How tado° expanded niche energy content to 7+ markets with a lean team
- Expanded content production across 10+ languages, supporting European market growth.
- Increased content output for promotions and campaigns, covering key events like Black Friday across multiple markets.
- Long-term strategic partnership sustained collaboration over four years, providing a scalable content solution that adapts to tado°’s evolving needs.
tado° is a smart home energy management company, providing intelligent solutions for household energy efficiency.
- Localisation
- Copywriting
- Design
An experienced marketer will tell you that expanding into new markets takes more than just a great product. Success hinges on delivering the right message to the right audience, something tado° knows first-hand.
Its growth across Europe depended on a content strategy that not only spanned multiple languages but also truly connected with local audiences.
For tado°, a leader in smart home energy solutions, market expansion meant shifting from selling smart thermostats in Germany to offering full-scale energy management solutions across Europe.
But as they grew, they faced a key challenge: producing high-quality, localised content at scale without overburdening their internal teams.
We were transitioning from a smart thermostat brand to a full home energy management company. That meant a shift in our messaging. We needed content that wasn’t just translated but truly resonated with customers in different countries.
Initially, tado° worked with traditional translation agencies for localisation. However, this approach lacked personalisation, industry expertise, and a deep understanding of their brand voice. Their content needed to do more than exist in multiple languages—it had to engage, convert, and build trust with audiences in each market.
We used a translation agency where we just uploaded documents and got a translation back. There was no personal connection, no strategy behind the content, and no way to ensure consistency.
tado° needed a scalable content solution—one that allowed them to grow efficiently, maintain high quality, and ensure messaging felt natural and engaging in every market.
Read also: Create and localise content like a pro: 5 key tips
tado° was searching for a content partner who could scale production across Europe while ensuring quality localisation, not just basic translation. They needed niche expertise in the energy sector to ensure that the messaging was both accurate and relevant.
Balancing volume and consistency
Expanding across multiple countries while maintaining a consistent brand voice was a major challenge. tado° needed a partner who could go beyond translations and provide strategic content solutions that adapted messaging for different audiences.
Their internal marketing team was already managing content in English and Dutch. Adding several more languages proved overwhelming, stretching their resources thin.
“We received feedback from internal teams saying, ‘This doesn’t sound natural in my country.’ Translations were technically correct but didn’t feel like us.”
Navigating high-impact campaigns
tado°’s content needs became even more demanding during major events like Black Friday, where timely, high-quality content was essential. They needed a structured, efficient process to scale without compromising quality or missing key deadlines.
Managing content in multiple languages at once also required an expertise level that their internal team couldn’t handle alone.
Evolving beyond smart thermostats
As tado° expanded its offerings from smart thermostats to comprehensive energy management solutions, it needed content that reflected this evolution and helped customers understand the new benefits. This meant creating content that was not only informative but also trust-building across different markets.
The company also lacked a clear, structured workflow for content production. Juggling multiple content requests for different markets made it difficult to stay on top of deadlines.
“We needed a partner that could provide structure, safeguard content quality, and deliver on time without requiring constant internal oversight.”
Lack of internal localisation expertise
tado° wanted to increase engagement through localisation but didn’t have the internal expertise to tailor content effectively for each audience. This led to generic translations that failed to connect with local consumers.
The solution: how Contentoo helped tado° scale content
Unlike traditional agencies, Contentoo offered a network of industry-specific content experts who understood the nuances of smart energy. Our localisation services went far beyond simple translation, ensuring that each market received content that felt native and compelling.
Building a smooth content workflow
Contentoo helped tado° handle growing content demands by implementing a structured, efficient workflow.
A game-changer was integration with Google Docs, which allowed for real-time collaboration and feedback, significantly improving efficiency.
“We work exclusively in Google Workspace, so the ability to upload and review content directly in Google Docs made everything seamless.”
Free resource: your ultimate content workflow checklist
Scaling without losing speed or quality
Speed was another crucial factor. With multiple campaigns running simultaneously across different countries, tado° needed high-quality content—fast.
Contentoo’s scalable content model allowed them to outsource and produce localised content quickly, ensuring campaigns launched on time.
“If we need something urgently, we know Contentoo can deliver. They’ve always been flexible and responsive.”
Onboarding industry-specific freelancers
One of the biggest advantages was access to a network of freelancers with niche expertise and experience in energy technology. This allowed tado° to scale content production without adding pressure to their internal team.
These freelancers became an extension of their marketing team, helping them maintain consistency across all markets while adapting messaging where necessary.
Read: Double your content output without hiring: 5 strategies for scaling content
Matching writers to industry needs
tado° found that working with industry-matched freelancers transformed their content. Instead of relying on generalists, they now worked with experts who could translate complex energy concepts into clear, engaging messaging for consumers.
This improved engagement across all content touchpoints, from website copy to marketing emails and digital ads.
The results
By scaling their content efforts with Contentoo, tado° increased efficiency while maintaining high-quality, market-specific content.
With a solid foundation in place, tado° is now expanding its content strategy beyond marketing materials. Future plans include creating educational content to inform consumers about smart energy solutions, further solidifying their leadership in the industry.
We don’t just want to sell products—we want to educate people about smart energy. If we do this, Contentoo will be our first call. We already have the expertise on hand, so scaling up won’t be a challenge.
Flexibility in content marketing strategy
Contentoo’s on-demand content capabilities have given tado° the flexibility to adapt its marketing as energy efficiency trends evolve. This ensures they stay ahead of customer needs and market demands.
With a scalable content model in place, tado° is well-positioned to continue its European expansion, strengthen brand authority, and increase customer engagement.
Final thoughts: the power of a strategic content partner
tado°’s partnership with Contentoo has transformed its content production process, allowing it to scale content efficiently, maintain quality, and localise messaging for diverse European markets.
For companies looking to expand into new international markets, the right content strategy is crucial. If your company is scaling and needs high-quality, localised content, a strategic content partner like Contentoo can be the key to success.
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