Western Interlock — Content Development

Western Interlock needed content development. They are a family-owned manufacturing company that makes high-end paving stones for the Northwest. We helped them reach, influence, and inspire a larger market by showing all generations how they can DIY with WI. 

The Challenge

In early 2019, Western Interlock came to us with a problem: buying and installing paving stones feels daunting, if not completely impossible. In short, their goal was to take the hard out of hardscaping. 

Western Interlock was already seeing traction with in-person do-it-yourself seminars at their manufacturing facility in Rickreall, ORE. So we suggested scaling that campaign into the digital space. The result of our planning was a content marketing campaign called DIY with WI that would inspire potential customers and help them feel empowered to tackle projects without hesitation.

Content Development & Company Development

There was another challenge hidden behind the curtain. Not only were we helping people hardscape, but we were also helping a 25-year-old family-owned brick-and-mortar manufacturing brand update it’s marketing from physical to digital.

In essence, while there was a significant physical brand reputation, there was little-to-no digital brand recognition. Part of our work was to transmit the Western Interlock story and culture to channels like Google, YouTube, Facebook.

Marketing

We’ve published 150+ new tutorials in three years on How to Build a Retaining Wall, How to Cut a Paving Stone, How to Build a Fire Pit, and much more.

Within a year of publishing the first DIY tutorial, Western Interlock saw a 351.97% organic increase in new users on their website, according to Google Analytics.

Most notably, sales calls increased by 50.74%.

“Sales Representatives keep telling me how this DIY with WI content cuts their talk time in half. Now we have well-documented answers to many customer’s most common questions about our products and how to use them. You’re making it much easier to make a sale and keep existing customers happy. Thank you!”

Colin Domoschofsky, Marketing, Western Interlock

By the end of 2019, we helped Western Interlock reach a new customer segment they may have never reached if they didn’t invest in such an approachable content development strategy. This only means one thing: sales are through the roof.

Continuing the Content Development Campaign

At Structure, we have a saying: Business Is Personal. This means we embrace uncommon levels of humility, selflessness, and transparency for the good of our clients. In short, we make everything about the client.

We understand that this approach is a bit unconventional. But that’s what makes it so unique.

“Structure has been amazing to work with. We are extremely satisfied with the work that they’ve done for us! I’d recommend them highly to anyone.”

Nathan Wright, Director of Marketing, Western Interlock

We’re proud of our work. However, we’re even more proud of the partnership we’ve built with Western Interlock. After three years, we’re still going strong.