Client Overview
NAPA Auto Parts (Canada) is a trusted supplier of automotive parts and accessories, whose longstanding reputation dates back to 1936 in Canada. NAPA supports both professionals and DIYers. Their sister brand, NAPA AUTOPRO, provides services for repairs and maintenance.
NAPA Auto Parts has 600 stores across Canada and stocks over 500,000 parts in inventory. NAPA AUTOPRO has about 600 service centres across Canada, with thousands of automotive technicians servicing and repairing cars every day.
Jacob Tutak, customer engagement and content specialist at UAP Inc., the parent company of the NAPA banners, says, “NAPA keeps people moving forward.”
The Challenge
When Jacob joined NAPA’s team, the Canadian blogs for NAPA Parts were underdeveloped, with most content copied from NAPA’s American subsidiary. These pieces lacked genuine value for Canadian readers and performed poorly in SEO. NAPA AUTOPRO’s blog also required a great deal of specialized content.
“We’ve had other writers,” Jacob says, “but it felt like a chore for them.” Until NAPA found Lori’s team, they dealt with copywriters who couldn’t meet NAPA’s needs. A desire for a someone who could do more than just fill a word count fuelled Jacob’s search for a copywriter.
Jacob emphasized the importance of adaptability, research skills, and writing with personality: “We need someone that knows what they’re talking about or at least has a decent understanding of utilizing research tools, and can write at scale.”
NAPA sought a copywriter who has a passion for communicating with the audience, writes in a tone that fits the brand, and finds excitement working on a variety of topics.
Finding Lori Straus Communications
After researching Canadian automotive content writers online, Jacob discovered Lori through a professional association. Her vast portfolio reflected a thorough knowledge of vehicles and high-level technical work. On top of that, her writing covered the wide variety of topics NAPA would need and showed that she was able to adapt. This was exactly the portfolio that fit NAPA’s profile.
Impressed by her range, adaptability, and industry knowledge, Jacob brought Lori onto the project.
The Experience: “In One Word: Exceptional”
Once Lori’s team joined the project, the working relationship quickly developed into an incredibly efficient system. Jacob described the experience as organized and natural, especially compared to past experiences with other writers. “With Lori Straus Communications, it doesn’t feel like a chore. It just flows,” Jacob said.
During the onboarding process, NAPA initially provided detailed briefs outlining titles, key phrases, headers, and tags. But over time, the process became significantly more streamlined. “Now we’re at the point where I give maybe 5% input… all I need now is 15 minutes a month to give some keywords and topics and Lori’s team takes care of the rest.”
Blog post topics have included the following:
- brake repairs
- battery know-how (ICE and EV)
- undercoating
- garage setup
- seasonal maintenance
- tire replacement
And many, many more.
The Results
“In one word? Exceptional,” Jacob said.
The direct impact of Lori’s automotive content writing was immediate: “The biggest jump was probably from the first year when we started getting into the rhythm of things.” Traffic to both NAPA blogs increased, and internal review became minimal. “We seldom have to review the articles anymore. They’re just that on-point.” After the first year, NAPA’s blog saw a significant increase in visits.
NAPA continued increasing the project scope. What began as three or four blog posts per month for one business line grew to 12 to 15 monthly blog posts, related social media content, uploading of all content, and managing the English-French translation process for three business lines. Lori Straus Communications has been able to pivot and scale to meet NAPA’s needs.
“I love working with Lori and her team,” Jacob said. “I’d recommend her to anyone.”
For NAPA, working with Lori’s team has meant more than outsourced copy and efficiency. It’s a reliable and trusted collaboration that continues to evolve and consistently deliver results.
Contact Lori Straus Communications
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