Ryder’s Supply Chain Solutions – Blogging Case Study on the Value of Content
In 2011, Ryder Supply Chain Solutions was in the process of acquiring once of our marketing clients, Total Logistics Control (TLC) out of Holland, Michigan, and we were engaged initially to help with the transfer of digital marketing assets. In the process of that acquisition, they discovered that TLC actually had more web traffic than expected based on the traffic that Ryder had to their website. The fact we were the ones helping TLC with their digital strategy opened a HUGE door for us. They engaged us to help with their content and web presence and it has turned into a blogging case study.
They wanted to do more with content marketing and were very interested in blogging. However, their primary web platform (Content Management System – CMS) was the enterprise version of Sitecore, but Sitecore could not do what we wanted to do very cost effectively and was very complex for it to be a practical CMS to do their blogging on so Ryder decided that the blog would be on a separate CMS – in this case WordPress – and that it would be its own website, currently housed on http://blog.ryder.com and they have been a content/blogging/web client ever since.
A significant portion of our work has involved contributions to copy and increasing the performance of the Ryder Blog. This includes writing, editing, posting, and search engine optimization. Ryder has also leaned on our website expertise. In this capacity, we have enjoyed designing, building, revising and updating the blog since they first established it in 2012.
We have performed two major overhauls to the look, features, usability and user experience since the site was first-built. One of those was primarily driven by making it more mobile-friendly. The other was completely driven by improving the reader and visitor experience.
It is a particular pleasure to point to Ryder as an example because they continue to invest in their digital presence. They recognize how their online presence is helping them achieve results and the importance the blog now plays in their content strategy, reach, community-building, and position as a thought-leader in the logistics industry. Because of the significance of content, we have taken a back seat to internal Ryder people writing and posting, but we still support them on a regular basis with upgrades, improvements and strategy.