Google+

NT Supply

COMPANY
National Trade Supply, LLC
LOCATION
Greenwood, IN
INDUSTRY
E-commerce
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy consulting
  • Blog writing
  • Website copywriting
  • Copyediting

DiscountFilters.com is an E-commerce website that sells refrigerator and furnace filters to shoppers around the country. It’s just one part of NT Supply, a filter company based in Greenwood, IN, who also specializes in manufacturing their own filters and working with utility companies and contractors to help homeowners and residents save money on all their filter needs. When we first met them, however, the focus was primarily on the E-commerce part of that equation, and tensions were running high.

In the world of E-commerce, success or failure rests firmly in being found on search engines. NT Supply knows this well, and had long adopted a two-pronged strategy to make sure they show up when customers shop for filters: paid search and organic. Much of the marketing departments efforts, then, were split between developing a paid search program that would soundly win them top rankings, while maintaining a budget that would drive enough ROI to turn a profit. On the flip side, NT Supply was focused on regular blogging driven by plenty of keyword research in order to organically win first-page results in addition to buying them. Until we began our work with NT Supply, they had largely trusted one Search Engine Optimization agency to help them with content and technical SEO, but they had often run into problems getting the quality of content from this agency they needed in order to really succeed at their organic play. Things really hit the proverbial fan when Google’s algorithms changed to the extent that most of their content eventually ended up breaking Google’s new rules, resulting in plummeting page rankings that were disastrous for the NT Supply’s bottom line.

Wary of trusting an external source for content again, NT Supply’s Marketing Director committed to building out his own internal resources both to manage paid search and organic SEO content. As he worked to build that team, however, it was clear that he would need help keeping the content pipeline full, and also creating a new, better, more human approach to content that wouldn’t be subject to the whims of Google’s search spiders.

We engaged with NT Supply knowing that our relationship would be temporary, and excited at the prospect of helping them to build a winning content strategy to set things in motion. Our voice and messaging workshop developed into a unique character creation project, in which we took NT Supply’s 30-something different marketing personas and developed a more manageable four voices, each designed to own aspects of the brand and speak to a segment of those broader marketing personas. The process went so well—leading to the creation of a handyman columnist, a health-conscious writer, a frugal shopping expert, and sharp business leader—that these characters ended up becoming the literal authors of NT Supply’s blogs. This helped us to develop truly unique voices and perspectives, and also made it easy to guide NT Supply’s internal staff when thinking about how to write about different subjects in order to connect with their intended audiences for every piece.

Based on that work, we created several editorial calendars and worked to execute that content until NT Supply was ready to take it on themselves. During that transitional period, we also assisted in editing some existing web content, and provided some initial support as NT Supply began developing brand materials for their first-ever line of filters manufactured in-house.

COMPANY
National Trade Supply, LLC
LOCATION
Greenwood, IN
INDUSTRY
E-commerce
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy consulting
  • Blog writing
  • Website copywriting
  • Copyediting

For years now, some so-called marketing gurus have embraced one slick mantra for digital marketing: "Just write great content." We gave this approach a whirl, and it turns out that writing great content isn't all there is to a robust content marketing strategy, but it's absolutely the most important part. Download our case study to learn how we increased Average Time on Page numbers by up to 18 times the industry average, and how you can use analytics to learn what sort of content your audience wants.