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New business enquiries: 0191 260 0716

General enquiries: 0191 406 1200

New business enquiries:

0191 260 0716

General enquiries:

0191 406 1200

Results:

Bunzl Cleaning & Hygiene Supplies - Content

THE RESULTS WE ACHIEVED

  • 1,292 social shares.
  • A readership of over 35,000.
  • 630% YoY increase in Ecommerce conversion rate from visitors landing on the Bunzl blog.
  • Coverage of content in industry based publications such as Cleaning and Maintenance Magazine and Tomorrow’s Cleaning.

The key problem:

Bunzl Cleaning & Hygiene Supplies wished to regularly produce useful and insightful online content which would establish the company as an authority within their industry. The content needed to make an impact across various digital channels, and be optimised to enhance their organic presence and engagement on their social channels.

Who is the client?

Bunzl Cleaning & Hygiene Supplies is the UK’s leading supplier of janitorial, cleaning, and hygiene products. Part of Bunzl plc, one of the fastest-growing international distribution and outsourcing groups, they’re able to provide customers with the most cost-effective and competitively priced cleaning and hygiene solutions, plus exceptional customer service.

Core objectives of the campaign

  • To manage the Bunzl CHS blog, producing useful and insightful B2B blog content to establish the brand as an authority in their competitive industry.
  • That the content would be SEO-friendly, whilst making an impact across various digital channels.
  • The content should assist the growth of their social channels (see social media case study).
  • The content should be used as an online resource for their employees and customers, who were traditionally heavily reliant upon catalogues.

The Silverbean approach to the objective

Strategic

  • Increase organic visibility for key header and long-tail search terms.
  • Initially auditing any existing content, and conducting competitor analysis, to understand which content themes and types will most engage their audience.

Tactics

  • Conducting in-depth and active research within the industry, including speaking to and working with Bunzl CHS suppliers and extensively reading industry publications and sites, in order to understand which content themes and topics would interest and engage their online audience.
  • Planning and producing a regular quarterly content schedule.
  • Ongoing useful blog content creation, including text posts and visual content such as infographics.
  • Distributing the blog content via Bunzl CHS’s owned social media channels, employing paid promotion tactics where appropriate.

630%

increase YoY in Ecommerce conversion rate

from visitors landing on the Bunzl blog

What the client says

I'm extremely impressed with how Silverbean come up with interesting and information blog content on what is at first though not the most inspiring of topics – cleaning and hygiene supplies. The Silverbean team are always very keen to hear about innovation in the market place and even test out products for themselves. I feel it is essential to think of Silverbean as part of the team and ensure that they are aware of what our goals are so that they create interesting and inspiring content accordingly, no matter what the subject.

Penny Loughlin-Smith

Marketing Manager (Digital)

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Contact Us

New business enquiries: 0191 283 6988

General enquiries: 0191 448 7552