Content marketing can help small businesses establish trust.

Dive Rite employees knew it was time to get serious about SEO when they realized the company wasn’t ranking in the top 10 results for any of its core keywords. (In fact, it wasn’t even the No. 1 result for “Dive Rite.”) A content marketing campaign helped the business turn around its search standing and boost organic traffic.

Kathleen Byars, Dive Rite’s director of marketing, explained to the Content Marketing Institute that the company’s lack of online presence was harming its ability to make sales. She wanted to update the site with more accurate product information, and at first, she overlooked the idea of using site content to tell a brand story to its tech-savvy audience.

“We wanted a web design that was product focused, not story focused. We didn’t quite get it!” she said.

The first step was taking a content audit of the Dive Rite site, and it was at this point that the team realized it had an opportunity to target audiences’ informational needs with content. Byar opted for a content marketing strategy that not only included SEO product pages, but also provided contextual content that offered site visitors resources while highlighting the need for Dive Rite’s merchandise.

Once its content marketing plan was in place, Dive Rite saw its online visibility spike. Traffic jumped 65 percent, and the reach of the tailored SEO content was far greater (and far more cost-effective) than many of Dive Rite’s other marketing strategies.

“The new website allowed us to cost effectively reach a niche audience with a ‘fringe’ interest, thereby overshadowing more traditional marketing such as print. To reach the same audience via print we would have to buy in at least four to five different magazines, which isn’t possible with our small budget,” Byars told the source.

Byars’ experience is one that seems to be shared by many businesses. As ContentLEAD has reported, companies are spending more on SEO content and other inbound marketing strategies this year as the cost per lead is 62 percent lower.