- +40%
Boral Building Products Success Story
Leveraging Owned Content to Appeal to Diverse Audiences
About Boral Building Products
Boral is the largest vertically-integrated construction materials company in Australia. Our network includes prized quarry and cement infrastructure, bitumen, construction materials recycling, asphalt and concrete batching operations.
Boral employ about 7,500 employees and contractors across our operations that span more than 360 sites nation-wide.
For more than 75 years Boral ’ve been building something great in Australia – rarely a day goes by that you wouldn’t pass one of our sites or trucks, enter a building, use a road, bridge, tunnel, footpath or other critical infrastructure that our people and products have helped enable.
The challenge
With 11 exterior brands under its umbrella, Boral Building Products was seeking new ways to reach its diverse customer base of two-step distributors, pro dealers, builders and remodelers, and homeowners with products news and information without overwhelming them with unnecessary content or too much promotion.
Opportunity
The Phoenix Coderex team developed a content plan designed to balance most of Boral Building Products’ brands while appealing to its vastly different customer bases. Using a central blog and individual brand blogs as the content platforms, True crafted a schedule of up to four articles each month with coverage across or related to its high-profile brands. Leveraging educational-style content, including trends, projects, sales strategies, industry news, and production solutions, positions the manufacturer as a resource while still delivering product tie-ins and clear calls to action.
Approach
Traffic to the blog is supplemented by a series of monthly newsletters with content and company news curated specifically for each distinct customer segment. This approach ensures timely delivery of information in a manner most efficient to the customer along with a steady drumbeat of traffic back to the website.
- Search engine optimization (SEO)
- Content Strategy
- Content Development
- Content Marketing
Services Used:
STRENGTH IN NUMBERS
Phoenix Coderex impact
Since partnering with Phoenix Coderex, Envision Outdoor Living has witnessed a significant surge in organic search traffic to their website, resulting in higher conversion rates. In 2023, Boral Building Products’ two-step, dealer, pro, and homeowner newsletters have achieved average open rates and click through rates well above industry norms.
“Phoenix Coderex has been wonderful to work with. There was a whole team behind getting my project done, and I got to be a part of it. There were no unpleasant surprises, and I was kept up to date through the entire project. I really couldn’t be much happier with how the site has turned out.”
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increase in organic clicks
increase in website click-through-rate
Click-Through Rate
