Over 10 years, U.S. Waterproofing—an Illinois business—paid a string of search engine optimization experts $200,000 to generate traffic and links to its site.
The contractors wouldn’t explain their methods, and all that cash resulted in an unimpressive growth rate of 5 to 10 percent annually, says U.S. Waterproofing Vice President Matthew Stock.
Stock’s company is a family-owned business with about 100 employees, but in 2011 he launched an ambitious content marketing campaign that led to an enormous growth in its Internet muscle.
By April 2013, visitors to U.S. Waterproofing’s website had leaped to 30,000 a month, up from 1,000 just 17 months earlier. There are now 4,000 links to the website, up from a mere 300 after a decade of doling out cash to SEO experts.
“And I didn’t pay a dime for it,” Stock says.
Is he strutting and chest-thumping? Not in the least. Anybody can do the same, he says. In a RaganTraining session titled “How content marketing saved my family business,” Stock offered tips that might interest many major organizations as well.
1. Not everyone’s a content producer.