A Content Hub for Industry Authority & Lead Generation
PolyJohn is a family-owned, international manufacturer of portable toilets and sinks that serves portable restroom rental companies, known in the industry as portable restroom operators (PROs).
The company had a goal of establishing a content source that would serve as an authority in the portable restroom industry and, in turn, generate new leads. The diverse skill set of Adventure’s Army of Experts was just what was needed to launch the JohnTalk project.
JohnTalk was created to be a go-to resource for the information needed to start a portable sanitation operation or improve an existing portable restroom business. The centerpiece of the content marketing initiative is the JohnTalk website, which we built and continue to manage. It includes a combination of open and gated content. The open content, which consists of articles, a read-only forum and read-only classifieds, can be viewed by any site visitor. The higher-quality gated content, which includes manuals, reports, newsletter subscriptions and posting permission on the forum and classifieds, is accessible only to members who gain free access by submitting their contact and business information.
In addition to the website, the JohnTalk project includes a monthly digital newsletter, quarterly print newsletter, email automation, lead magnet landing pages, social media posts, Facebook ads and ongoing search engine optimization — all created and managed by Adventure. Since its launch in January 2018, JohnTalk has gained a global following and generated hundreds of leads for PolyJohn while becoming a recognizable entity among portable restroom operators.