Achieving Unprecedented Success: 240,000 Monthly Views Using EditorU for Gardening Content
Unprecedented Success in Gardening Media
The world of online media is continuously evolving, particularly in response to shifting reader habits. In the gardening industry, a sector dominated by traditional print media, there has been a notable migration towards digital information gathering. Companies are facing intensified competition due to a diverse range of entrants including home centers, material manufacturers, and fashion magazines tailored to women. Amidst this turbulent landscape, 3and garden Co., Ltd., a subsidiary of Takasho Co., aims to disseminate ideas about living with flowers, greenery, and gardens through their platform, GARDEN STORY. Since 2019, they have strategically utilized EditorU, an innovative online editing service provided by Willgate, to adapt their content production system, which has since resulted in over 5,000 published articles.
Challenges Faced
The migration of readers from print to online platforms, coupled with increased competition, presented several challenges, including:
1. Need for Stable Web Traffic: With readers transitioning online, it became imperative to enhance search rankings and traffic to maintain relevance.
2. Content Duplication: As the article count surpassed 4,000, overlaps in topics began to arise, necessitating revisions and updates to existing content.
3. Limited Editorial Team: Operating with a restricted editorial team meant that capturing seasonal and trending topics while maintaining regular updates was essential.
Innovative Strategies Implemented
To tackle these challenges, 3and garden restructured its production flow into two distinct categories: new articles and rewrites. This setup now allows them to publish approximately 11 articles each month (8 new articles and 3 rewrites).
New Article Production Flow
Using proposal frameworks from Willgate, their in-house writers focus on creating articles that reflect current search trends and reader interests. This approach has significantly enhanced the visibility and performance of their published articles.
Rewrite Article Production Flow (Initiated in 2024)
Starting in 2024, 3and garden adopted a new approach for rewriting articles recommended by Willgate's analysis of trending and seasonal topics. By having the same writers continue revisions, they maintained an established tone and style, optimizing the process and reducing the time spent on revisions.
Predictive Seasonality and Trend Planning
By anticipating blooming periods, pest outbreaks, storm seasons, and trending topics, the team prepares articles in advance to align with spikes in reader interest. Additionally, a unique rule stating that articles within the same category should not be published consecutively helps to keep the content fresh for daily visitors.
The result of these initiatives has led to the accumulation of original and timely information, translating into higher search engine evaluations and numerous citations within AI Search Overviews.
Measurable Outcomes Achieved
Since the implementation of these strategies, 3and garden has captured multiple first-place rankings for highly searched keywords (with volumes exceeding 40,000), and approximately 1,600 pages of their content are referenced in AI Overviews, placing them among the top three in the gardening industry.
The investment in consistent article production—growing from over 2,000 articles by 2020 to more than 5,000 today—has proven fruitful. Their monthly output continues at the pace of 11 articles, and significant single articles have flourished: a rewritten piece about dokudami attracted about 240,000 views in just one month, while a new article on yuzurau experienced a surge in sessions from 300-500 to 700-1,800 post-publication.
The accompanying growth in their Instagram following to roughly 80,000 by July 2026 has further enhanced the recognition of their media presence within the industry.
Qualitative Growth in Editorial Capacity
Thanks to the consistent utilization of EditorU, the editorial team has cultivated a cohesive tone and style, leading to better output with reduced revision times. The increased clarity on which articles to prioritize for rewriting based on analytical insights has equipped the team with a newfound perspective.
Furthermore, the heightened awareness of their brand has led to opportunities for close coverage of events, including the GREEN×EXPO 2027, lectures in Yokohama, judging contests in Hamamatsu, and media engagements in Tokyo.
Stakeholder Feedback
- - Yuko Hara, Web Director of 3and garden:
- - Kaori Kurashige, CEO and Editor-in-Chief of GARDEN STORY:
Future Plans: Strengthening the Plant Encyclopedia
Looking ahead, 3and garden aims to enhance their platform by compiling their articles into a comprehensive plant encyclopedia. This initiative is designed to boost incoming traffic from searches specific to various plants. Additionally, they are exploring publishing books, launching the GARDEN STORY Series brand in collaboration with Takasho Co., and participating in real-world events, all in an effort to foster growth across online, print, and event realms within the gardening industry.
About EditorU
EditorU is an online service by Willgate that facilitates the construction of specialized editorial teams for content production. It supports essential media operational tasks from planning, writing, and rewriting based on analyzed search needs.
For more information, visit EditorU.
About Willgate Co., Ltd.
Founded in 2006, Willgate specializes in web marketing support for SMEs and offers various services, including M&A support focused on startups and IT, content marketing consulting, SEO strategy, and sales technology support.
To learn more, visit Willgate.
Topics Consumer Products & Retail）
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