Vlirdens (formerly PlanMen) is a specialist in the field of workforce management. Every day, the specialists at Vlirdens look at complex planning issues from a variety of customers. Together with customers, Vlirdens works towards an optimal organization of personnel and capacity planning in order to contribute to achieving business goals. Vlirdens has grown into the Dutch market leader with customers in all sectors and a large number of organizations in the top 500, and Vlirdens itself is also constantly developing. Marketing manager Oliver Talens knows how important marketing activities are for further growth and how essential a thorough content strategy is in this regard.
“We first created all the content ourselves, but found out that this cost 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.”
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outsourcing content and unburdening your own colleagues
And that content strategy is where nxt agency and Vlirdens found each other. “For our marketing goals, it's important that we regularly share new content. We want to make sure we always have something to say and that we stay up to date,” says Oliver. And that has proven to be an intensive job. “We first created all the content ourselves, but found out that this cost 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 initially not with nxt agency. “Before we met nxt agency, we worked with another party. We just noted that this party was not equally strong in all topics and had some obstacles when it came to content ownership,” shares Oliver. It strengthened the case to outsource elsewhere. “We then came into contact with our contact person Remi and decided to do a 'trial' together 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's where the difference really made for me at nxt agency,” says Oliver. “Collaborations can have bumps in the road that need to be overcome. How you overcome those bumps says a lot about the type of company you are and how you work together. At nxt agency, our contact person Remi really took our wishes to heart and did everything to make the collaboration a success. In turn, we have also well coordinated with nxt agency what they need. The cooperation is now running like a well-oiled machine and we are very satisfied.”
the results of a strong content strategy
nxt agency now provides structural blogs for Vlirdens that are well-read and are really an important part of the marketing strategy. “We are increasingly trying to shape the customer journey with the help of data. For example, we now label all articles under certain themes to structure all the content we provide. We also use data to see how traffic on our online channels is developing and which parts we want to respond to. All the content we share is essential to these developments. And we're already seeing that our efforts 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 to make the marketing strategy even more focused,” says Oliver. And at nxt agency, we are very happy to be able to help Vlirdens with this. “And we are also satisfied with nxt agency. We really found a good harmony in our cooperation and want to continue like this!”
