Because Truckers do the lion's share of the work in the industry, they should capture the lion's share of the profits. Yet, the driver is up against a maze of fragmented vendors and systems. TrueNorth changes the game by helping long-haul independent truck drivers build and grow their own trucking businesses through a single app.
TrueNorth wanted to provide content, including resources and insights, to both support their drivers, and establish themselves as an authority in a highly-saturated industry.
As TrueNorth's first content hire, I led the strategy, creation, and management of content to support their customer — long-haul independent truck drivers. In collaboration with the team, I established brand voice and position, developed and executed a content strategy, including a calendar and management system, and launched a new social media presence on Instagram and Facebook.
Our priority was creating a human-centered brand that supported the driver holistically, including topics from managing their business to managing their health, from blog posts to social media, marketing campaigns and newsletters, across both internal and external channels — all of which differentiated us from our competitors.
I wrote, edited, and published over 80 articles for the blog, Owner-Operators Only, resulting in a 150% increase in organic traffic to our website. I also built our social media presence, growing our Instagram and Facebook following by 1400%. Lastly, I cultivated a community of over 300 truck drivers who worked with TrueNorth, including hosting a monthly internal Town Hall meeting, creating and distributing a monthly newsletter, and managing a Facebook group.
Blog Articles
How to Find, Negotiate, and Secure Your Best Load
9 Ways to Make the Most of Downtime When You're Not Driving
14 Documents to Keep in Your Truck for DOT Compliance
Social Media
TrueNorth Instagram
TrueNorth Facebook
