ALEO.com, is a B2B platform that is part of the ING group. It’s one of the largest databases of information about Polish companies. With a catalog of almost 3.5 million items, it’s not only a useful source of registration data, but also a place where you can easily submit an inquiry for a specific product or service, and evaluate and comment on partnerships with companies.
To connect entrepreneurs with contractors even more effectively, ALEO.com has a package of useful tools and also creates content. The portal asked us for help in expanding its content section, reaching new audiences, and increasing visibility online. As part of our work for them, we created a number of expert articles and guides that look at the most important issues related to establishing, running, and developing your own business.
We also prepared suggestions for new topics based on keyword analysis, and we updated and optimized existing entries. The blog’s development was supported by link building activities. Their key element were creative campaigns: extensive publications enriched with infographics, which we promoted in the media, and on economic and business sites.
After analyzing the perspectives for managing a business in 28 countries in the European Union for our first campaign for ALEO.com, we wanted to focus on a topic that would be interesting to a slightly wider audience.
A consistent story created with reliable data
For the topic of our next campaign, together with our client, we chose to analyze the situation of women in the labor market. Based on data from official sources, such as Eurostat, OECD or the Central Statistical Office, we took a closer look at the business from a female perspective, looking at statistics on female economic activity in Europe, pay inequalities and women’s representation in managing positions, among others.
This way, we wanted to compare the work environment of women in Poland with other countries of the European Union. To present information in a clear and transparent way, we divided our report into several parts, corresponding to particular stages of the female career.
This way, the publication formed a coherent story: from getting an education, through getting a job and promotions, to retirement. We presented the most important data related to each of the steps in infographics. Key observations and conclusions were accompanied by statements from experts that we invited to work with us. We asked Natalia Świrska, winner of the 2016 Businesswoman of the Year, and Anna Górska, deputy director of the Research Center for Women and Diversity in Organizations for comments.
We knew that in the era of rapidly growing social awareness, such a comprehensive report would catch the attention of media closely related to business (reaching the most important target group of our client: owners of small and medium-sized companies, marketing specialists and HR professionals) – but also news sites, lifestyle or women’s magazines. We included all of the above in our prospects, which was an important part of the preparations for the promotion of our publication. It also helped us prepare individual press releases for journalists and publishers.
Our finished report, ‘Women in business – the labor market from a female perspective’ ( „Kobiety w biznesie – rynek pracy z kobiecej perspektywy”), appeared on the ALEO.com blog in May 2019. At the same time, we started an intensive outreach campaign, reaching journalists, editorial staff, and publishers from our list of prospects. The effects?
Due to our effective promotion, publications closely related to business (e.g. Forbes, PulsHR, or eGospodarka) as well as women’s portals (including Glamour.pl, Sukces Pisany Szminką, and Imperium Kobiet) wrote about the report. The ALEO publication also echoed on social media: it was shared by the Vice President’s of Poznań Facebook fan page and feminist organizations such as the Polish Women’s Rights Center and Wielkopolski Kongres Kobiet, among others.
The success of the report proves that a properly planned creative campaign can bring results even with a relatively small budget. Using reliable data from publicly available sources, we were able to create a unique and comprehensive piece of content that helped strengthen our client’s brand awareness, and promote the brand among new audiences and obtain links from recognized websites.