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TigerTurf: Inbound Marketing That Really Earns Its Stripes

  • Picture by Sam Bagnall
  • TigerTurf_Vision_03

What’s the difference between synthetic turf and artificial grass? Very little, you might think, but the disparity in search volumes between the two presented WPR with a real opportunity to embark on a content marketing campaign for sector’s UK’s leading artificial grass manufacturer, TigerTurf.
 

The start of 2016 saw WPR tear up the traditional B2B PR rulebook. Rather than simply relying on the sports and landscape facilities trade magazines to showcase TigerTurf’s unrivalled product range and expertise, we focused instead on making the brand’s own website the go-to destination for clubs, schools and homeowners eager to find out more about artificial grass.
 

Through a considerable amount of keyword research, some expert copywriting, and plenty of social media amplification, we went about making the TigerTurf blog an accessible catalogue of helpful industry resources.
 

Each month would see the blog focus on a different artificial grass usage, with a host of keyword-optimised, educational and informative content created to help with specification, installation, and maintenance. From revealing the three most common artificial grass lawn mistakes to offering five reasons why 3G pitches are the future for grassroots rugby, the blog was soon providing the answers to some of the sector’s most commonly asked (and rarely answered) questions.
 

After just 10 months, the campaign had helped to deliver:
 

• A 25% YOY increase in traffic to the TigerTurf website
• A 36% YOY increase in organic search traffic
• A 125% YOY surge in traffic from social media
 

Not only that, but by August, the blog had also been granted CPD approval by the Royal Institute of British Architects (RIBA), such was the quality and value of its content. Praise indeed.
 

As a traffic driver, database builder, and authority booster, the blog has certainly helped the TigerTurf brand to earn its stripes.