Aquasana
Developed and strategized a brand tone and voice, lead the charge on new organic social media initiatives and SEO-first content marketing.
WATER FILTRATION GIVEN A WHOLE NEW VOICE
An Austin-based manufacturer of water filtration products, I joined their in-house team at the end of 2018 with clear first project goals: reshape and reconfigure the brands tone and voice, as well as their content and organic social strategy.
BETTER WATER, BETTER YOU.
ABOUT THE BRAND
In business since 1997, this Austin, TX-based water filtration company is a manufacturer of whole house, drinking, and shower filtration systems for residential use. Additionally, they manufacture a line of water bottles direct-to-consumer.
JUST WATER, NOTHING MORE.
The brand required a wholesale voice and tone restructure, as well as a content marketing shift towards SEO-friendly keywords that generated revenue, regardless of web traffic sessions.
Content Marketing Roadmap, Mapped
The company already had a fully-packed blog and content strategy for the website. However, it wasn’t integrated email marketing, their promotional calendar, or their paid/organic social media calendar. Additionally, they needed a plan that used engaging, evergreen content to boost both revenue and website sessions.
Boosted Revenue, Year over Year
With a new SEO-focused content marketing strategy in place, the blog saw in increased in organic website sessions by 139.8% (Sept. 2018 - Nov. 2019).
Additionally, traffic across the website as a whole saw a:
1.1% year-over-year increase in transactions
50.8% year-over-year increase in sessions
Brand Guidelines Re-Tooled for New Audiences
Blog Titles + Reel
This Old House Names OptimH2O Whole House Filter a "Top Pick"
10 Ways to Safeguard Your Family from PFAS
3 Tips for Addressing Global Water Conservation Efforts in Your Home
No Poo Methods for Washing Hair in Hard Water
Boiled Water vs. Bottled Water vs. UV Filtered Water: Which is Better?
What is the Difference Between a Water Filter and a Water Purifier?
Your Guide to Portable, Travel-friendly Water Filters
Staying Hydrated While Working Out
New York Times' Publication, Wirecutter, Names Aquasana "Best Under Sink Water Filter"
How Climate Change is Increasing Water's Acid Level
Average Water Usage in the United States
7 Festival Season Essentials You Should Pack This Season
The CDC to conduct exposure assessments for PFAS at 10 sites
Help Protect Rhinos Through Water Filtration
A Social Strategy for the Books
Instagram Content Generation
The company already had a well-established Facebook following, as well as a LinkedIn and Twitter presence. However, their Instagram, Youtube and Pinterest left something to be desired.
After a Year of Organic Data…
Facebook saw an increase in organic followers by 2.93%, and an increase in organic reach totals by 4083.69%.
Twitter increased in organic impressions by 45% across 2019.
YouTube increase organic revenue by 63.47%.
Instagram and Pinterest also saw incremental gains, primarily across organic engagement.
