Established in 2000, EROAD provides fleet management solutions for the Australian, New Zealand and North American markets. Their core mission is to help ensure the roads we all travel on are safer and more productive. They do this by developing a range of technology that helps manage vehicle fleets, supports regulatory compliance, improves driver safety, and reduces the costs associated with driving.
EROAD works across every imaginable industry, with customers ranging from small companies with a single vehicle to those with a fleet of thousands.
The task of creating customer-focused marketing content for complex industry-specific technology required in-depth knowledge and understanding. Marketing administrator Phoebe Finnigan explains, “One of our pain points in terms of marketing was having access to someone who could create and manage a long-term content strategy.
“Our inhouse marketing team didn’t have the expertise or time to manage this vital role and get it right. That’s where Theresa has been invaluable. She has taken the time to research our products and industry to a point where she knows them inside out. This has allowed her to develop a strong content strategy that she has delivered on 120 percent."
“We simply wouldn’t be able to create the quality of content that Theresa does at the same pace,” says Phoebe.
EROAD’s New Zealand customer base is very large, and a big part of their marketing strategy is to share the many local success stories with other customers and prospects.
“We’ve got so many different products and trying to explain the various benefits of these to a wide audience is challenging,” says Phoebe.
A powerful way to achieve this is by creating engaging case studies that showcase the product benefits and solutions in a concise yet informative narrative.
“Having worked with Theresa over the past few years, we have developed a strong sense of trust with her. It means we can simply hand over customer contacts to her and know she’ll get in touch with them, arrange an in-depth interview, and put together a brilliant case study that transforms complex product information into an engaging story.”
Every year, EROAD submits entries for the annual Australasian Fleet Champion Awards. The awards are organised through road safety charity Brake through its Global Fleet Champions initiative.
The awards recognise the achievements of organisations and individuals working in the field of road risk management. The seven award categories include Company Driver Safety, Fleet Safety Product, and Safe Vehicles.
EROAD nominates some of their customers who fit the criteria of the awards, as well as submitting their own products for the Fleet Safety Awards.
In 2020 Theresa managed the submissions, writing up the entries for EROAD and its clients.
“We put the project in Theresa’s hands, and she did a fantastic job. We ended up getting a lot of the entries shortlisted, several of which won awards or were Highly Commended.
“This year we have submitted our EROAD Day Logbook for an award category. Theresa put an excellent submission together by interviewing our product manager to get an in-depth understanding the technology and write the submission which has now been shortlisted – along with three of our customer submissions for separate awards.”
As a niche business with a suite of complex and technical products, it can be challenging to find ways to tell the story of those products, and the solutions they offer, in an engaging manner.
Theresa recognised that EROAD had an opportunity to do this by creating informative eBooks that would not only provide a valuable resource for their audience, but also build a strong database of qualified leads.
EROAD initially struggled with the subject matter for their eBooks. And that’s often the case for marketing teams that work within the business – it can be hard to create content that strikes the balance between being technically informative as well as being interesting and engaging.
That’s where an experienced content strategist like Theresa really shines. “I knew there were some interesting stories to tell, it was just a matter of digging deeper, of finding untapped opportunities, and putting in the time and research to develop technical product matter into persuasive stories that resonate with the target audience,” she says.
“The eBooks Theresa has written have been very well received by our audience. They’ve been downloaded many times which provide us with excellent leads,” says Phoebe.
“She’s great at coming up with ideas for new content. She goes beyond the surface level stuff and really digs deep to understand what our company is about and what our audience is looking for.”