Despite being a global leader in conveyor and processing belts, Habasit AG faces significant challenges in effectively communicating the value of SeleCalc to its niche audience of engineers. Current marketing strategies are insufficient in highlighting the advanced capabilities of the tool and its potential to enhance belt design efficiency. This gap underscores the need for a more in-depth and strategic content marketing approach to effectively showcase the benefits of SeleCalc. To address this, the thesis developed a tailored content creation and marketing strategy.

The approach included qualitative interviews with key stakeholders, including a technical support engineer and two content marketing experts. Insights from these interviews guided the development of engaging video and swipe posts optimized for platforms such as LinkedIn and technical forums. Strategic planning was critical, using tools such as FHNW's Integrated Communication Management, AIDA, Customer Journey Touchpoints, and Marketing Campaign Planning Canvas. This framework ensured that content was aligned with clear objectives and effectively met the needs of the target audience.

The research findings provide a strategic framework for improving Habasit's marketing efforts. By focusing on high-impact video content and dynamic swipe posts, the proposed strategy is designed to increase SeleCalc's visibility and user engagement. This approach not only highlights SeleCalc's technical advantages, but also addresses the practical needs and preferences of the target audience. Furthermore, the plan ensures continuous content optimization through the use of advanced analytics and user input, thereby cultivating stronger relationships with potential customers. The implementation of this strategy is expected to significantly improve SeleCalc's market penetration, increase tool usage, and ultimately contribute to Habasit's long-term success and market expansion. In addition, the strategy will help build a stronger brand presence and establish Habasit as a pioneer of innovative solutions for the industry.