Knowledge base for the emergency lighting trade association

The NVFN is the leading partnership for emergency lighting professionals in the Netherlands. Members of the association are manufacturers and companies that are dedicated to producing and installing emergency lighting and emergency lighting systems. Safety comes first at the NVFN and the association promotes cooperation and knowledge sharing within the sector to increase the quality of emergency lighting and thus increase safety in emergency situations. Through information and promotion, the NVFN wants to increase safety awareness among stakeholders, with attention to service and maintenance. Another important objective of the association is to provide clarity in the field of regulations and standards by influencing them.

The NVFN has reinvented itself and has come up with a strategy that focuses entirely on the outside world.

Analysis

The NVFN first gave a good picture of what was there. It quickly became clear that the organization's brain is stored in so-called knowledge sheets. These are PDF files that the NVFN releases regularly, in which laws and regulations are translated into practice, so that all stakeholders in this industry have a clear picture of what is and is not intended. Unfortunately, this tool is less suitable for attracting organic traffic to the website, something that is a goal of the NVFN. In addition, the content of these knowledge sheets does not sufficiently match the keywords that the target group uses.

Strategy

The content of the knowledge sheets has been rewritten to better match the keywords that suit the target group. Extensive keyword research has been done and the content of the knowledge sheets has been optimized to meet the information needs of the target group.

Technique

The NVFN website runs on WordPress. The big advantage of this is that it costs little to use this system, while the performance and usability are enormous. In addition, WordPress is ideal for SEO. For example, with the Yoast plugin, it is quite easy to optimize a web page for Google. This, in combination with the Avado Website Builder (Drag & Drop), ensures that the appearance of the homepage and underlying landing pages can also be easily adjusted, so it takes little time to build or optimize pages.

Content

The revised knowledge sheets have now been published and can easily be found via search engines. This optimization attracted more organic traffic to the website and thus achieved the NVFN's marketing goals. We're constantly optimizing this content to make sure it stays up to date. In addition, there is a content schedule that regularly shares important updates from the industry. We share this information in the form of blogs and this information is also shared via relevant social media such as LinkedIn.

At an industry association, there are many stakeholders to take into account. Each with their own interests. By involving them extensively in optimizing the website and by asking for feedback at the right times, we managed to achieve an end result that makes everyone feel satisfied. During the members' meeting, it was therefore explained in detail what exactly was done for them and what this means. It also showed where organic traffic has increased and what consequences this has. In addition, it showed what content planning applies for the coming year and what NVFN members can do when it comes to increasing the visibility of the trade association. After this first collaboration, a lot of follow-up work has been done.