Case Study: Security Access Systems
Helping a security firm go digital with newsworthy social media content and a website refresh
The client:
Security Access Systems is a family-run business with 25 years’ experience in the security and access sector.
Providing bespoke security solutions and planned maintenance for commercial and private clients, the firm works with a trusted team of contractors across a wide range of UK sites.
The challenge:
Security Access Systems needed to improve online and social media presence to grow the business.
The Greater Manchester firm approached our consultancy to plan and deliver effective content marketing across both channels.
After taking the time to understand their services, current online offering, and growth plans, Time and Tide Content brought in a freelance content specialist to work on the account.
With 25 years of commercial property experience our journalist understands the target market and their operational needs more than anyone.
Working with numerous NCTJ trained journalists gives us the flexibility to select the right writer for each business, one that understands your sector and the right content to drive engagement.
Building the brand:
Having mostly relied on word-of mouth-for new business, it was time to put Security Access Systems in front of their more digitally savvy target market.
Firstly, we took on social media management driving up the LinkedIn following.
Next, we focused on making the brand more current by delivering news-driven thought leadership articles around Health and Safety court cases.
Our approach includes creating regular, diverse, content each week to build up credibility.
Elsewhere, it was time for a website refresh at Security Access Systems.
Our team worked closely with director Martin Keelagher and an external web developer to map out and deliver a better, more streamlined site with an improved customer journey.
With a tight deadline to re-launch before the new year it required a quick turnaround on all content creation.
The Time and Tide Content team provided SEO-focused copy for each key page, design direction on layout and professional imagery to help drive traffic from the commercial property sector.
The human touch:
As a team of trained journalists, we really understand what makes great business content.
We work closely with Martin at Security Access Systems to produce content that is interesting, educational, and unique to their target market.
This includes seasonal blogs like this festive Home Alone piece.
And bringing key milestones to life in a less corporate way.
For example, we delved into the company archives to pull together a piece around the businesses 25th anniversary – a huge milestone.
Our journalist also interviewed Martin to unearth some of the memories and milestones from along the way for a successful LinkedIn campaign.
We’ve helped to develop a tone of voice for the brand which balances family-based values with a seriously impressive client roster, including The Hut Group.
The solution:
Security Access Systems is seeing increased engagement via social media content.
Since taking over the account, followers have risen some 360% in the last 89 days, while organic impressions have rocketed, and engagement increased.
Managing Director of Time and Tide Content Lucy Roue said: “This has been a great first project for the team to get their teeth into, because it plays into our experience as journalists.
“Our work has positioned Security Access Systems as a digitally-savvy, professional, full-service, security firm – with a personality.
“The content has moved away from traditional product-based marketing to more a people-centric approach – working closely with Martin and news jacking recent HSE breaches.
“I think the new website looks and feels fantastic. The content and user journey are much improved, and all credit goes to the collaborative effort working to a tight deadline. Just what we like.”
Time to talk content? Get in touch with Time and Tide Content today
