned content we had by turning a single thought leadership piece into a compelling content series on social.
Drove significant increases in website traffic, social media followers and engagement.

Overview

SEKO Logistics, the global leader in end-to-end logistics, sought to elevate its global organic search
and social media presence, with an emphasis on LinkedIn and Instagram. To provide a foundation for SEKO’s content strategy, Reputation Partners and Marcel Digital partnered to establish a “content flywheel” that would support SEKO’s objective with end-to-end content, digital strategy and social execution.

Strategy

Our strategy combined the strengths and capabilities of both agencies to quickly and effectively amplify impactful news and insights to key stakeholder groups. We created campaign-driven communications to maximize results and consistency of storytelling across channels, consistently generating impactful web content in the form of advisories, blog posts, case studies and more, while leveraging social channels as a key avenue for content amplification and stakeholder engagement.

We began with a comprehensive audit of five global logistics competitors, specifically looking at how companies are using each channel, the topics regularly shared, the types of content that perform well, and employee and leadership engagement. Using the information gathered in the audit, we developed a holistic, data-driven strategy designed to help SEKO achieve the following goals:

Increase brand awareness as a leading logistics provider across the globe.
Build and strengthen relationships via ongoing engagement with target audience members.
Drive website traffic in support of SEO and lead generation efforts utilizing research-backed content directives.
Inform content on the new website that supports the types of information current and prospective customers utilize to research and decide on a logistics provider.
Solidify the process in which content is researched, developed and optimized to produce content on a regular, predictable cadence.

When launching the strategy the team faced a number of challenges within the first few months of implementation including:

Gathering up-to-date and approved content from the global and regional teams.
Content approvals; with only one main point of contact that oversaw all SEKO’s global marketing initiatives and had limited time to devote to content approvals.
Lack of existing content.
Very technical industry language to learn.
Balancing region-specific content requirements with global priorities.
A rigid website structure that did not allow for flexibility in content publishing.

Solutions

The team aimed to extend the lifespan of the limited owned content we did have by turning one piece of thought leadership content into a social media series.
We leveraged Asana, a project management tool, to better collaborate with global and regional marketing team members and organize inbound social media requests into one master calendar.
We implemented a proven process of data-driven SEO-backed content research and optimization to improve authority and rankings for focus keywords.
We optimized specific existing website pages and templates to allow for faster publishing and more flexibility in layout and performance.
All teams organized a collaborative monthly workshop to discuss the content plan and execution strategy, aligning all teams (internal and external) on roles, responsibilities, and milestones.