Data-Driven Content Strategy

Our team worked with LAIP to develop a content strategy to shift away from generalized content into targeted content for: 

• International cargo owners
• Regional exporters/importers
• Logistics agents and shipping lines

Our team developed a scalable messaging strategy for international and domestic segments. We also helped LAIP align its sitemap and content to drive higher-quality leads based on data-driven segmentation. We started by understanding the customer base to lay the groundwork for enhancing the website and content structure, messaging, and search performance. 

Workshop Focus on Data, the Customer Journey, and Content Messaging

To meet LAIP’s goals for its digital marketing strategy, we facilitated two workshops to transform LAIP’s website and content from a tool for broad awareness into a digital marketing asset that allowed the company to target potential customers with precision. 

The first workshop focused on developing clear target personas and creating a segmentation strategy. We determined that LAIP’s customers visited the website to quickly gather information to make decisions about logistics. They were interested in capacity, infrastructure, and pricing, and they wanted to compare LAIP to other potential providers in Vietnam. 

LAIP offers low service charges, a massive yard for container storage, reduced logistics costs and time, and many other benefits. We helped create a content strategy to communicate these advantages to cargo owners in the Mekong River Delta region, Ho Chi Minh City, and other international and domestic carriers in Southern Vietnam, as well as China, South Korea, Japan, the United States, and Taiwan. 

We developed a BCG Matrix to segment customers based on size, volume, and market sector, such as textiles, agriculture, or construction. We also segmented them based on their growth potential and how they were driving revenue. These segments would inform service page structure and marketing strategies. 

The second workshop built on our momentum. We started with journey mapping activities in which we created search-to-conversion flows for each key persona and assessed various customer needs during the discovery stage (trust, capacity), the consideration stage (services, security), and the conversion stage (cost, timeline).

Instead of relying on a single message strategy, our team developed zones with core messages for each user group. Each message had a professional, proud, and regionally specific tone with accompanying keywords such as “Southern Vietnam” and “Mekong River Delta.”

Recommendations

Odyyc helped LAIP transform its digital marketing strategy to develop impactful content based on customer segments. Our team created a full customer segmentation map linked to service and sector. 

We tailored messages for specific customers such as high-volume corporates, mid-market logistics agents, and global procurement teams. We left the LAIP team with an SEO-ready site structure organized to enhance the user experience and align with each user’s need, such as container handling, warehousing, or brokerage.

LAIP also received metadata templates and content zoning to improve multilingual SEO.  We provided content templates to build trust and boost conversions, as well as copywriting guidelines with regional keywords for local search optimization.