New head of KHL’s Content Studio discusses how people make decisions on what to buy
27 February 2025
KHL has appointed Jon Abrahams to head up its Content Studio division, as the team makes final preparations for this year’s Bauma exhibition in Munich.
Jon Abrahams, Head of KHL Content Studio
Jon comes to KHL with 25 years’ experience as a marketing strategist. Having worked with both startups and Fortune 500 businesses, Jon bring his deep understanding of audience behaviour and the trends that are shaping the development of content marketing to bear on the construction industry.
“I am fascinated by how people decide what to buy,” he explains, “by understanding the psychological influences behind these decisions, we can best compel the changes in behaviour we’re looking for. This keen interest has shaped the way I approach content marketing.
“One of the most effective strategies we use is inspired by the exposure effect—the idea that people develop a preference for things they encounter repeatedly.
“Instead of pushing hard sales messaging, we create a content campaign that offers unbiased industry insights without a direct sell.
“Over time, this builds trust and positions our client as the go-to authority in their space.”
Creative content for Bauma and beyond
Jon is hitting the ground running with Content Studio, as it prepares to assist Bauma exhibitors looking to strengthen their existing marketing campaigns.
In a recent interview, Jon outlined his broader plans for Content Studio and explained how adding a content strategy to the marketing mix can help businesses large and small position themselves as respected industry experts, to ensure continuing growth and success.
He said providing added value to customers without a sales message, is the foundation of every successful marketing strategy - making everything else within the marketing mix work that much harder.
“If you deploy a content strategy, that positions you as a thought leader,” he added, “you’re rewarded with increased visibility and you ultimately become the first trustworthy choice when your buyers are ready to buy.”
Jon and the Content Studio team will be at Bauma between April 7 and 11, for consultation meetings, which can be arranged via the KHL stand (Stand 401 in Hall B5).
CLICK HERE to watch the full interview with Jon and hear his thoughts on content marketing.
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