Developing a successful blog for worldwide market leader, Hilti

Hilti is a global business that produces market-leading tools and equipment. The company also offers a range of construction software and services to provide a complete solution for any contractor or developer.

Their blog was previously an underused asset, and when the website was redesigned they decided to build it out. They wanted help from a freelancer with industry experience who could help them align their blog with sales priorities and customer needs, to provide value to Hilti and clients alike.

Targeted briefs with room for improvisation

Hilti’s marketing is a strong operation that aligns well with company priorities. The article briefs always fit into overall marketing goals – like how Hilti’s products and services can increase productivity – while also responding to current conditions and events.

For example, choosing the right products for the hotter summer months means, or looking after your batteries in the colder months. The briefs reflect these priorities, but also leave room for creativity and collaboration so that Hilti’s blog is more in depth and relevant than their competitors’ equivalents.

In other words, it’s all about providing value to the customer by showing the advantages of Hilti’s products, but without sacrificing readability or SEO concerns.

Industry experience and flexibility key for the client

It’s easy to talk about “industry experience” without really showing how that benefits the client. In this case, it was vital for Hilti that they chose someone with construction knowledge to help them develop the idea and be able to contribute different angles and ideas. This was a new project for the company that needed input from everyone to shape it.

Additionally, helping to design and deliver a whole new marketing channel requires flexibility. Ideas come in all the time and the deadlines are defined by when briefs are formed and agreed. From the client’s perspective, they need a writer who is flexible and available at any time, no matter how little notice they give to get the job done. 

Kalpesh Bhandari, Content Manager at Hilti, said:

“Having trusted Alex with producing content for a number of themes and topics, we can say that we've definitely found a writer who is capable of turning our initial briefs into magic. Especially those where we have little to go off or need help producing."

“He's easy to work with, which makes life a hell of a lot easier, and offers us a newer and knowledgeable angle for the industry topics we need to cover.”

“He's also proactive in getting hands on with products if we need him to, giving us an extra edge of authenticity in our content. "

“Quite simply, one of the best freelancers we’ve worked with in a long list of many!”