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✨ Maitri sprinkled strategy dust on this page…
strategy first, content second
✨ Maitri sprinkled strategy dust on this page…
strategy first, content second
Case note 01 / 13 · Electrical products & manufacturing
Turned a product catalogue into a feed people actually save.
Content strategy · Product education
01 — Overview
Sturlite's content leaned almost entirely on product-led communication — new SKUs, specifications, offer creatives. It told people what existed, never why it mattered or how to choose. In a category where electricians, contractors and homeowners all buy differently, that left the brand sounding like every other manufacturer's price list.
Sturlite was publishing specifications. We rebuilt the feed around education — technical product information translated into posts a buyer or electrician would keep, with pillars that balance usefulness against promotion and position the manufacturer as the knowledgeable voice in the category.
"A catalogue is not content."
The scope
02 — Highlights
01
Electricians, contractors and end buyers read the same product differently. Each pillar was written for one of them rather than a blended, nobody-specific voice.
02
Every specification was reframed as the choice it helps someone make — wattage into room size, IP rating into where it can actually be installed.
03
Two recurring, genuinely useful formats — electrical safety and how-to-choose guides — gave the feed a reason to be followed between launches.
04
A monthly mix that caps promotional posts and protects the educational slots, so the system survives a busy launch month.
What it does now
The feed reads as an industry voice rather than a catalogue — content a buyer or electrician saves and forwards, with product discovery riding along inside the useful posts instead of replacing them.
Capabilities used
03 — Gallery
Brand mark
01 — Format
Carousels
02 — Format
Safety explainers
03 — Format
Selection guides
04 — Format
Product spotlights
05 — Format
Reels
04 — Links
Electrical manufacturing
Lighting and electrical solutions for residential, commercial and industrial spaces.
