Birchwood Contract Manufacturing
How a manufacturing company found success with a website redesign and content strategy
Upgrading a website design to bring in new audiences
For more than 65 years, many companies have turned to Birchwood Contract Manufacturing as their trusted partner to bring their products to market, crafting the perfect solution for quality product filling and packaging. However, while they had a strongly defined audience that already understood their services, Birchwood wanted to develop a marketing strategy that helped them reach new audiences beyond their existing niche. Secondly, Birchwood was looking for a website update to modernize the end-user experience.
Optimization and modernization helped refresh the brand
Brandpoint worked with Birchwood’s marketing team to define a new navigation structure, highlight key content elements and bring their brand to life through new imagery and well-defined call-to-action buttons throughout the site. The project required strong project management skills from the Brandpoint team in order to have the website live within a short project time frame.
Additionally, Brandpoint developed content in new formats, like video, to leverage across digital channels to tell their service and value story.
Content Marketing Goals
Industry Thought Leadership
Brandpoint developed strategic topics that answered common and unique questions asked by their audiences.
SEO Visibility and Organic Acquisition
A deep SEO analysis of the industry led to updates on existing website copy, as well as ideas for new content to publish.
Improved User Experience
Birchwood’s homepage was updated, including landing pages and imagery, and value propositions were added to the navigation to streamline the focus.