As a leader of innovative paper solutions, Oren International works with distributors and end users from around the globe to fill custom paper needs. Oren specializes in finding paper solutions from specific paper products with exact specs to printed kraft paper with branded logos. They help bring product visions to life. Since 2012, SPROUT Content has worked with their team to boost their online presence, bringing in more leads and sales.
Pink Butcher Paper is well known in the food service industry, especially amongst barbeque enthusiasts. So, when a shortage of the paper appeared in the market, we saw a great opportunity to leverage content marketing for our client, a paper manufacturer who had a large supply of pink butcher paper available.
The shortage did not make headlines in the news, but through talking with our client and knowing their personas, we knew people were looking for the product. Efforts began by developing blog posts around the topic. The blog posts were not a hard push about selling pink butcher paper, but instead informative and interesting topics like:
Each blog post also had a CTA that connected to one of the following:
Each blog was distributed regularly in social media (specifically Twitter and LinkedIn) and over time, they started to gain traction and began to show up on the top of search results for a variety of keywords related to Pink Butcher Paper.
In fact, the company now ranks on page 1 of search results for more than 15 search terms just related to pink butcher paper (see below), heightening visibility for the product and the company. The actual blog posts brought in more than 7,300 views with an average click through rate of 3.2%.
Page 1 Rankings for Keyword Phrases with ‘pink butcher paper’:
As keyword rankings began to improve, traffic to the web page and landing page ramped up as well. The web page has nearly 8,000 views from organic alone with a conversion rate of 4.98%. The only page with a higher conversion rate on the website is the landing page for Pink Butcher Paper, which has a conversion rate of 27.84%. It had 68 submissions and brought in 14 new contacts solely on the eBook offer. In addition, these contacts are now in a more general lead nurturing database and will likely convert on other products now that they’ve connected with the manufacturer.
But the real results are tied to the bottom line. This chart shows the ramp up in sales of Pink Butcher Paper since the content initiative began, bringing in more than $250k on this product alone.