River Pools and Spas: Content Marketing. By Emma Crist and Ashley Martin

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River Pools and Spas is one of the largest in ground pool construction companies in the country. Their main offices are located in Maryland and Virginia. In 2008, the company’s CEO Marcus Sheridan felt as though his company had lost control of their marketing as a company, because the company had little to no web presence.

Sheridan had no prior experience running a website, but when he stumbled upon Hubspot, a marketing software platform, he began to learn about inbound marketing and the process of creating valuable content.

He created a blog and decided that it was important to share meaningful content that would be beneficial to his customers. He didn’t focus so much on trying to sell swimming pools. Instead, he created content that would be helpful to people who wanted to invest in a pool.

He was able to identify high-quality leads by taking advantage of Hubspot’s marketing analytics tool. This helped him to find and target the customers that were most interested in closing a deal.

By using Hobspot, Sheridan was able to:

  • Increased organic traffic 120% in three months
  • Reduced PPC (pay per click) spending 50% compared to 2009
  • Expanded blog readership to over 6,400 visitors and 260 subscribers in just one year

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(Via: http://www.hubspot.com/customers/river-pools-and-spas)

“It is unbelievable what happens when a business owner, who knows his business better than anybody, can start to let their creative juices just flow. That is what happened to me and that has all been because I finally had the keys to my business,” Sheridan said.

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