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Case Study
Helping Canon connect with their Australian SMB audience through content marketing
Canon sought to better connect with its customer base – specifically, small to medium businesses (SMBs) in Australia.
A comprehensive research study of over 1000 Australian organisations revealed that growth, cost management, and customer engagement were the top business goals for these companies. Yet, a recurrent challenge was that SMBs struggled to keep pace with the latest trends amidst their hectic schedule of managing and operating their businesses. Canon recognised an opportunity to help.
We embarked on creating an intuitive, robust, and educational platform, designed as a content hub, to address Canon’s unique challenge. Our strategy was to curate valuable, easily-digestible content in a one-stop hub that would help SMBs understand, adapt, and grow amidst the prevailing technological and workplace trends.
This platform aimed to cover a diverse range of relevant topics, from the latest in digital transformation to effective cost management strategies, customer engagement methodologies, and more. Our aim was not merely to disseminate information, but to nurture an interactive community where SMBs could engage, learn and grow together.
Execution
Our multidisciplinary team, equipped with expertise in content strategy, digital marketing, UX/UI design, and data analytics, collaborated closely with Canon’s in-house team. Together, we created a dynamic content hub that could deliver the value Canon sought to bring to its SMB customers.
We developed an ongoing content strategy with a diverse array of content forms, including blog articles, videos, infographics, webinars, and case studies. The content was built to be engaging, insightful, and, most importantly, actionable. To ensure relevance, we used data-driven insights to align the content topics with the needs and interests of the SMB audience.
Result
The Canon content hub, named Canon Fast Business (now, Business Insights) became a go-to resource for Australian SMBs.
The platform had an immediate and positive impact on Canon’s customer engagement and brand perception. SMBs applauded the effort, citing the platform as an invaluable resource for navigating their businesses through the ever-evolving technology and workplace landscape.
