Content Amplification Case Study - Marketing...

Content Amplification

Case Study

DHL eCommerce – Excellence. Simply delivered.

Cheryl Han

Head of Marketing & Communications

DHL eCommerce

https://www.youtube.com/watch?v=3Sk7cOqB9Dk

• DHL eCommerce established in 2014 in the Americas and Asia Pacific

• New ‘start-up’ within Deutsche Post DHL Group

• Small marketing budgets, like a start-up!

• Strong awareness of the DHL brand… along with some perceptions

Brief

Introduction

Our marketing goals are not

different from yours

Awareness Engagement Generate Leads

Our target

audience…

MarketplacesBrands and

E-tailers

SMEs and

individual

sellers

…includes a particular group

that is difficult to reach

SMEs and

individual

sellers

Barista

Hustle

Marketplace

Sellers

Hero Hub Hygiene

• Large scale

• 2-3 per year• Regular basis

• Focus on the customer

• Active searches

• ‘How to’ questions

Content

Strategy

Hygiene

Hub

Hero

Webinar

Press

Release

Infographic

Paid Owned Earned

• Paid social

• Adwords• Content Hub

• Website

• Social Media

• Media Partnerships

• Influencers

Content

Amplification

1. Know your audience – not just

content but context

2. The right distribution tools will

make or break

3. Content Mix

4. Set your goals – and start small

What we’ve learnt

THANK YOU

DHL eCommerce – Excellence. Simply delivered.

@DHLeCommerce

www.linkedin.com/in/dhlecommerce