Montanus has helped Terma with text and content work since the beginning of 2019. A collaboration that, until now, has offered brochure texts, articles, cases and not least the majority of the texts for Terma’s new website, which went live in March 2021.
The next step for Terma’s content strategy is the production of a podcast. With Montanus’ founder Mikkel Svold as the host, we are looking forward to embarking on yet another exciting project. This simultaneously creates fertile ground for further content production.
Read along and gain insight into the considerations that Marketing Director at Terma, Tonny Heelsberg Pedersen, has made regarding the collaboration, both now and in the future.
We Do Not Prioritize the Resources to Produce the Content Internally.
The collaboration with Montanus started back in 2019 on the basis of Terma’s marketing department’s need to draw on an external copywriter with the right skills.
“Fundamentally, we had, and still have, a need to be able to draw on an external copywriter. We do not have the resources or skills internally to do serious copywriting work.”
After giving Montanus a test task, it quickly became clear that Montanus was the right candidate for Terma.
“I got into a conversation with Mikkel from Montanus 2-3 years ago and quickly found out that he was a good candidate for us. We gave Montanus a task to see if they could figure out how to write in the way we wanted – and they could.”
The important thing in connection with writing and producing content for Terma is to maintain professionalism around their technical solutions and products. A professionalism that Tonny Heelsberg Pedersen believes the team at Montanus manages to maintain:
“The professionalism that Montanus brings is good, and it is clear to see that Montanus is used to writing texts based on complicated material, where the content is not always easily accessible or easily understood.”
Who Is Terma?
Terma Group delivers innovative, mission-critical solutions for the defense and aerospace industries. Terma produces everything from parts for the new F-35 fighter jets to technical solutions for various space projects for the European Space Agency (ESA). While many know Terma for its military products, Terma’s overall purpose is broader and focuses on providing security solutions for individual countries, alliances (including NATO) as well as civil infrastructures such as airports and wind farms
Customer since: March 2019
And although there are occasionally areas that require further and more detailed explanation, the technical material is explained with high textual quality without oversimplifying the content:
“Of course, there will be some things from time to time, where Montanus doesn’t have a chance to get down to all the details, where things aren’t reviewed thoroughly enough in an interview or other little things that we catch along the way. But as a starting point, the technical features are quickly decoded and converted into the benefits associated with these features, which is what we want to communicate. ”
Technically Difficult Material Communicated to Different Target Groups
Especially in connection with the text production for Terma’s new website, work is being done with texts for a number of very different target groups. This task has been approached by Montanus, having interviewed a large number of different profiles within the organization:
“It has been done so that Montanus has been prepared to be able to write the lyrics,” says Tonny and continues:
“We wanted the current knowledge from both some of our most technically oriented people and from our salespeople. The sales staff provide a more commercial perspective on our products and services by explaining what we would like to achieve with the various texts in terms of sales.”
Tonny explains that in the past it was the technically oriented product managers who were responsible for producing the product texts for the website. It was not an optimal solution, simply because the product managers are neither trained to communicate with a commercial mindset nor have time to write.
“For many of those who have been interviewed, it has been a liberation. Instead of having to write the lyrics themselves, they have instead told, through a short interview, what they would like to convey further without having to formulate the words themselves.”
Sparring Partner on Content
Montanus is a sparring partner in relation to both the textual content and how the various texts are best structured:
“In relation to how the texts are structured, we use Montanus as a sparring partner to a large extent. It is Mikkel who guides us along the way in how to structure a text in the right way; which sections come first, where the main point should lie, and how the section should be rounded off. There, he offers his professionalism in the field, which means that our texts are always structured in the right way,” explains Tonny and elaborates:
“What we have agreed with Montanus in advance has been conveyed as we wanted it. Montanus has managed to hit the messages we wanted to get across, while the texts always have a well-thought-out structure, also in relation to SEO. And it is clearly a value in itself that the communication has a uniform tone in relation to our brand. We want to appear professional.”
The Podcast and the Future Collaboration
The future of the collaboration offers some really exciting projects, including the development of a Terma podcast. The goal is a podcast that both helps Terma in terms of brand, and at the same time positions the engineering company as one that is on board with the latest trends.
“It must be a way to brand ourselves. We believe that the podcast is an interesting medium to delve into – at least so interesting that we want to try our hand at it. I think it will give us a lot of value.”
Just the idea of being able to produce extra content from the individual podcast episodes is part of the reason why the podcast is an interesting medium for Tonny and the rest of the marketing department:
“One of the things that really appeals to me as [part of] a small marketing department compared to the size of the company we are, is the range of spin-off content that can be produced on the basis of the podcast. It helps someone like me tremendously to be served content that can be worked on.”
It is precisely the size of the marketing department that plays a role in the decision to go ahead with the podcast idea, as it allows them to produce a large amount of content that they otherwise would not have enough resources to produce:
“If we make a podcast that is transcribed, then blog posts, articles, SoMe posts and other material of that type can be created. For a small marketing department, which is extremely limited in resources in the form of hands and feet, there is great value in this type of solution.”
Since this interview, Montanus has helped Terma create and record their podcast series “Allies In Innovation”. Listen to it here.
We look forward to continuing to create content together with, and for, Terma.