Empowering tech refurbishers to become Microsoft authorised

Context:

The refurbished laptop and PC market is booming, expected to grow from $12 billion in 2023 to $24.4 billion by 2030. As businesses and individuals seek sustainable and economical alternatives to new devices, tech refurbishers are well-positioned to meet these needs and win more work.  However, one crucial aspect that needs to be considered is … how to ensure that each refurbished device complies with software licensing laws.

As a Microsoft Authorised Refurbisher (MAR), Foxway UK’s cloud-based Windows license injection tool – SMART DPK – allows all refurbishers to buy, manage, and inject legitimate Windows digital license keys into PCs & laptops without complex hardware or in-depth expertise.

In 2024, with 600+ refurbishers active users of the SMART solution, this purpose-driven B2B brand invited Attract & Engage to create a content marketing strategy to amplify global growth even further.

Approach: 

Attract & Engage worked closely with SMART to develop a content strategy, informed by a balance of audience needs analysis and SEO discovery. With the resulting insights, we created a bespoke content programme ‘Learn SMART’ – a content mix of SEO blog and video content distributed via SMART’s owned knowledge hub and YouTube channel.  The content would help SMART DPK become the best educators in their market.  Known for helping refurbishers before selling to them, by giving away as much information and best practice as possible.

In the first six months alone, around thirty content topics were scripted, filmed and edited into bite-sized videos, specially tailored for the target audience. The creative, content and messaging was designed to be clear, approachable, and empowering and foster a sense of community within the audience.  Films prioritise shareability and YouTube videos are optimised for search and visibility through SEO friendly titles, descriptions and tags.

The finished content includes an engaging mix of blogs, ‘live lounge’ panel discussions, technical video shorts and industry insight ‘talking heads’, and when combined, they create compelling content marketing to get SMART’s audience listening, interacting and converting.