Vlirdens (formerly PlanMen) is a specialist in workforce management. Every day the specialists of Vlirdens deal with complex planning issues of diverse customers. Together with the clients Vlirdens works towards an optimal design of personnel and capacity planning to contribute to the achievement of business objectives. Vlirdens has become the Dutch market leader with clients in all industries and many of the organizations in the top 500. And Vlirdens itself is constantly evolving. Marketing manager Oliver Talens knows how important marketing activities are for further growth and how essential a solid content strategy is in this.
"We initially took care of all content ourselves, but found that this was costing our specialists a lot of time that they could also spend on the client. Therefore, we made the choice to outsource blog writing."
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And that content strategy is where nxt agency and Vlirdens found each other. "For our marketing goals, it's important that we share new content regularly. We want to make sure we always have something to say and that we stay current," Oliver says. And that has turned out to be an intensive job. "We initially took care of all content ourselves, but found out that this was costing our specialists a lot of time that they could also spend on the customer. That's why we made the choice to outsource blog writing."
And that outsourcing was not initially with nxt agency. "Before we got to know nxt agency, we were working with another party. We just noticed that this party was not equally strong in all topics and had some obstacles regarding ownership of the content," Oliver shares. It strengthened the case to take the outsourcing elsewhere. "We then got in touch with our contact Remi and decided to do a 'trial' with nxt agency."
grow together
In that trial, it became clear that Vlirdens and nxt agency needed to get to know each other well. "A successful collaboration is also a process in which you have to learn to understand each other. And that, for me, is where nxt agency really made a difference," Oliver says. "Collaborations can have bumps in the road that need to be cleared. How you clear those bumps says a lot about the type of company you are and how you collaborate. At nxt agency, our contact Remi really took our wishes to heart and did everything possible to make the collaboration a success. We, in turn, also coordinated well with nxt agency on what they needed. Meanwhile, the cooperation runs like a well-oiled machine and we are very satisfied."
the results of a strong content strategy
nxt agency now structurally provides blogs for Vlirdens that are well-read and are really an important part of the marketing strategy. "We are trying to use data to shape the customer journey more and more. For example, we now label all articles under certain themes to provide structure to all the content we provide. We are also using data to see how traffic is trending on our online channels and what areas we want to capitalize on. All the content we share is essential in these developments. And we are already seeing that our efforts have increased organic traffic to our website by 42 percent last year. The content has really contributed to that.
Our goal is to link even more data together to make the marketing strategy even more targeted," said Oliver. And at nxt agency, we are only too happy to help Vlirdens with this. "And we are also happy with nxt agency. We have really found a good harmony in our cooperation and want to continue like this!"
