Thanks to the OGSM model (Objectives, Goals, Strategies, Measures), we created a clear focus: in 2025, thisiseindhoven.com will be the inspiration platform for your personal Eindhoven experience, whether that's about visiting Eindhoven or starting your career. To achieve this moonshot, we started with a couple of changes: adding to and updating the 150 most essential content pages for an engagement rate of at least 80%, improving the flow of the website, cleaning up existing content, and expanding the German content pages.
Less is more
There are plenty of topics to create fun content about. But is that also the "right" content? Where we used to create more current content (for example, what parties are on in March?), we started to look even more closely at what content is relevant to the target group; what do they really need? From audience research and customer journey sessions, we know the answer to that question better and better. This conclusion means that for some target groups, we produce less content. Instead, we opt for a more substantial basis, which consists only of 'relevant articles' and is always up-to-date.
The top 150 content pages (a target number of pages consisting of the most visited pages and most important topics from the customer journey) gave us insight into the importance of the pages and what content is still missing. This year, we looked critically at the topics and themes that could still be missing. For example, the focus for our tourism target group today is on a sustainable visit. For this, we developed appropriate pages such as the plan your trip page and tips for a sustainable visit. For students and newcomers, we created content about moving, settling down, and feeling at home in Eindhoven.