Case Study: French Gerleman, Content Marketing & Blogging

About French Gerleman

French Gerleman is the region’s leading supplier of electrical, automation, datacom, power transmission and safety products and services to industrial, commercial and construction markets.

Marketing Challenge

French Gerleman came to Kolbeco in 2014 to discuss their desire for content development and blogging. They were interested in building a blog website and publishing a new blog twice a month. Kolbeco and French Gerleman had worked together in the past, and French Gerleman recognized Kolbeco’s strong content development for clients, and
called upon our team to assist in their blog development.

Strategic Solution

After sitting down with French Gerleman’s Marketing Team to discuss their desires and needs, Kolbeco developed and executed a content development plan. This process included:

  • Brainstorming blog topics and categories
  • Advising on timing and content strategy
  • Creating an editorial calendar
  • Developing a blog site that mirrored the French Gerleman corporate website
  • Writing bi-weekly blogs
  • Programming the bi-weekly blog posts
  • Ongoing communication with French Gerleman Marketing Team for fresh content

The French Gerleman blog site has been performing exceptionally well since February 2015 for a new blog site, with on average 500 visitors a week. With the success of the blogs and abundance of content, Kolbeco began producing weekly blogs for French Gerleman, and has helped to increase web and social media traffic. Kolbeco also began distributing the blogs on social media and maintaining the French Gerleman social media accounts, setting up Facebook likes campaigns, distributing French Gerleman videos and promoting events. Kolbeco has also taken over pitching events and ongoing media for PR opportunities, writing and distributing press releases and assisting in event planning.

The content development inspired the launch of a new French Gerleman quarterly print newsletter and monthly eNewsletter campaign. The print newsletter was originally planned to go out twice a year, but with the amount of content developed and feedback from customers, it became a quarterly newsletter. The print newsletter goes out to over 2,000 customers and vendors.