Construction is often a very traditional industry, but by embracing modern marketing techniques, you can grow your business and stand out from the competition. In a successful marketing mix, content is king. Content marketing can work well for construction based businesses. Here’s how.
- Audit the content that you already. Read the copy on your website, and edit it to make sure you are engaging your audience, not just trying to sell to them. What content do you have that could be repurposed? Do you have a blog post that performed well that could be repurposed for a Reverse Squeeze Page Funnel? Do you have popular topics from old newsletters that could inspire some YouTube videos?
- Identify what your target audience wants. The best way to do this is to speak to them and pay attention to what they’re saying. Start with who follows you on social media. Who else do they follow? What do they talk about? Who are your customers? As a construction firm, do you handle mostly domestic or commercial construction? Analyze your audience and create content for them.
- Look at the quality of your content. What kind of content do you have a lot of which could be streamlined to make it more readable on the web? Remember that people scan web pages, but will sit down to read white papers. What are the gaps in your content, and what do you need to fill those gaps? Do you have lots of well-written web pages but nothing for social media? Perhaps you have great ideas for blog posts, but no blog on your website to put them on. Find the gaps in your content and fill them.
- Create a plan for how you’re going to publish and share your content. This should align with your communication strategy. Where are your customers? Will they read blog posts, or would they prefer videos? Would they listen to a podcast? Are they on social media? Your content should be published and broadcast on the channels where your audience is already spending time.
- Be results-driven. Track where your content is ranking on search engine results pages, and aim to move higher up those pages. What keywords are proving to be successful at driving content to your site? Are they relevant to your business? Are you attracting visitors to your website from organic searches, and are those visitors being engaged enough by your content to convert into leads or opportunities.
You don’t have to start from scratch with your content if you’re developing a new content marketing strategy. With these tips, you can work with your existing content and some new content to fill the gaps, to improve your content strategy. The aim of your content is to bring people to your website, and keep them there when they get there. Offer content that is engaging and interesting, and showcases your skills and knowledge. Content that does this can be used to convert website visitors into customer leads.