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Content Marketing Case Study: Dive Rite, Inc.

Overview: Content Marketing Strategy helps respected manufacturer and marketer of SCUBA gear reclaim its rightful place online with improved search rankings and customer loyalty.

Content Marketing Institute Case Study

The Content Marketing Institute is dedicated to providing online resources focused on the "how to" of content marketing. For one of their case studies, they selected Dive Rite's experience with content marketing as a compelling story to share. Download the case study, or read the synopsis, below.

Dive Rite Case Study - 808.2KB Please download the Dive Rite case study. This case study was produced by the Content Marketing Institute.

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Synopsis: The Challenge

We were first approached by Dive Rite in 2004 about their website. They chose to go down a path of an all-Flash website, something that we couldn't recommend. The result was that from roughly 2004 to 2007 their all-Flash website wasn't being adequately indexed by search engines, rendering them all but invisible for any relevant search term other than their company name.

This was compounded by the fact that the all Flash site was nearly impossible to update with new products -- or anything else, for that matter -- a critical need for this inventor and manufacturer of technical SCUBA diving gear.

And as an inventor and a manufacturer, they viewed their role in communications from a traditional marketing and PR perspective. This meant that trade press ads and tradeshows were their primary marketing activities.

The Solution

[+ ZOOM] Dive Rite ad, featuring a photograph by Jill Heinerth submitted through the Dive Rite photo contest.

The first step: persuade the client to think and act like a publisher and to create compelling and resourceful content for their target audiences. This was a prerequisite to engaging with their customers and the ultimate pathway to increased sales.

Specific content was mapped to specific outcomes. A product catalog with quality descriptions and Zoomify-able high resolution images, with a Where to Buy button, was mapped to driving site visitors to dive shops online and offline. An interactive, historical timeline about Cave Diving was created to establish Dive Rite's role as a pioneer in safe cave-diving gear. A Solution Finder, complete with "how to" videos about gear configuration added to Dive Rite's reputation for quality customer support by providing valuable content. And stories by and about some of the world's top technical divers firmly established Dive Rite's reputation as the gear of choice by divers diving in extreme environments.

The Results

Dive Rite has survived the economic downturn and regained its rightful position at the center of the online universe for technical and advanced SCUBA divers. This can be attributed to the following:

• A new media strategy overhaul that focused on quality content development to make DiveRite.com a definitive online resource for the advanced and technical diving communities;
• Dramatic and rapid improvement in search rankings. Dive Rite ranks #1, #2 and #3 in Google search rankings for its primary key terms, and is in the top 10 to 20 search returns for a host of related SCUBA diving terms.
• Content management tools that enable Dive Rite's small marketing team to easily update content and keep site current for its followers;
• Dive Rite now is at the center of a community of dedicated followers on Facebook and other forums and;
• The growth in traffic, community awareness, etc., is mainly attributed to content strategy, search engine tactics and word-of-mouth with a small advertising budget.

In the client's words

Kathleen Byars, VP/Marketing, Dive Rite:

"Our original goal was to update our broken website three years ago. After an agency search, we selected Fusionspark based on their ability to do what we needed, but also to provide strategic input. We didn’t want a website-building agency, but a strategic partner. That decision has definitely paid off for us. It has taken time and man hours – building a community around your brand/business is not an overnight task. It takes diligence and a new way of thinking to keep the team focused on content-building strategies. However, we believe Dive Rite would not have weathered the recent economic storm as well as we did without it. We are positioned for growth while many of our competitors are struggling.

Incredibly, once you plant this content “garden” it starts to bear fruit and you watch as your community begins doing the marketing for you. They announce new information to each other, support each other’s endeavors, give honest feedback and encourage camaraderie around our brand. It’s awesome to watch and now that the foundation is built, we can concentrate on launching specialized content information to reach more niche audiences and create wider affiliation. It’s like a drop in the pool with a wide ripple effect."

Related: Content Marketing, e-Commerce, Social Media, FSM Portfolio

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