In 2022, Lowe’s strategically invested in premium editorial talent with deep domain expertise in the home improvement and design sector to elevate its online presence and drive organic traffic growth.
By assembling a team of writers with bylines from top media and magazine companies such as HGTV, Hearst, Conde Nast, Meredith, and more, Lowe’s aimed to produce high-quality magazine-worthy content that resonated with its audience while setting itself apart from competitors. This case study examines the outcomes of this initiative and highlights the pivotal role of premium editorial talent in achieving remarkable results.
Objective
Lowe’s sought to capitalize on the expertise and reputation of experienced writers with content marketing experience to generate premium content that would drive organic traffic growth. By harnessing the knowledge and skills of these writers, the objective was to create engaging, informative articles that attracted readers and improved the website’s search engine ranking positions (SERPs).
Methodology
Lowe’s hired a small team of writers with a proven track record in producing compelling content within the home improvement and design niche to achieve its objectives.
This small but mighty team included Timothy Dahl, founder and editor at Charlesandhudson.com, who brought a wealth of experience and credibility to the table, having contributed to publications such as Popular Mechanics and This Old House. Their writing style, characterized by clarity, conciseness, and a focus on providing value to readers, perfectly aligned with Lowe’s editorial goals.
Within a span of three months, Lowe’s new editorial team produced 64 articles that averaged 800 to 1000 words and 5 to 15 photos.
Results
The collaboration with premium editorial talent yielded remarkable results for Lowes.com:
- September 2022: Organic traffic stood at 22.3 million unique visits, representing the baseline performance before the engagement of premium writers.
- November 2022: Witnessed the highest organic traffic recorded outside of pandemic anomalies, with a surge to 33 million unique visits. This substantial increase of over 48% within three months underscores the positive impact of leveraging premium editorial talent on organic traffic growth.
Source: AHREFS
Key Factors Contributing to Success
- Expertise and Credibility: The writers hired by Lowe’s brought a wealth of domain expertise and credibility. They had established themselves as authorities in the home improvement and design sector through their contributions to top-tier publications. Their insights and knowledge added immense value to the content produced for Lowes.com, resonating with the target audience and fostering trust and credibility.
- Quality and Relevance: By enlisting writers with a keen understanding of the industry and its audience, Lowe’s ensured the creation of premium informative and engaging content. Articles were tailored to address readers’ interests, concerns, and queries, enhancing their relevance and appeal.
- Strategic Execution: The collaboration with premium editorial talent was executed strategically, focusing on consistently producing high-quality content over time. By maintaining a steady stream of premium articles, Lowes.com remained relevant in search engine algorithms, driving sustained organic traffic growth.
Call to Action
By hiring a premium editorial service, brands and retailers can position themselves to achieve similar and relative results in driving organic traffic and enhancing online visibility. With a proven track record of producing premium content that delivers value to readers, Timothy Dahl brings a unique blend of expertise, credibility, and writing proficiency.
This case study underscores the importance of investing in premium editorial talent to achieve digital marketing objectives effectively.