• "Pages has revolutionised the way we do business and put our brand into new markets that would not have been possible using any other channel."

    Greg Pech, CEO
    Satellite Phone Store

  • "ShipServ is a vital tool for us as a leading European ship chandler and we need to be highly visible in the ports we serve as it is used by all the leading shipping companies."

    George Saris, President
    Atlas Ship Chandlers

  • "We started to use TradeNet just to save time and stop manual typing of orders, but now we get other substantial benefits including vital benchmark data on suppliers’ response times that help us in all our negotiations."

    Knut Ove Thuland Hansen, Purchasing Manager
    Utkilen

  • "Time is the biggest saving through ShipServ. We have detailed data that tells us that the amount of time we spend per vessel each week has dropped from 9.2 hours to 7.9 hours."

    Richard O'Malley, Purchasing Supervisor
    Crowley Maritime

  • "Encouraging our suppliers to adopt the e-commerce platform has been well worth the effort. We have reaped significant cost savings from streamlining our purchasing processes."

    Charles Ong, Purchasing Manager
    Keppel Shipyard

  • 1
  • 2
  • 3
  • 4
  • 5

8 January 2013

Content marketing and the shipping industry

Content marketing was the buzzword of 2012 in marketing circles as more people started to take notice of the effect of sharing content across multiple platforms to attract and engage audiences.

Put simply, content marketing helps educate your customers with helpful and useful information relevant to their market without directly selling your product.

But is there a role for shipping companies and ship suppliers to use content marketing initiatives to drive customer engagement and ultimately sales?

Most definitely, yes.

Here at ShipServ, we  have been actively involved  in content marketing for over three years by publishing whitepapers, e-books and videos on digital marketing and advertising  for the shipping industry and pushing these out through as many social media channels as possible.

For many of these exercises we were guided by one of the leading agencies in content marketing, Velocity Partners, and Velocity’s Ryan Skinner (a man with shipping experience ) has written an excellent piece on how companies can implement and use content marketing.

Maersk Lines social media effort driven by Jonathon Wichmann - click here to read about it -  has rightly got a number of column inches over the last few months and in particular the way they have used  their existing content – ‘ships and containers’ – to engage audiences and raise brand awareness through such platforms as Instagram, but other companies are starting to follow suit.

On the supplier side, Martek Marine has employed content marketing to boost the sales of its BNWAS product, by creating a specific web portal for the new regulation.

Content marketing is definitely here to stay and we will continue to look out for new initiatives from both buyers and suppliers in the industry.

 

 

 

Tags: , ,

This entry was posted on Tuesday, January 8th, 2013 at 8:24 am.