Digital PR & Marketing

Chewy, a pet food and goods retailer, faced the challenge of growing its brand awareness and sales in a competitive market. Despite being acquired by PetSmart for $3.35 billion just six years after its launch, Chewy's traffic analysis revealed that 70% of its content was informational rather than sales-oriented. To address this, Chewy focused on increasing both mental and physical availability. They optimized their content strategy by ranking for core sales terms while also creating a wealth of informational content that kept them top-of-mind for consumers. For instance, their page on dog names generates thousands of searches, effectively capturing potential customers at the top of the funnel. This dual approach not only enhanced their visibility but also solidified their position as a go-to resource for pet-related information, ultimately driving sales growth.

The Daily Harvest, a DTC smoothie and food company, leveraged the concept of the "messy middle" in their content strategy to enhance brand visibility and consumer engagement. By ranking for informational search terms and appearing in the "People Also Ask" sections of Google, they effectively reached potential customers during their exploration phase. This strategy allowed Daily Harvest to build mental availability by answering common questions related to their products, thus positioning themselves as a trusted source in the food industry. Their focus on creating content that resonates with consumers at various stages of the buying journey has been instrumental in expanding their customer base.

Huel, a nutritional product brand, faced the challenge of brand recognition in a crowded market. To combat this, they developed a comprehensive SEO strategy that included a detailed 8,900-word customer review page, which ranks highly for Huel reviews. Additionally, they targeted the "messy middle" of search by creating content around common queries such as "Is Huel Good for Weight Loss" and "Huel recipes." This approach not only captured the interest of potential customers researching the category but also helped to cultivate a community of superfans. By effectively addressing consumer questions and concerns, Huel has successfully laid a strong SEO foundation that drives traffic and brand awareness.

Warby Parker, a prominent glasses brand, has mastered the art of content marketing to generate significant organic traffic. With 2,714 pages of content, they attract approximately 1.5 million visitors per month, equating to a PPC equivalent spend of nearly $2 million. Their strategy involves creating content that answers a wide array of questions related to eyesight, ensuring they remain relevant to consumers even when they are not actively in the market for glasses. This extensive content library not only drives traffic but also integrates advertising opportunities, effectively converting visitors into customers.

Ice Barrel, a company specializing in cold water therapy solutions, capitalized on the growing trend of wellness and recovery. By creating informative blog content that addresses the benefits of cold water therapy, Ice Barrel successfully reaches consumers who may not be in the market to buy immediately but are researching the category. This content strategy has significantly scaled their traffic and brand exposure, contributing to reported revenues of $3.8 million. By positioning themselves as a resource for information on cold water therapy, Ice Barrel effectively engages potential customers and fosters interest in their products.