The challenge

As a logistics business, Wallenius Wilhelmsen is facing some significant challenges. At a macro level, the China/US trade wars, recent global economic slowdown and ongoing Brexit uncertainty have all led to market volatility. Ata sector level two huge shipping-specific challenges: the upcoming Sulphur 2020 regulations and the ongoing stink bug problem, which has led to huge disruption for those shipping to and from Oceania.

Wallenius Wilhelmsen needed content to engage a complex global audience and drive their thought leadership agenda in order to:

  • Generate leads and sales
  • Build the company’s reputation
  • Show the company as an attractive place to work.
The solution

The solution has been found in a content strategy comprising four distinct content pillars:  ”Serving the customer”, “The future of logistics”, “Your industry” and “WW Life”. Recent examples of these include customer case studies and features on the digitalisation of the WW Ocean fleet.

A substantial amount of content has also been created on ‘hot topics’ like stink bugs and Sulphur 2020 to show Wallenius Wilhelmsen’s commitment to being part of wider industry conversations. Profiling external experts helped the brand with trusted industry bodies like the International Maritime Organization (IMO) and Bureau Veritas.

The fourth content pillar – WW Life – shines a spotlight on Wallenius Wilhelmsen’s employees. A notable example was a feature that profiled specialists from the company’s documentation and claims team in El Salvador. Strong content like this isn’t just good for the employer brand – it’s great for customer relationships too.

The results

From August 2018 to April 2019, our organic content strategy has delivered positive results exceeding the client’s expectations:

  • Newsletter sign-ups have increased of 50%
  • We’ve delivered 56 high-value rate requests, an overall increase of 17%
  • Page views on 2wglobal.com have increased of 29%
  • Followers on LinkedIn have increased of 14.3%
  • Followers on Facebook have increased of 17%