Inspire and empower
Dunn DIY is a content marketing platform, and as such the goal is to drive traffic to Dunn Lumber’s website and the stores without overt sales messaging. The best content marketing provides value to customers (and prospective customers) with no strings attached. If we deliver consistent, valuable content to Seattle’s DIYers, we will stay front-of-mind for their next home improvement project.
We create and curate content that engages, provides value, demonstrates Dunn Lumber’s commitment to quality materials and expert advice, and strengthens relationships with Seattle homeowners and DIYers—and we have fun doing it. Because Dunn Lumber has historically best served contractors, creating a platform for the DIYer was a significant change of pace. We wanted to keep the barrier to entry low, providing best-in-class content that didn’t require power tools or sophisticated cuts.
When planning content, we’re sure to produce content that inspires, educates, and drives action. Whether it’s a step-by-step blog post or a video tutorial, we use simple language and provide all the details necessary for a DIYer to complete a project—by themselves or with the help of an expert Dunn Lumber team member.
Here we’ve taken a page from Gary Vaynerchuk’s Jab, Jab, Jab, Right Hook. The lifestyle content, like how to make your own strawberry planter, is meant to bring people in the door. Then, because we want to inspire and empower DIYers too, we include more involved weekend projects that require a greater degree of technical skill or expertise. Dunn DIY was the online manifestation of the in-store experience—could we encourage Dunn DIYers to take on a project? And if so, would they rely on Dunn Lumber for their expert advice and quality materials? The short answer: yes.