Archive for the ‘Content management’ Category

Fine-tuning case studies to attract prospects

January 21, 2014

Many companies view their projects and case studies from their own point of view and typically reference the product name and location prominently in the title and the opening paragraphs of text.

Does this approach resonate fully with prospective buyers or is there more you could be doing to maximise your conversion opportunities?

Of course, a good bank of case studies are like a portfolio of work – they demonstrate where when your products have been installed, how long they have stood up to real-world use, the types of building you have worked on and the sectors you may specialise in.

But does this help the architect, landscape architect, engineer or interior designer – the people you are trying to target for your next project – find out how you can help them with the problem they are working on now?

Case study / project pages that have the product name and the building / location strongly foregrounded in the title and text tend to be discovered by people researching the specific products and locations that are referenced.

If a specifier knows you or your product, they will search for the brand name or your company name. If they are researching a particular building or location, they will naturally search for that location. Think about two example case study titles below, who they are likely to be found by.

  • Narrow: “Glasgow Commonwealth Games”
  • Still limited: “XYZ street furniture, Glasgow 2014 Commonwealth Games”

Public realm seating in Camden resolves urban challenges

There is a large pool of designers, specifier and buyers who don’t know your product, are undecided about what to use, or are looking for an alternative to what they used last time. These people may search for their requirement, such as ‘street furniture for regeneration’ or ‘street furniture for place-making’.

  • Better; references the benefit: “Street furniture for Glasgow regeneration area”
  • Better still; benefit highlighted more prominently: “Using XYZ street furniture to regenerate Glasgow”
  • Best; appeals to specifier searching for similar solution: “How XYZ street furniture created a sense of place”

If you can highlight the requirement in your case study title, or at very least the benefits of the product, this will help people in a similar position, who have a requirement to fulfil. In your case study text, it is also important to summarise the consultant’s project brief, or the problem that the client was trying to solve. In a previous post, we provide tips on how  to structure your case study pages on

Case studies address a specific requirement, and at the outset of a project there can be a number of challenges that demand a specialist solution.

Sign in to your content management system and optimise your content now.

Key data: Simple steps to improve your visibility on

October 17, 2013

Our ESI.infoTV series interviewed architects, interior designers and landscape architects to find out how they use to shortlist products for their projects.

Key data is an important element when people refine and filter on to narrow down their search results to find something that meets their requirements.

One of the key things to come out of the video was how filtering systems help a buyer narrow down and compare different products or services – it is all designed to help them make better decisions for better environments. An architect on the Just Practising blog said sites like are invaluable time savers when they need to compare products in one place.

If your key data is not complete, you may miss out when buyers filter and refine their search results on

Follow these 5 steps to check your key data is complete:

Try the following 7 steps to compare your key data and find the gaps

1. Go to and sign in.

2. Search for your company, then select the ‘Products’ tab in your company shopfront.

3. Select one of the information channels (eg products, services or case studies) in your company shopfront.
(below) 1 sign in 3 select channel
4. Filter your results to a single category.
5. Click the ‘Select all” button.

6. Click the compare function.

5 select all 6 compare

7. Look for gaps in the key data to highlight where information can be added.  (below)

On the Compare screen, you can: (1) scroll left and right to compare all your products in a category; and (2) look for gaps in the key data to highlight where information can be added.  (below)

ESI Compare 5. gaps in key data

If you see an entry that is missing key data, select the entry to go to the detail page and click the ‘Edit this entry’ link to complete the missing key data.

You need to be signed in to to see the Edit this entry link. (below)

How to maximise your case studies

August 20, 2013

In a previous post, we looked at the benefits of case studies and why they increase your reach and influence. case study

The structure of a case study entry in the content management system  is designed to help you make the most all of those benefits – of particular importance is the scope of the case study and the details provided in its description.

Below we step through 8 elements of a case study on CMS case study screenshot


Six writing tips that will increase your reach and influence

July 18, 2013

When it comes to describing your products and services on, the ‘running order’ shown in the content management system helps you maximise your visibility and exposure.

CMS screenshot

A  buyer reading a well-structured description of your product or service knows whether you’ll probably be able to satisfy their requirements. If you are, they’ll be prompted to act. That could mean contacting you for a quote or additional information by phone or by email, downloading related literature and files, or simply deciding to use your products or services.

Our approach to technical communication – and the approach that we recommend you take with each of your entries – is based on BS 4940 Technical Information on Construction Products and Services.

Here are six principles to bear in mind:

Use’s Content Management System to extend your reach and influence

June 18, 2013

The Content Management System (CMS) is a useful tool that allows you to promote your brand, products and services whenever you want to.

We have invested a large amount of time and money in developing it, and it is the best Content Management System in our market sector. You can publish detailed information on products and systems, projects and your latest company and product news.

Regular updates ensure buyers are aware of your on-going business proposition. Designers and specifiers are keen to keep up to date with the latest sector innovations and news. We’re keen to deliver that information to them on your behalf. Posting new content will increase your reach and influence in your market sector.


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But I don’t have enough time!

We’re all busy with our day-to-day routines, but some things are worth making the time for. Rich, detailed, accurate information will make a big difference to your brand perception.

Did you know, it takes less than:

  • 5 minutes to create a brand new illustrated entry with supporting downloads.
  • 60 seconds to add a new illustration and make it your gallery image.
  • 60 seconds to add a new download.

And what’s more, you can see your enhancements instantly.

Time management is a constant challenge for any professional person managing multiple projects at once. Here at ESI, we use systems like Getting Things Done and The Pomodoro Technique to break tasks into small, manageable segments, blocking off chunks of time and eliminating distractions.

How do I manage my content?


Richer content for more page views: an case study

June 18, 2013


Here’s an example of how enriching the content of your entries – breadth, depth, illustrations and news items – results in more entry views…

Priorities for a busy marketing team

The geotechnical specialist, Maccaferri Ltd has a longstanding partnership with The company had started to use the content management system to upload and maintain product information on the website, and members of its team had logged on for our training webinars.

But a busy marketing agenda and lots of channels competing for time and attention, as well as changes in its marketing team, meant that Maccaferri’s product information was not being kept as fully up to date or complete as the company would have liked – 14 of the 25 entries that it had reserved were not being actively used.

We were keen to ensure that Maccaferri had the best possible profile on our website. High-quality content attracts specifiers and generates new business opportunities.

Enriching content step by step


Maximise your visual impact on

May 9, 2013

A picture speaks a thousand words… A truism, perhaps, but the old adage certainly makes sense when buyers are deciding who to work with and what materials to use for their projects. Potential suppliers are often shortlisted on the basis of visual information alone.

In this quick ‘How to’ video, we show you how to make the most of the images in your illustrated entries on Brand new functionality in our Content Management System allows you to re-crop, zoom and drag-and-drop images.

We save three versions of any illustrations you upload:

  1. High quality image for zoom.  The zoom function is enabled if the image you upload is high enough quality, allowing interested buyers to get a better feel for your proposition.
  2. Thumbnail image.  The thumbnail cropped to’s standard size to present you to best advantage in search results and gallery displays.
  3. Standard image for display on your product or case study page.

Follow these simple steps to update your images on

Quick new links to edit your content on

December 13, 2012

If you want to update any of your illustrated entries or content on, then we’ve made it even easier for you to start editing your content at the click of a button.

Once you’ve found the page you want to edit, simply SIGN IN to using your email and password.

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