Mindshare India needed a European partner to quickly produce high-quality specialist client content that would raise awareness of the Indian government’s Make in India initiative (MII) and their status as country partner of Hannover Messe, the world’s biggest industrial fair. The Indian government wanted to engage with senior business decision-makers in eight European countries, working across six different sectors. To fulfill this challenging brief they selected to use Progressive Content’s content platform, Content Cloud®.
The client was looking for writers with specialist knowledge in the industrial automation and IT, energy and environmental engineering, research and development, industrial subcontracting and power transmission and control sectors. Sourcing high-level journalists capable of covering these sectors, whilst also possessing country expertise of UK, Czech Republic, Belgium, Turkey, Austria, Serbia, Poland and Germany, would be beyond most agencies. When combined with the necessity of meeting stringent demands required by a national government, the need to engage a senior business audience and a short lead time, only the combination of trusted content expertise and a powerful technology solution was going to be able to deliver effectively.
Content Cloud® was used to source experts within one week across six specialist sectors and eight countries. Over four weeks 24 pieces of content from experts covering all countries and sectors were commissioned, optimised and delivered through Content Cloud®. The content was promoted through Indian government channels before and during Hannover Messe and amplified though the writers’ own social media channels.
All content was delivered on time and to brief by writers with proven expertise in the target countries and sectors. The content produced formed the lead articles on the Make In India website and were shared by the writers themselves, who as sector experts are well respected in their home countries, increasing the reach of the target audience. Both the client and agency were very pleased with the level of content and its performance and are already discussing future projects.
Mindshare in numbers
sectors where business decision makers were engaged
pieces of expert content