Achim Trude, CEO & Founder of Tridion benefits GmbH, tells us about content marketing.
First of all, how are you and your family doing?
Achim Trude: Fortunately, everything has gone well with my family and me so far. Everyone is healthy, and that’s the most important thing. My team has also weathered the Corona waves well, and thankfully everyone is doing well.
Tell us about you, your career, and how you founded Tridion benefits GmbH.
Achim Trude: The origins of Bendesk and the company tridion benefits GmbH go back several years. I first studied international business at WHU and then in Maastricht and founded two tech and HR sector companies. In the process, I noticed that there are many employee benefits such as meal allowance, daycare allowance, job bike, or company pension scheme, but hardly anyone knows how these can be combined or even aggregated in a legally secure way. My team and I have developed a product that conveys exactly our values: With Bendesk, we want to enable companies to offer benefits in a legally secure and simple way and communicate them transparently. The benefits should meet employees’ individual needs and expectations and thus sustainably strengthen employer branding.
How does Tridion benefits GmbH market its product/services online?
Achim Trude: Of course, we have our website where we comprehensively present our service and product, as well as various social media channels. We also work a lot using campaigns and placing posts via content marketing on different platforms on social media. It is always important for us that our expertise is highlighted and that we can position ourselves as thought leaders. We rely on a good mix of paid and owned content marketing across as many channels as possible.
How the coronavirus pandemic affects your business, and how did you get through it?
Achim Trude: Of course, a lot has changed in corporate area benefits during the Covid-19 pandemic. In particular, benefits that previously played a major role, such as a travel allowance or a job ticket, have faded into the background. Fortunately, topics such as the company pension scheme have become increasingly important for people. This is a topic in which we are experts and for which we have been trying to create more awareness for a long time. Even though normality is returning, we have found ourselves that preventive benefits, in particular, are playing an increasingly important role for the employees. That’s why we now also offer company health insurance and occupational disability insurance.
Nevertheless, we have to admit that we are more in demand than ever as a general digital enabler and can consider ourselves lucky not only to realize constant growth but even to accelerate it!
What specific tools, software, and management skills are you using to manage your online marketing?
Achim Trude: In marketing, our work is generally driven by data and campaigns on our online marketing platforms. Concrete tools in our daily work are, for example, Hootsuite or Canva, with which we can do active social listening, campaign planning, and design.
Who are your competitors? And how do you plan to stay in the game?
Achim Trude: Either way, our strong provision-oriented expertise sets us apart from the competition in the Benefit market. We would like to expand this USP further and convince not only in pension benefits but also in all benefits with our experience and unique personal service.
Your final thoughts?
Achim Trude: We as a company are emerging stronger from the pandemic so far. It enabled a multitude of opportunities and showed us the essentials on which we should focus and what our customers expect and value from us.
We continue to anticipate strong growth, which we approach with cautious optimism so as not to put too much pressure on our organizational system. We hope that we will succeed in developing not only our company but also the individual employees flexibly and sustainably. This will enable us to prepare for a future that holds great things in store for us.