Epiroc is a Swedish manufacturer of mining and infrastructure equipment. Previously, client communication was characterized by “one content fits all”. But Epiroc has several different target groups – from large companies to self-employed, from top management to operators who handle the equipment. They all have different needs and work in different roles and functions.
Together with Splay One, Epiroc developed a multi-channel strategy based on the established content concept Bitz. A new content platform for articles, bitzmagasin.se was launched as a cornerstone of the updated content universe. The newsfeed on Instagram focuses on operators, an email newsletter is distributed to small companies, and a printed premium magazine was tailor made for purchasing managers at large companies. In 2021, the podcast Borrmästarpodden was launched for drilling operators, starring Epiroc’s own expert in rock drilling along with various guests telling their personal me and my machine-stories.
Epiroc’s content has become more accurate and reaches more people within each target group.
Traffic to digital channels has tripled. Not because the distribution has been expanded, but because the content is considered relevant and interesting, which is also proved by the increased traffic from organic search.
During a year marked by a pandemic, Bitz Magazine became a reason to speak with clients who could not be visited in person. The operators are more involved in the content and provide feedback to our editorial team with reflections and ideas of their own. This response also comes from readers and listeners who use competing equipment!
Another hallmark of quality is that Bitz’ content is republished more frequently in other contexts, both within Epiroc globally and in the Swedish and International press.