Customer Story: Char-Broil
Char-Broil Increases Traffic 110% with Content and Conductor
Since 1948, Char-Broil is one of America’s favorite grill brands, with a line of gas, charcoal and electric outdoor grills, roasters, and smokers.
Char-Broil’s team launched a content marketing initiative designed to continually engage with potential customers by using targeted content throughout the entire customer journey. With infinite topics to choose from, they needed a technology to show them what consumers were searching for, what content would have the greatest impact, and how to measure their success.
"It’s a huge missed opportunity to only engage with our customers when they are ready to buy a new grill, which happens every 4-8 years. We want to be their go-to guide for the total grilling experience – recipes, tips and tricks, step-by-step instructions throughout the customer journey."
With Conductor as their market research and content discovery technology, Char-Broil’s team created an editorial calendar around high-value topics and content types throughout the customer journey. In-house and freelance writers created new content and improved existing content based on Conductor Searchlight’s search and customer-intent insights.
"Conductor’s technology empowered us to focus and figure out what content types and topics would have the biggest impact. We use it as an audience discovery platform to drive our editorial calendar."
"We’re big believers in the power of organic content and organic search. Our investment in Conductor’s technology and quality content creation has paid off — we exceeded our organic search traffic goal by a factor of six over last year."