The Haufe Academy is establishing its position through content marketing.

Industry

Continuing education and qualification

Challenge

Bring a new range of services around the Learning Journey to market through content marketing.

Results

A pillar page introduces HR professionals to the topic and links to eBooks, webinars, and blog posts. An infographic, an explainer video, and additional blog posts were added as well.

Website

haufe-akademie.de

The Challenge

Haufe Academy wanted to launch its new range of services centered on the Learning Journey through content marketing and was looking for a partner to help.

The Solution

It all began with an on-site workshop. We familiarized ourselves with Haufe Academy’s approach to the Learning Journey and used that as the basis to develop the content marketing strategy—partly collaboratively, partly in-house at the agency.

The Pillar Page as the Centerpiece

At the center is a pillar page focused on the Learning Journey. It introduces interested parties from the HR sector to all key aspects of the topic and links to eBooks, webinars, and blog posts.

A content audit revealed just how much usable material already existed within the Haufe universe. We built on that foundation and produced additional components: an infographic on the Learning Journey, an explanatory video, and blog articles on related topics.

Content That the Target Audience Can Reuse

One guiding principle ran through the entire production process: prospective clients receive valuable material that they can use within their own companies to introduce the topic there. The infographic and explanatory video fulfill this purpose perfectly.

The Result

The Haufe Academy now presents its own content series on the topic of the learning journey, which consolidates existing material and supplements it with new formats.