Syngenta’s WeevilTrak.com helps track annual bluegrass weevils (ABW), the most problematic insect for golf course superintendents in the Northeastern U.S. To help elevate WeevilTrak as the go-to resource for ABW information, G&S had to find a new way to share real-time details from researchers about ABW conditions and increase subscriptions. Based on feedback from content subscribers, the WeevilTrak Blog was born. Once live, blogs were posted weekly beginning in the 2015 ABW season. To enhance the blog for 2016, the design was revamped to be mobile responsive and promotion was increased via social media and emails. Additionally, the removal of the blog’s subscription requirement made it easier for current users to engage and for new users to see the value of the resource. By the end of 2016, there was a 29% increase in subscribers, 11,788 unique visitors and 217% traffic increase over 2015.
Real-Time Data Elevates Blog