Content for online retailers, support for sales

71 million – that’s how many parcels Posti delivered in 2021. E-commerce has continued to increase for several years, and also Posti is looking for growth in online retail, parcel deliveries and logistics. Posti is the online retailer’s partner throughout the delivery and logistics chain.

Posti turned to B2B marketing for sales support for its parcel and e-commerce business. The marketing aimed at increasing the knowledge of business customers about the expertise, know-how and services of Posti. Business customers were in need of content that strengthens the customer relationship and conveys the right kind of expert image.

Vapa created a content strategy for Posti’s B2B markets. The strategy work was focused on understanding who Posti should address, and in which ways and channels. The target groups required support in increasing their business, from setting up and expanding an online store to globalising its operations.

The continuous design and production of content is guided by a content strategy. The strategic work was launched in February 2020, and the planning and production began later that spring. Vapa is Posti’s partner in B2B content marketing, with work continuing in close cooperation in a joint team. Initially focused on the parcel and e-commerce business, the content-related work has since expanded to include the entire scope of B2B marketing.

Expert interviews, pointer articles and customer stories help business customers in their work and highlight the topics they should be aware of in relation to the market, current trends and tools. They make use of Posti’s own surveys, guides, data and current discussions. The content is planned so that it supports business needs and related events, but also taking current topics into account. In addition, Vapa designs and produces guides, supplements and research summaries.

There has been a steady increase in both the use of content targeted for business customers and the leads generated by them. As an expert brand, Posti is present for its target group in the right ways and channels. Vapa created a credible way for Posti to discuss topics relevant to business customers, which supports the buying journey and verifies the expertise of Posti.