Rutland is a leading global supplier of door closers. Its cleverly designed door closers contribute to safe and attractive building environments.

Rutland’s products feature on millions of doors within venues worldwide, ranging from Buckingham Palace, Goldsmith’s Hall in London and Birmingham’s landmark library, to Westfield Stratford Shopping Centre and the National Bank of Kuwait.

The requirement

As well as providing Rutland with a new brand platform and website that would enable it to clearly stand out from the competition, the client also required a bank of regular, ongoing content that engaged its target audience.

I put together a dedicated content plan that engaged Rutland’s key personas and contained a wide mix of different content types (including eguides, blog posts and infographics). I also helped produce the copy each month.

The content

The content I produced was not only tailored to the persona, but where they were in their customer journey, for instance, the top, middle or bottom of the funnel.

In particular, one of the pieces of content I wrote was a middle of the funnel eguide specifically aimed at providing architects and specifiers with practical advice on specifying door closers.

The results

I produced an eight-page guide that contained benefit-led messaging and tackled the main challenges faced by architects and specifiers, head on. Taking this approach ensured that the guide would resonate with the target audience by providing them with information that’s of use to them rather than giving them the hard sell on Rutland’s products and services.

The content helps architects and specifiers select efficient and compliant door closers (two of their main pain points) while subtly reinforcing Rutland’s industry-leading knowledge and expertise.


* I worked as senior copywriter/senior content manager on this client alongside the team at Cognition.


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