CASE STUDIES

Nuherbs

Content, Email and SEO Strategy

The Brief

Nuherbs, a B2B nutritional supplement ingredient company, sought a content strategy that would build brand awareness, drive engagement, and help move potential clients—small and large manufacturers, practitioners, and natural retailers—toward placing large orders for raw ingredients. The company needed a cohesive strategy that catered to the purchasing behaviors of each segment, used multiple marketing channels, and complied with federal regulations in the nutritional supplement industry. The challenge also included creating a brand voice that stood out in a highly regulated market while leveraging a variety of content mediums to engage with diverse audiences.

Our Approach

To tackle this, we designed a custom content strategy framework that accounted for the nuances of each customer segment’s ordering process, behavior, and preferences. The first step was researching how each group consumed information and the platforms where key industry conversations occurred. This insight led us to develop a highly segmented strategy that was grounded in the following:

Content Consumption Behavior: By studying how small and large manufacturers, practitioners, and natural retailers sourced their information, we tailored content to fit the channels and formats each group preferred.
Blue Ocean Strategy: Our research revealed an untapped opportunity in the use of podcasts within the nutritional supplements space. We developed a podcast that covered key industry topics such as supply chain, sustainability, and federal regulations. This provided a new engagement avenue and differentiated the brand in a saturated market.
Multi-Channel Content Repurposing: We leveraged podcast transcripts to create blog posts, boosting both on-page SEO and long-tail search visibility. These blog posts were then expanded into video sound bites for LinkedIn and further distributed via platforms like Spotify and Apple, which aligned with the listening preferences of our audience.

Customized Content by Audience:

For Small and Large Manufacturers: The content focused on ingredient availability, tariff navigation, and environmental responsibility, with LinkedIn serving as a primary distribution channel.
For Practitioners: We developed educational materials to help doctors integrate Traditional Chinese Medicine (TCM) into their practices and optimize their operational workflows.
For Natural Retailers: The content aimed to address product benefits, regulatory compliance, and retail strategies.

Execution

Framing the strategy into action, we focused on aligning the content across channels while closely monitoring its performance. We structured our implementation around maximizing engagement through content repurposing and optimizing for search visibility.

Optimizing Content for Search and Platforms:

Setting Up Automation: To streamline the execution of this strategy, we implemented Salesforce and Parrot to deliver personalized and consistent email communications. Automation helped ensure timely content distribution and led to a more targeted outreach. We introduced a lead scoring system that prioritized customer interactions based on content engagement, helping the sales team focus on the most engaged prospects.
Search Optimization: The podcast became the cornerstone of the strategy. We optimized audio for in-platform searches (on Spotify, Apple, YouTube, etc.) and used keyword-optimized blog posts on the website to boost search visibility on Google. This contributed to higher organic rankings for relevant industry terms.
LinkedIn Strategy: We repurposed podcast snippets and videos for LinkedIn to engage the manufacturing audience, resulting in increased visibility and interaction within professional networks.
Podcast Development: The podcast was built on extensive research into the medical, holistic health, and wellness spaces. We carefully selected conversation topics that aligned with the interests of Nuherbs’ audience, covering issues such as industry trends, federal regulations, and supply chain challenges. This helped position Nuherbs as a thought leader in the space while offering valuable insights to its audience.

Results

The results of the strategy were seen across multiple channels, with both quantitative and qualitative improvements.

Not only did the content strategy lead to substantial business growth, but it also help reshaped the brand’s industry presence.

3x increase in wholesale account inquiries, directly correlating with the consistency and relevance of content delivered across channels.
Doubled e-commerce sales from qualified retailers and practitioners via organic search, with SEO becoming the #1 channel for sales orders, second only to direct traffic.
Podcast engagement: The podcast garnered over 3,000 downloads within 18 months—a significant achievement for such a niche industry topic. The cross-channel engagement from the podcast helped build deeper connections with potential clients.
SEO Growth: As a result of the strategic content repurposing and optimization, SEO quickly became the company’s top-performing sales channel, further demonstrating the value of the content-first approach.

Learnings

This project highlighted several important learnings, especially regarding the nuances of content segmentation and its long-term impact on engagement and sales.

Content Customization was Key: Each segment required highly specific content tailored to its unique challenges, which drove higher engagement and conversions.
Multi-Channel Consistency: Repurposing podcast content across various platforms not only increased visibility but also ensured that content aligned with the audience’s preferred formats. This approach created multiple touchpoints for potential clients.
Lead Scoring and Automation: The use of lead scoring and marketing automation significantly improved the effectiveness of the sales team’s outreach efforts, helping them prioritize leads based on real-time engagement data.