Growing a niche audience for a leading timber coatings brand
Discover
Stakeholder workshop, audience insights, interviews, content audit
Plan
Full content strategy, channel selection and launch, organic and paid social media strategies
Produce
Website blog content, project case studies, staff spotlights, social posts (still, animated, video), staff guides
SUPPORT AND MEASURE
Social media channel management and reporting
Objective
Intergrain Trade & Industrial is an Australian manufacturer and supplier of timber coatings. Its products enhance the natural beauty of timber and increase its longevity by protecting it from damage due to UV exposure and weathering.
To engage Intergrain Trade & Industrial’s niche audiences and achieve the business’s key content goals, Content Empire developed a full content strategy and supported the business to launch a brand new blog and multiple new social media accounts.
Leveraging these channels to grow an engaged audience, our strategy aims to communicate and reinforce Intergrain Trade & Industrial’s key messages while showcasing its products, coatings innovation and staff expertise.
Outcome
An award-winning approach to building and engaging a brand new audience
Implementing Intergrain Trade & Industrial’s content strategy has helped the business to find, engage and grow a brand new timber industry audience.
Powered by Content Empire’s expert content strategists and producers, the Intergrain Trade & Industrial “Commercial Projects” blog is an entry point to exploring, understanding and specifying Intergrain Trade & Industrial’s products for use on major commercial projects. The blog was named as a Finalist in the 2024 Content Marketing Institute Awards.
Intergrain Trade & Industrial’s blog brings to life an impressive project case study library and reinforces staff expertise, helping position the business as the premium choice for commercial timber projects all over Australia.