Content Marketing For Construction Companies - What is it?
Content. People are hungry for...starving for...content.
People call this the "Information Age," and finally it is that information -- that content -- that's driving things, that's making people buy your products or services. Often it's the major factor in their buying decision -- sometimes the only factor -- not talking to you or your sales people.
Regardless of where you are in the Construction Industry, you have an immense opportunity to give people the content they crave:
Commercial or Residential Contractor New Home Builder or Multi-Family Developer Remodeler or Sub-Trade Building Product Manufacturer or Supplier Any Tom, Dick, or Harry (or Jane) who Serves the Construction Industry
If you are doing Construction Marketing of any sort, whether you are in the industry or selling to the industry -- or both! -- Content Marketing will get you results.
So What is Content Marketing?
Content Marketing is a catch-all phrase that encompasses any way you try to attract and gain customers through content. It's Information your company provides -- for free -- that:
Raises your profile Makes you look like experts in your field Helps people find you on the Internet Makes people talk about you Raises awareness of your products or services Helps to sell your products or services (of course it SELLS, it just doesn't ram sales talk down people's throats like a used car salesman trying to support a heroin addiction)
Sill not sure? How about some examples?
Content Marketing is a Blog (or Newsletter)
This is that regular posting of information on a web site, kind of like a syndicated column in a newspaper. Posts can occur as often as several times a day, or as seldom as once per month. I have a blog, lots of companies have blogs. Google absolutely LOVES blogs and it's a great way to get found by search engines, no matter how big or small your company is.
Content Marketing is a Collection of Articles
These are not articles about how great your company is! These are articles that will help your customers. A deck builder might offer information about different decking material (even kinds they don't offer); a plumber might offer a how-to on unclogging a drain; a new home builder might offer tips on choosing the right landscaper.
Content Marketing is Search Engine Optimization (SEO)
Those articles and blog posts? Yeah, they're all rife with keywords to help the search engines find you. If you're not doing this, then you're missing a big chunk of the benefits -- and potential sales.
Content Marketing is a Twitter Feed
Twitter is life in 140 characters or less. But people pay attention to it and follow you.
Content Marketing is Offline (Paper) Too
Don't think that content marketing begins and ends on the Internet. Anything you produce for the online world can be repurposed for paper and handed out to your customers. Think about a brochure on how to care for your new hardwood floor. Or a flyer on how to choose a custom builder.
Content Marketing is All About Your Customer
THE most important thing to remember is that the content you produce has to be something that your customer finds valuable. Yes, you have to include info about your company and your products and services somewhere. But the main focus is on providing information that's not about you. It's information that will help your customer.
About the Author
Jim Pegg is a former construction worker and renovation company owner who just happens to have almost 15 years' experience writing and marketing for all kinds of companies.
His experience in both areas means he better understands the marketing needs of the construction industry: commercial and residential contractors, new home builders and renovators, building product and tool manufacturers and suppliers. For you, this deeper understanding translates directly into marketing materials that increase sales, generate more leads, and drive up profits.
Visit his site http://www.jimpegg.com now to see how he works differently from most ad agencies and web design firms. A way that makes sense to your budget and the continued growth of your company.
Powerful writing that increases sales, builds customers, and boosts your bottom line.
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