The web is strewn with ill-informed opinions, myths and unflattering half truths about the composite decking category. The Mower Insights team developed a foundational strategy that helped TimberTech become the first manufacturer to positively leverage the misinformation related to composite decking, and establish “relevance and trust” with consumers performing their early purchase research online. Straight Talk is a branded page on the TimberTech.com website that helps consumers find straight answers to their most common decking questions and in the process has commandeered significant search traffic. In fact, in Straight Talk’s first 90 days, TimberTech achieved top search rankings for their critical search terms, and received more than 400,000 page views, 600,000 video ad views and 4 million brand impressions. Additionally, TimberTech’s YouTube channel has garnered 230 new subscribers, more than 1 million video views – including more than 800,000 minutes of video viewed – and attracted more than 50,000 visits to the Straight Talk website.
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