Auto aftermarket SEO and content marketing
Andy Newhall
RealTruck
- Part 1 Auto aftermarket SEO and content marketing
- Part 2E-commerce retail SEO in automotive
Show Notes
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01:53Overview of RealTruck.comRealTruck.com is an online aftermarket truck, Jeep, and SUV parts retailer with over 20 years of eCommerce experience. Recently, it merged with Truck Hero, positioning RealTruck as both a retailer and a manufacturer in the automotive aftermarket marketplace.
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04:20The auto aftermarket vs. OEMsThe auto aftermarket is where companies sell upgrades and modifications for vehicles after purchase, unlike OEMs who make the cars themselves. It offers a wide range of products beyond what's typically offered by car manufacturers.
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07:05RealTrucks approach to SEO and content marketingRealTruck prioritizes categories where it's well-established or aims to strengthen its position, focusing on expediting customers through the sales funnel. RealTruck differentiates in the industry by concentrating on areas like truck bed covers, running boards, and wheels.
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10:23RealTrucks content strategyRealTruck creates content based on consumer research, focusing on buyer personas like first-time “accessorizers” and those needing installation assistance. They prioritize buyer guides and installation content to support and engage customers.
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12:27How RealTruck leverages AI for content marketingRealTruck uses AI to generate briefs, prioritizing human writing for authoritative long-form content. They're also exploring AI's potential to manage their vast product catalog and assist with the complexity fitment presents to the user experience on the website.
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16:35RealTrucks holistic approach to content marketingThe Real Truck content team has built a large library of helpful content, ensuring it has the architecture to help it scale. Theyve organized content into subcategories like how-to guides and lifestyle pursuits to accommodate a wide range of user needs.
Quotes
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"There was a major merger between TruckHero and RealTruck. So what's cool is now in 2024, RealTruck can position itself as a retailer and manufacturer." - Andy Newhall
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"The auto aftermarket is this robust multibillion-dollar industry with literally hundreds of categories of different modifications." - Andy Newhall
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"When it comes to content marketing, whats served us well is finding a strong footing in a handful of categories and looking at which categories we can make the most progress by identifying our strengths as a retailer." - Andy Newhall
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"Having consumer research studies at our fingertips to identify our three or four key buyer personas has significantly influenced our content creation strategy." - Andy Newhall
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"We've taken a strong approach to ensuring that all of our long-form, informational content is extremely authoritative, and we feel like the way to do that is through human writing." - Andy Newhall
- Part 1 Auto aftermarket SEO and content marketing
- Part 2E-commerce retail SEO in automotive
Up Next:
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Part 1Auto aftermarket SEO and content marketing
Andy Newhall, Director of Organic Growth and SEO at Real Truck, delves into SEO and content marketing for the automotive industry. Unlike traditional automotive retail, which centers around original equipment manufacturers (OEMs), the aftermarket involves companies providing upgrades and modifications for vehicles after purchase. For companies like RealTruck, this distinction adds complexity to SEO and content strategies. Today, Andy discusses auto aftermarket SEO and content marketing.
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Part 2E-commerce retail SEO in automotive
Andy Newhall, Director of Organic Growth and SEO at Real Truck, delves into SEO and content marketing for the automotive industry. The digital auto market is highly competitive, as retailers compete for market share and customer loyalty. Success demands a sophisticated approach to SEO, considering the intricacies of vehicle fitment and the nuances of navigation and categorization. Today, Andy discusses eCommerce retail SEO in the auto industry.
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