How Jasper Helped Old Dominion Freight Line Scale Expert Content

At Old Dominion Freight Line, one of the largest less-than-truckload (LTL) carriers in the United States, content is a key driver of customer trust. With Jasper embedded into their content workflows, Old Dominion Freight Line is making measurable content ROI gains:

• Content turnaround times have dramatically improved across channels and formats.
• New team members are ramping up faster and contributing sooner.
• Jasper enables consistent, expert, brand-aligned messaging in a specialized industry.
• The team is seeing better AI search visibility on key terms and stronger blog traffic as a result.

Dick Podiak, VP of Marketing and Communications, discusses how his team is using Jasper to navigate industry complexity, scale high-quality content, and maintain the brand credibility that customers depend on.

Watch the full video or read excerpts below.

Registered service mark of Old Dominion Freight Line, Inc. Used with permission. All rights reserved.

Q&A with Old Dominion Freight Line VP of Marketing and Communications, Dick Podiak

What differentiates Old Dominion Freight Line’s brand?

The thing that really differentiates us is our service. We really pride ourselves on doing business the way our customers want to do business with us.

The brand purpose is helping the world keep promises. If you think about that, we've got a lot of our customers that if their freight doesn't get to their customer, their people don't get paid.

But it's really that focus on service, and making sure that we understand what we are delivering isn't just a pallet of freight, it's somebody's livelihood. Trust is very important for us because we want to make sure that at every touch point with our customer, we are helping to reinforce that if they ship with Old Dominion, they're going to be assured that their freight is going to get where it needs to be.

What challenge does Jasper help you solve?

Right now there's just a lot of uncertainty overall in the general economy.

For us, what we're really trying to do is help our customers think through these different challenges and develop content that really positions them in a good way that is going to make them smarter or faster than their competition. 

Jasper's been an awesome addition to our team because we're able to get both speed and quality when it comes to our marketing content. It's super important that Jasper understands the context of the freight industry because if we have a bunch of content out there that doesn't really make sense for our reader, then it's going to make it sound like we don't understand their business. We're able to hone that and teach it about the different ins and outs and language within the freight industry—there's a lot of vernacular about bills of lading or a consignee, things that our shippers understand.

What benefit does Jasper afford your team?

The benefit about putting out content that really fits with the industry is it helps our customers see that we're going to be able to deliver on the promises that we say that we're going to be able to do.

And we've been able to see a ton of different value from the platform that helps us get so much more content out the door in a voice that is the approved voice for Old Dominion Freight Line, and we feel that the quality is really, really good.

The benefit of having a lot of the different marketing IQ within the platform is that you're able to hone a lot of the different types of things that you're looking to do and use the best practice for whatever that channel is. That's where it takes all of that best practice for the platform—LinkedIn, Instagram, whatever it is—and it's going to put it in something that's fit for purpose for that platform.

How is Jasper helping with your AI search goals?

We're thinking about AI search and how we are going to win with AI search. It's a huge, huge thing that we're talking about right now. 

We're putting that brief right into Jasper and Jasper's then helping us get to content so much faster so that we can then improve our search ranking, as well as trying to make sure that we're getting attribution in the AI search results.

We're able to see improvements in our web search ranking among priority keywords, and we're also seeing more and more visits to our blog.

What team wins have come from using Jasper?

We're getting a lot of internal wins with Jasper. We're able to take some folks that are newer to the team and they're able to generate content a heck of a lot quicker. We're able to take folks that are good strategically, that maybe aren't the best writer, that are able to deliver content that much faster to really provide solutions and help to our customers.

Within my team, we really are the key adopters of AI within the company, whether it be Jasper or other platforms that are starting to have AI more natively integrated into the platform.

Prior to having something like Jasper or AI for us to deliver the amount of content we're delivering today, we'd have to build my team, multiple people, multiple roles, things like that. And so for me it's a lot about efficiency, but it's not just efficiency. Speed and quality are the two things that we're really enjoying the most out of Jasper.

Go deeper into the results achieved by Old Dominion Freight Line by reading the case study.