Thought Leadership Drives Leads for Boral TruExterior
As an entirely new material, Boral TruExterior® Siding & Trim needed to provide content to building professionals to earn their trust. With the help of True Digital Communications, Boral’s Content Library came to life and continues to produce results.
Made with a proprietary poly-ash technology, Boral TruExterior® Siding & Trim is unlike any other exterior product on the market. But as an entirely new material, Boral had to earn the trust of building professionals. Along with traditional digital advertising and marketing campaigns, the brand needed a content plan covering installation, design trends and other timely topics to influence decision makers in the space.
True developed the Boral TruExterior Content Library and developed a content distribution plan. Social media, email and digital advertising were all used to connect key audiences to the materials. To ensure audience interest, the content plan balances Boral TruExterior information, such as new product announcements and case studies, with industry-related, resourceful topics such as exterior design trends, event coverage and sales strategies. More importantly, the tool was designed to pull users through to key conversion points and drive leads.
Traffic to the new resources continues to increase month after month. More importantly, of all users who view the Content Library, more than 15 percent complete one of Boral TruExterior’s identified conversion actions, increasing overall leads and lead quality.
As a secondary benefit to thought leadership and increased leads, True leveraged internal linking to help Boral TruExterior increase ranking for its portfolio on non-branded keywords. Within the first three months of the program, organic visibility increased by more than 25 percent.