Genesis Products is a classic American success story, having survived and thrived through the recession, working in an industry known to be associated with the recession’s economic impact, the RV Industry. Genesis Products manufacturers doors and other furniture and hardware for RV’s with advanced materials and proprietary design. As a brand with a rich story, the company was seeking a creative partner to author blog content at scale, delivering consistent inspiration, education and communication on behalf of the brand. Furthermore, the Genesis Products had no existing blog despite a solid website and overall marketing approach.
MarketScale immediately collaborated with Genesis on a variety of approaches and immediately understood the brand and its position in the market. MarketScale next built a blog module, using Wordpress, to seamlessly integrate with the existing Genesis Products website. The blog, would come to be labeled as ‘Expertise’ on the company website. With a robust blog, MarketScale began authoring consistent blog content on a weekly basis with topics ranging from Top Design Trends at NeoCon ‘16 to stories about Genesis’ charitable work to a rendition of the history of its Keysville, Virginia facility. With a consistent approach to content, weekly creative calls, ongoing project management using Asana and an enterprise dashboard tool to measure content performance, MarketScale succeeded in changing the marketing content game for Genesis in 2016. In the 4th quarter of 2016, the effort stood out, as versus the previous year period the overall website saw 44% growth in new visitors, 95% growth in returning visitors, 690% growth in Facebook traffic, 361% growth in LinkedIn traffic and 567% growth in traffic from Twitter, fueled by creative, engaging content.