In this case study, I will once again introduce you to the real results and power of content marketing . You will learn what your success can look like after several years of regular content marketing activities.
Meet River Pools and Spas or introduce the company
River Pools and Spas was once a small American company that sold swimming pools mainly in the states of Virginia and Maryland. It was founded in 2001 by Marcus Sheridan, today one of the most famous “private” promoters of content marketing in the world.
Originally, the company had no comprehensive marketing plan. Marcus only knew old marketing techniques and expensive “offline” campaigns, the effectiveness of which was poor. One day, however, he came across the concept of cont qatar whatsapp number data nt marketing, and from then on, his life and his company literally changed. River Pools and Spas has become one of America’s largest specialty pool companies and Marcus has become one of the most cited content marketing experts.
How did it all happen? His blog , which he decided to create aft five ways to use hashtags effectively in your social media marketing er reading several articles on content marketing, is to blame for everything.
The problem with old marketing strategies
Since 2001, the company has invested considerable sums in classic forms of marketing. However, with the penetration of modern technologies into our lives and the gradual growth of the company, the p uk data ractices lost their meaning – the prices for marketing campaigns increased and their effectiveness decreased .
Therefore, between 2007 and 2009, Marcus Sheridan decided to invest heavily in PPC advertising. But the results did not satisfy him very much. The more PPC ads became popular, the more expensive they became and the more competitors there were . Getting them to the top of search results required thousands of dollars of investment.
Not satisfied with even this modern online marketing strategy, Marcus decided to look further. And he soon discovered content marketing and inbound marketing .
At the beginning of a new journey
Marcus knew that before anyone would buy a pool from him, they would have dozens, maybe hundreds, of all kinds of questions about pools , their installation, and all related topics. That’s why he decided to start a blog, in which his goal was to describe all the questions that his customers may have before the actual purchase. He already knew most of them himself. He asked his customers and colleagues about the others.