Bebat: from edutainment to thought leadership

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Bebat is known all over Belgium as the company that collects discarded batteries for recycling. That’s definitely a good thing. However, Bebat is also a lot more than that.

Bebat could play a big part in inspiring other Belgian companies to adopt a sustainable way of doing business and to invest in the circular economy.

To reach that goal, we had to build and nurture Bebat’s expertise and reputation among stakeholders and decision makers.

Bubka being Bubka, we found a way to do so through a cutting-edge content strategy for Bebat’s LinkedIn page.

Different content for different results

Bebat is already very active on Facebook and Instagram, successfully spreading edutaining content to its followers. Engaging with a more professional target audience on LinkedIn obviously requires a different mindset.

In order to change the stakeholders’ behavior, we wanted to do more than “educate”. We want to inform, inspire, teach and engage in meaningful debate.

We collected as much input from Bebat as we could and decided on 5 different content clusters in which the company has a proven expertise: Company and culture, Innovation, Sustainability, Partnerships and e-Mobility.

However, it would be foolish to start sharing content randomly. First off, we drew up an evidence-based set of 7 best-practice rules for each and every new content piece.

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Bubka’s 7 best practices for LinkedIn

  1. Teach the target audience something
  2. Make the content engaging
  3. Build triggers to generate reaction and interaction
  4. Focus on people
  5. Follow trends and newsworthy content
  6. Don’t be afraid to voice an opinion
  7. Showcase innovation

A different style for the same company

On top of these best practices, we also gave Bebat a slightly different look and a very different tone-of-voice on LinkedIn than we do on other platforms.

The Bebat logo and color schemes, however, remained very recognizable in every image to retain fluency throughout the communication.

More importantly, we added a certain level of corporate journalism to the creative formats. This helps us to engage with a more professional target audience by addressing them on their own level.

By treating the target audience as equals and by not shying away from technical terminologies, we inspire change rather than “preach”.