Sonder

Essentra Components, Industry 4.0

Content hub for B2B manufacturing industry

overview

In May 2018, we won the Essentra Components Industry 4.0 content account. The overarching objective of the content platform is to grow Essentra Components’ brand awareness and credibility in the Manufacturing industry.

Although there is lots of content available regarding Industry 4.0, very little is positioned from a manufacturer’s standpoint. This is an opportunity for the business to share its own Industry 4.0 journey from a strategic and cultural perspective.

Objectives:

  • Elevate Industry 4.0 Hub as a hero content platform
  • Own some of the Industry 4.0 story in the manufacturing industry
  • Position Essentra as a thought leader and reliable source of information and content in this area
  • Meet challenge of acquiring new customers.

To date, standout content includes our innovative interactive video on Industry 4.0.

Ben Coles-Porter, Digital Content Manager at Essentra Components explains why he chose us: “Against stiff competition, Made by Sonder was chosen for their ideas, innovation and attitude. Did I mention expertise? I was looking for a true expert in the field of content to support the journey we had already embarked on. However, Made by Sonder also brought in expertise to make the content strategy come alive and not only open our eyes to new ideas but had innovation at its heart to help us engage our very specific audience.”

In addition, we have also created a bespoke interactive Cabinet Product Finder tool for the business.

 

Strategy & Creation

For the pitch we started, as per our methodology, with the audience. First, we broke it down into the different audience types, both in job roles and company size. These audiences were looking for different levels of knowledge and research but uniting them all was the need for clarity, a lack of jargon, evidence of practical applications and coverage of the latest topics,

To achieve this, we devised a tone of voice that was energetic, engaging, detailed and expert. Identifying the best journalists for the subject area meant that we could deliver timely, appropriate and knowledgeable content that built credibility with the audience.

 

Design

We created graphics to introduce the section with the Knowledge Centre and regularly produce infographics, including animated graphics, to bring the content to life.

The work produced has been welcomed by Ben: “…the quality of the content and final deliverables has been excellent. I am now looking forward to the results.”

Results

The Cabinet Product Finder tool has delivered some good results to date, including conversions to the website and product listings.