How A Swimming Pool Company made $2.5 Million in Sales from a Single Article [Case Study]

By: Yusuf Odukoya /
 December 21, 2021
  / 2 min read
Categories: Content Marketing

Find out how River Pools, a swimming pool company from Virginia went from the brink of collapse to one of the best selling companies in the US by leveraging blogging and content marketing.

River Pools, formerly known as River Pools and Spas, is a family of companies that manufacture, distribute and install high-quality fibreglass swimming pools.

Jason Hughes and Jim Spies founded River Pools, alongside Marcus Sheridan. The company installs swimming pools and hot tubs all around Maryland and Virginia. The firm first struggled to gain traction because the sector was dominated by larger manufacturers, making it difficult for a tiny, new company like River Pools to compete online.

Marcus Sheridan, on the other hand, discovered a way out by changing his mindset about the business.

“I used to see my company as a “pool company’. We installed lots of swimming pools and therefore we were a pool company. “ In hindsight, though, this mentality was all wrong,” He says.

He also quoted as follows: “Today, I see my business as a content marketing company. In other words, my entire goal is to give more valuable, helpful and remarkable content to consumers than anyone else in my field, which will in turn lead to more sales”.

Marcus began by writing a piece titled “how much it cost to install a fibreglass pool.” The article contains useful information on the subject. Using a web analytics tool, he later learned that this single post generated nearly $2.5 million in sales for the company. The company was bringing in $5 million per year at the time.

After seeing the tremendous results achieved by content marketing, Marcus began generating a continuous stream of blog entries and videos one to three times a week. He also wrote an e-book on “how to buy a pool – without getting ripped off”. On the company’s website, he wrote educational and useful articles about swimming pools.

In 2009, the company sold more fibreglass pools than any other company in the United States. It is now in the top 5% of all in-ground pool firms in the US.

Today, the website is an encyclopedia of pool purchase information, and the business is able to compete favourably with its competitors.

At every stage of a pool buyer’s business, Marcus refers to the content he develops as “the ultimate gift that keeps on giving.” When customers are looking for information on buying a pool, the material directs them to the River Pools website and captures their attention. When they are ready to narrow their options, River Pool material will provide them with a narrowed option and help them analyze their options. Following the sale, the company continues to engage its consumer by providing a pool owner resource, such as “Why do I have air bubbles in my pool?  A troubleshooting guide”.

Can you see how River Pools creates content that matches buyers’ demands along the sales funnel in the case study above?


Content marketing is a low-cost method of increasing brand exposure, customer acquisition, and sales. According to a Hubspot survey of 644 business executives on the benefits of business blogging, the average cost of customer acquisition from traditional marketing (i.e. direct mail, PPC, telemarketing, etc.) was $373, while the average cost of customer acquisition from blog contents was $143 per lead.

Content marketing is effective, and it should be a big part of your marketing strategy every year.



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