How Scribly helped Tweedmaker increase organic traffic by 228% and become less reliant on paid ads

Tweedmaker, a made-to-measure suit brand, was struggling with diminishing returns on their paid advertising. Through developing a comprehensive content strategy that optimized existing content and captured unique market opportunities, Scribly helped Tweedmaker increase their organic traffic by 228% over a 12 month period and decrease their ad spend by 90%.

The challenge: Tweedmaker wanted to nurture customers throughout the year and increase their ROI

Tweedmaker had a banner year in 2022. The custom-tailored online suit brand had long enjoyed significant sales boosts in November, fueled by a paid ads strategy that leveraged excitement and expectations around Black Friday. But with shoppers becoming more desensitized to Black Friday sales — which are no longer confined to one day but can run weeks or months — Tweedmaker found themselves spending more and more on advertising and getting lower returns each year. 

They needed a new strategy to nurture customers throughout the year and significantly increase their return on investment. That’s where Scribly comes in. 

The solution: Capture unique market opportunities and new customer segments

Scribly developed and executed a custom content strategy that helped Tweedmaker outrank and outperform the competition. We did this by:

• Optimizing existing content to ensure Tweedmaker was leveraging key opportunities and effectively prioritizing their marketing spend 

• Capturing unique opportunities and customer segments that competitors were missing

• Building out valuable content for the wedding market, which is the most profitable segment based on average order value (5x the average order)

The result: Tweedmaker achieves a 228% increase in organic traffic and 90% decrease in ad spend

In the first year of working together on their content strategy, Tweedmaker has seen a 228% increase in their organic traffic and are ranking on the first page of Google for key conversion-focused search terms such as “best online tweed suits,” “best tweed suits,” “tweed suits for weddings,” and more — and are ranked #1 overall for “ tweed suits.” 

Thanks to the compounding returns of their investment in content marketing, Tweedmaker has decreased their ad spend by 90%. 

The strategy in detail 

There are a few key takeaways from the Tweedmaker example that SMES can benefit from, including: 

Optimizing existing content to generate quick wins  

A thorough content audit found numerous opportunities that Tweedmaker could leverage instantly. We found that some existing blogs drove zero traffic or were irrelevant to the brand and were actually dragging down the site’s SEO performance, while others were duplicate content and could be redirected to another higher-performing post that offered the same information. These quick fixes allowed Tweedmaker to immediately improve their SEO and set a good foundation for a renewed content strategy. 

We also found some existing content around weddings that could leverage high search volume relevant to the business, but weren’t targeting the right keywords. Scribly’s whole approach to content marketing is getting you quick wins while working toward longer-term goals. Since weddings are a high revenue driver for Tweedmaker (one order will typically include multiple groomsmen as well as the groom), we focused on optimizing these first. 

Capturing unique opportunities competitors are missing 

Once the foundation was in place, we applied our Content Branching Framework to create an interconnected content strategy that targets new audiences and drives conversions. 

Tweedmaker is a business that understands its target market inside and out. They are a two-person team, yet they prioritize calling customers after every sale to learn about their pain points, how they came across Tweedmaker as the solution, and their experience with the brand. This thorough understanding allowed Scribly and Tweedmaker to create content that actually resolved customer pain points and drove new markets to purchase. 

Finding affordable, custom-made suits for wedding parties, delivered in a timely fashion, continued to present as a key customer pain point. But we also found significant search volume for keywords related to the father of the bride. Clearly, this was a key customer that Tweedmaker could target as part of their wedding-focused content. 

Using the Content Branching Framework, we built out topic ideas around weddings with numerous articles clustered around a specific idea. These interconnected articles helped to build authority toward our target keywords, create a better user experience by providing a library of valuable and accessible content solving various pain points, and helped search engine crawlers index the site, contributing to the increased rankings Tweedmaker now enjoys.

For example, we created a mix of content targeted to the father of the bride to address pain points at different stages of the sales funnel. Top of funnel content targeting keywords such as “does the father of the bride match the groomsmen” offered genuinely helpful information and created brand awareness amongst this valuable—and untapped—customer segment to move them toward a purchase. 

Using our Middle Ground Keyword Framework, we also targeted conversion-led keywords and created valuable content to help fathers of brides to evaluate their options and determine that Tweedmaker was the best solution for their particular problem (finding an affordable, custom tailored suit that would be delivered in a timely fashion and make them look dapper-as-hell, while also complementing the wedding party). This multifaceted approach ensured we were resolving customer pain points at every stage of the sales funnel. 

Leveraging content opportunities in paid ad strategy 

Tweedmaker has since revisited their paid ad strategy, using the insights gleaned from content marketing to better target their audience and leverage the best aspects of both marketing strategies through a complementary approach.

On one hand, our content marketing strategy helps inform Tweedmaker about the untapped customer segments they could more effectively target using paid ads. On the other, we adjust our content strategy based on paid ad performance. For example, if a particular suit is performing well in paid ads, we know we should prioritize featuring that suit in blogs. And if we’re ranking well for certain search terms, we advise Tweedmaker to cut back on targeting the same terms in paid ads so they are making the best use of their marketing spend.

Since Scribly becomes part of our clients’ team and integrates seamlessly into existing workflows, we ensure content marketing is working in sync with other marketing approaches to get your entire marketing strategy performing at its peak. Want us to find the untapped opportunities in your market? Let's chat!