Turning the DUDE Wipes blog into a 200K uniques per month traffic machine
“Lost Context Media has been the secret weapon behind the organic growth of DUDEWipes.com. Our organic blog visitors increased from around 2,000 visitors per month to 68,000 per month in one year. And this year, the blog will do 1.5 million unique pageviews. They simply know how to create content that drives traffic to your business.”
- Sean Riley, CEO of DUDE Wipes
The numbers
2K to 68K visits per month in one year
Will hit over 1.5 million uniques in 2022
The DUDE blog represents over 50% of sitewide traffic
The Challenge
How do you build a profitable blog audience for a demographic (young men) that isn’t exactly known for wanting to read in the first place?
That’s what Lost Context Media was tasked to do.
We knew magazines like Maxim and MEL had successfully catered to a male audience, but could a similar strategy work for a brand that sells ass wipes?
DUDE Wipes was still establishing its brand awareness and site authority, so copying Men’s Health’s content strategy wasn’t going to work. Established men’s media brands had articles that ranked for ultra-competitive keywords an up-and-coming men’s hygiene brand simply couldn’t.
Our Solution
Most brands fall into two buckets: they focus too much on SEO and not the reader, so the writing sucks—it reads like stuff a robot thought a computer would like. Or they go the “I’m a creative: route and publish content that no one reads because they don’t understand how Google works.
Our solution? SEO content that doesn’t suck.
There were plenty of good articles for high-competition men’s hygiene keywords. However, when we started working with DUDE, they were still establishing brand awareness and site authority, so ranking for those ultra-competitive keywords would be challenging.
We discovered that dudes have many questions about their poop and other personal hygiene topics. And the internet gives them a safe space to get answers to those questions without shame.
We use SEO software tools most content marketing agencies use to create a content strategy, but for DUDE Wipes we went beyond keyword research and did a deep dive into sites like Reddit, Quora, and Twitter to find fresh ideas and private questions men were willing to talk about on those forums as well.
We also did competitive and customer research to find topics for which other men’s hygiene brands were missing or were too afraid to create content. These topics aligned perfectly with DUDE’s humorous, everyman brand voice and enabled our team to create eminently clickable SEO blog content (think posts about avoiding swamp ass and spicy butt).
DUDE Wipes not only wanted their blog content to generate traffic and become an authority on all things pooping, but they also wanted it to be an extension of their brand. That meant we also jumped on fun trending topics that lent well to the DUDE audience.
We’ve created content that has generated hundreds of thousands of clicks for trending topics and memes like the Reddit Stonks meme, Ahegao face, and Pushin P. You won’t find brands like Manscaped talking about Hasbulla, horny jail, or how to sell a testicle.
This attention from funny, trending topics has developed DUDE Wipes' brand awareness and driven millions of clicks to their website from social media and other owned channels like email and SMS.
Lost Context Media also worked with DUDE’s web team to create email and SMS popups to grow their lists off the traffic our content was generating.
In addition to helping grow their email list to over 100K subscribers and SMS to over 10K subscribers, we also developed with their web team customized shopping buttons that we could place anywhere on the blog to generate revenue within the posts.
Lost Context also created guests post for DUDE to introduce the brand to new audiences and create quality backlinks that sent traffic back to their site.
We have also refreshed old content that became stale or suffered natural search ranking declines over time. This enabled us to earn back traffic without creating new articles, a highly cost-effective way to improve search results and traffic with existing assets.
The Results
Lost Context Media has built a traffic-generating machine for DUDE Wipes that will generate over 1.5 million unique pageviews in 2022. The DUDE Blog now makes up over half of the site’s unique pageviews for the brand and they’ve had over 10 posts that have ranked #1 on Google searches.
All this attention has boosted DUDE Wipes’ brand awareness and helped increase Shopify sales from organic search 361% year-over-year. And with acquisition costs increasing from digital ad spend, DUDE Wipes has been able to reduce their ad spend and deploy their marketing dollars elsewhere due to lowered cost of acquisition from organic search. By building their blog into a traffic-generating asset that runs on autopilot, they have been able to throttle their digital ad spend accordingly.
Since starting our engagement with DUDE, Lost Context has become their organic growth agency partner, leading all of their blog content marketing, as well as their email and SMS marketing efforts.