Brammer - Keyword Research and Technical Copywriting
Keyword research and technical copywriting. Bringing complex products to life with audience-led content.
This digital ecosystem allows Bostik to control brand, marketing and communication strategies from a central hub, while allowing individual countries to target their customers with tailored content.
Driven by extensive audience research, the Bostik Smart Web Estate is a powerful customer acquisition and retention tool. Every element of the Bostik experience online, from site architecture and navigation to search-optimised content, is customer-centric.
The project went way beyond a typical web design and build, and our comprehensive digital strategy was recognised with a trio of award wins.
We kicked-off by running a global programme of stakeholder workshops, interviews and customer experience mapping sessions.
The Freestyle team travelled to Paris, Malaysia and Milwaukee to meet with stakeholders from across Bostik. The sessions were aimed at discovering how Bostik’s customers experience the Bostik brand online, what they need and how they act throughout the customer lifecycle.
Mapping this information allowed us to identify where the customer experience was performing well and where it could be improved.
Episerver integrates with our own digital asset management system, Partners, to support a central pool of content that can be repurposed by country sites, before being published directly through the Episerver CMS.
We used flexible website templates so country teams can tailor their own website page layouts, and self-optimising blocks to test and improve their content performance.
We also took advantage of Episerver’s COPE (create once publish everywhere) features, which give countries the ability to publish content across multiple platforms from a single database.
To immerse ourselves in the world of adhesive technologies, we conducted a series of interviews with Bostik’s product experts.
With this insight, we were able to produce keyword research and search-optimised copy for over 100 website pages, meeting the real world needs of prospective customers. This thorough approach helped us bag a ‘Content Strategy’ award with the Recommended Agency Register (RAR).
"From facilitating stakeholder workshops across three continents, to developing a state-of-the-art technology platform and producing 150 pages of content - Freestyle transformed our digital experience."
We supported local markets in the technical setup of website page templates, content selection, localisation of content and local search optimisation.
Our ongoing support includes a monthly and quarterly governance group. This ensures digital strategy is consistent across country sites, while also responding to specific country needs, and taking into account insight from global and local website performance metrics.
"This new website is a nice, robust design with sound and thorough methodology. This sets a standard for corporate websites."
Digi Corp Comms award, Award Panel Judges
Kay runs a super tight ship when it comes to account direction. She led the Bostik website re-development from the start, managing everything from global workshops to the roll out of 34 country sites. Her endless energy and resourcefulness ensured the project was delivered on time, and on budget.
Want to work with Kay? Drop her an email: