At the beginning, we worked out a strategic basis together. In doing so, we developed a fundamental master narrative: Koch Türen puts people at the center, thinks and acts regionally, and picks up on trends. The focus is on wood, love, and knowledge. These basic thoughts run through all brand communication.

But who should and do we want to reach with our communication?

To find out and define this, we developed personas for the B2B and B2C areas. Additionally, the Customer and Employee Journey, including stages, steps, and touchpoints, were analyzed and recorded for the respective target groups. To have a basis for which messages, topics, content formats, and tones are effective for which persona, we created detailed content briefs.

All this serves as the basis for communication.

Content marketing for Koch Türen has the following overarching goals: to generate knowledge, increase brand awareness, build and expand the community, and maintain and strengthen existing partnerships, as they should feel important and supported. To achieve these goals, our content marketing is based on the previously defined strategy and personas. Through our collaboration, different channels are playfully and effectively engaged and supported:

• Social Media
• Website content: inspirational & informative
• Email marketing
• Print media: brochures, flyers, etc.

To reach the target groups, we also use social media. We continuously manage Koch Türen on Facebook, Instagram, LinkedIn, and Pinterest.

We developed a comprehensive social media strategy including a guide. It defines which channels are managed and how, and which target groups can be reached with which content over which channels.
A crucial part of the social media strategy is a theme pool. Overarching themes, either inspirational or informative, are prepared differently for B2C and B2B personas. Themes can be continuously supplemented and adjusted, as we evolve and new opportunities continually arise. Additionally, we can analyze the social media performance over time on the used channels to find out which themes work particularly well and which topics interest our target group but are yet unaddressed. This keeps us moving, enabling us to continually develop brand perception.

Together, we create image and video content for social media, focusing on references, inspiration, and Koch products. People and attention to detail are at the forefront. This way, we can reach our target groups on an emotional and rational level, offering them varied content with added value. For targeted postings, we continuously create editorial and communication plans. This allows us to plan in advance, bring patterns into the content, and ensure diversity. If channels stagnate or grow slowly, we boost individual posts to generate additional followers or page views and support growth.

Koch Türen are an essential part of their customers' homes. To communicate this externally and give personal insights, we worked with Koch Türen references. In summer/fall 2023, we visited several Koch customers in their homes. There, we created content focusing on people and the doors. Through emotional and aesthetic postings, we can convey that the door makes the room. Additionally, these insights serve as great inspiration and demonstrate how diversely Koch Türen can be integrated into spaces. The videos and photos were published with appropriate image captions on social media to inspire and emotionally reach our target groups.

We will continue to use and optimize social media. We want to grow the Koch community. A positive trend in follower growth was already evident in 2023. The goal is particularly to build the Pinterest community. We achieve this through regular posting of B2C reference projects. If necessary, we will also rely on social media boostings in the future, especially on the B2B channels Facebook and LinkedIn.

Together with Koch Türen, we aim to recognize and seize opportunities: be it new topics, tools, channels, or other possibilities. We want to continually analyze what is relevant for our target groups and accordingly optimize our content marketing. We can draw valuable learnings from previous performance and utilize them accordingly.

We constantly ask ourselves: What do our target groups want, and how do we reach them? Accordingly, we create content with added value.