By: Evey Guest 

The importance of establishing a favorable online presence continues to gain traction among corporates, with every other company launching a Facebook or Twitter page in a bid to remain relevant and keep up with the digital trend. The same applies for logistics companies; firms specializing in moving cargo from one point to another, including specialized storage solutions, freighting across national borders, transportation involving different mediums, and so on.

For such companies, creating an online identity involves selecting a niche or creating one for themselves. Essentially, this means deciding on which direction to take the brand in cyber space: for logistics firms, this can mean taking a serious, straight-laced approach to online content tailored for logistics professionals, or relying on creative articles tied back to logistics to attract clicks even from the general public. In some cases, companies may also attempt to execute a balance of the two.

The tone of the online content directly determines the promotional strategies executed in popularizing the brand. For more serious articles with a technical focus, links can be distributed across business to business platforms, academic platforms with a logistics slant and other such professional virtual spaces where like-minded executives are likely to spot them, including LinkedIn. More “fun” articles can be marketed as viral pieces with more avenues available: themed articles can be submitted to websites dealing with the chosen theme e.g an article relating logistics to import of fresh food products can be tied in with cooking websites as a specialty piece on tracking the origin of food. More common social media platforms such as Facebook and Twitter will come in handy as the purpose of such articles, more than focusing on logistics, will be to make them as “shareable” as possible.

The key factor to consider in setting up web content platforms, therefore, will be the image you wish to portray of your brand: would you prefer to position the company as an entity to be taken seriously and used for reference, or as a customer friendly, interactive body?

Good web content for logistics companies provides a huge boost in terms of disambiguation of services. Ask the next person who walks into the room to define logistics, we’d be willing to bet our wireless router they will be hard pressed to respond. The broad nature of the concept of logistics makes it necessary to help potential customers understand what it is, why it is important and why they would potentially need it.

Maintaining interesting article directories online is also beneficial to logistics companies by providing a platform for in depth marketing of firm products and services. Web content writers can be utilized to craft attractive articles about the offerings of a given logistics body, providing exposition on what the company can provide in an interesting and engaging way. This increases memorability of the firm’s marketing pitch since readers are more likely to remember corporate information if it also entertained them.

Logistics companies can also take advantage of SEO content writing to drive more readers to their websites or blogs. SEO here refers to “search engine optimization”, meaning key words are written into the online articles, ensuring the given article appears among the top results when anyone uses a search engine to look for related topics, in this case, logistics. The services of freelance article writers or article writing services can be employed in order to get prime pieces that serve the purpose. Similarly, professional article marketing services can be utilized to help direct traffic to articles.

Excellent online business articles can also be used to help shape the image of the brand and establish their reputation as experts in their field. Having well written technical articles that comment on key logistics issues, practices and technologies showcases the professional competence of the company, positioning them as being well aware of the best ways to go about carrying out their business. Becoming the online point of reference for all things logistics, companies can be parlayed into profits as customers are likely to associate this theoretical knowledgeableness with efficiency in real life operations.

Well executed website content is also useful to companies seeking to give themselves a warmer, more approachable online presence. The image of a distant, rigid, cold corporate entity can be tempered with human interest pieces that are related to the company or industry, allowing a more human interaction to be initiated with readers and potential clients. Firms can have internet content providers tailor articles for this purpose, such as articles about how best to ship fragile gifts during the festive season or coverage of corporate social responsibility projects undertaken by the company.

With logistics being a relatively unpopular arena online, and most companies having minimal social media involvement, dragging the industry into active web-based activity can be compared to teaching a dinosaur to ride a bike: potentially exhausting, often difficult and likely hilarious, as anyone that has attempted to explain Twitter to someone above the age of 60 can attest. With our hand guide above, however, it should be a piece of cake. Happy writing, everyone, we wish you the best of luck.