Case Study: Tom's of Maine achieves 100% increase in organic pageviews with Skyword

How Tom’s of Maine Introduced Product-Centric Content in a Natural Way

Tom’s of Maine partnered with Skyword to launch Good Matters, a content site aimed at helping readers take small steps toward greener, healthier living. The challenge was to introduce product-focused content in a market where consumers are skeptical of “natural” claims, so any product mentions had to support the brand’s mission and maintain credibility.

Skyword used analytics to prioritize ingredient- and switching-focused topics and recommended content that emphasized product safety, efficacy and ingredients rather than features. They recruited a brand-savvy writer, applied MLR best practices, and produced a steady cadence of content; the result was a 100% increase in organic pageviews year‑over‑year, product-centric pieces driving 5x higher pageviews and 38% longer time on page, while creating new commerce opportunities and reinforcing Tom’s of Maine’s brand purpose.

Tom's of Maine