Haufe Akademie – Successful Content Marketing

To generate additional reach Haufe Akademie tested XING Content Ads with resounding success.

Key Performance

19% higher view time
150.000 gross visual contacts
1,25% click rate

Viewtime

Users spent 19% more time on advertised posts compared to those that weren’t advertised.

Visual contacts

Haufe Akademie received more than 150,000 views thanks to the strong opening rates of XING industry newsletters.

Click rate

A click rate of almost 1.25% upon opening XING industry newsletters stood well above the benchmark for comparable campaigns.

Haufe Akademie's claim is to be a pioneer in the development and implementation of innovative learning solutions. They believe that qualification helps people and companies achieve great things together – from success in the world of work to conservation and a fulfilling life.

Established in 1978, they’re a leading provider of workplace-related training in German-speaking regions. Companies, teams and employees can find precisely tailored solutions for their individual challenges within the Haufe Akademie portfolio. Haufe Akademie’s holistic approach to consulting, content and technology makes them unique and is the basis of their promise: to facilitate development.

The challenge

Tapping into additional target group segments in a competitive market to generate additional attention and new leads.

The market for further education and training is highly competitive, with a wide range of providers and offerings. At the same time, the needs of customers are developing and changing, as are the ways in which they seek information and further education.

This complex market situation was one of the reasons why the marketing experts at Haufe Akademie began thinking ahead about ‘reaching target groups’. The company considers evolution a given and simultaneously strives for further development, so it was only logical to be open to new approaches and unused potential.

Tapping into additional target groups was a key consideration, as was increasing the company’s brand awareness among these groups. This in turn increases interest in the company’s training offers and generating leads (namely contact data of interested employees in the HR sector).

The solution

Reach target groups by running XING Content Ads in relevant XING newsletters.

Through consultation with XING, the Haufe Akademie decided on a professional service campaign, with six XING Content Adspublished over a period of six weeks. XING Content Ads are native, daily Fixed Placement ads that can be carefully placed within XING’s 25 different industry newsletters.

Using targeted placement, HR professionals could view the ads in their preferred newsletters among content relevant to their target group.

By clicking on the XING content ads, interested users were taken directly to the corresponding Haufe Akademie blog posts. This way, Haufe Akademie made readers aware of their offerings through the targeted content marketing and presented themselves as a thought leader in the field of human resources.

„Working with XING Marketing Solutions has been a complete success for us. We appreciate their straightforward and goal-oriented approach, which has added real value to our marketing.“

Nicole Städtler, Marketing Managerin, Haufe Akademie

Conclusion

Thanks to the XING campaign, Haufe Akademie were able to general incremental reach within their target group segments and reach their marketing goals.

Throughout the six-week campaign XING Content Ads helped increase reach, create additional reach, and generate high-quality leads by being surrounded by appropriate content. Expressed in figures: visitors increased their view time by 19% compared to similar blog posts during the campaign period.