Content marketing is the process in which a company produces informational pieces for entertainment and educational purposes. Content marketing can take a variety of forms, including the content for your blog or website, videos and interviews. Essentially, a successful content marketing strategy includes figuring out what customers are looking for online, creating suitable content for this audience, and optimizing ways they can access your content. Although this method has been utilized in other industries, construction companies have been slow to adopt. Online content marketing provides your construction company with a myriad of opportunities that traditional marketing can simply no longer provide. This article is the ultimate guide for construction companies wishing to enter into the world of content marketing. Moreover, we explain seven reasons how it will move your business forward.
After researching popular topics and points of discussion, start building a repertoire of content that addresses these subjects. In the construction industry, these topics can range from the use of green technology to how to differentiate your brand from competitors. Use your company website as a platform for this content, or consider starting a company blog. By writing articles for a specific audience and topics that are proven to be relevant, you will be able to increase traffic to your website. Also, try submitting a few articles a day to high-quality article directories and you will notice that traffic will start trickling in within a short period of time. This will lead to more people viewing your website and subscribing to e-mail lists.
The only cost that you’re going to incur when creating content is your time and effort. You don’t have to worry about paying advertisers to generate traffic for your website, and you won’t have to sort through low-quality traffic that isn’t producing results and costing you money. Spreading the work among various staff, or hiring a content specialist may serve as a beneficial long-term investment. Countless resources are available online that are easy-to-use and require minimal web-development skills. Posting content online to forums, directories, blogs and social media is typically free of charge. Taking advantage of all of these avenues can only help to drive traffic back to your website, often taking little or no money to do so.
The quality of traffic that blogs and website content generates for your website is incredibly valuable. Traditional advertising does not have the ability to generate such high relevant traffic to your construction business website. Users that come from other websites after being directed to your website are usually looking for the type of product and services that you are offering. By redirecting potential customers to your website through smart and relevant content, you are likely to end up with more leads. These leads are much more powerful than other methods, such as cold-calling for example, because it provides potential clients with content that they are interested in. When done correctly, content marketing has the ability to generate leads unlike any other method.
Increased Brand Awareness
Blog and website content can improve search engine rankings and reach a wide audience. This helps your construction business to get published and advertised on various social websites and networking platforms. The more people your content reaches – whether potential clients or not – the better. This only increases your brand awareness, and contributes to the legitimacy and authority of your company. The more your brand is exposed through content marketing, the more people will be aware of what products you sell or services you offer.
Be an Influential Thought Leader
By writing blog and website content on relevant topics in construction, readers begin to regard your company as an expert in your field. By focusing on stories and content that is pertinent to your construction business, readers will begin to associate a sense of expert knowledge in whatever topics you may be addressing. Furthermore, as your company controls what is published, there are countless ways to offer your products and services as potential solutions. Becoming an influential thought leader has the impact of transforming the perception of your company within the construction industry, which plays a significant role in acquiring customers.
Engage and Inform Customers
The content of your blog and website should focus on customer interests, which will allow them to engage with your company and help grow your social media presence. Customer reviews and feedback go a long way in ensuring that your construction business stays relevant. Furthermore, engaging with customers through education not only contributes to being an industry influencer, it allows you to make genuine connections with customers. Engaging online and on social media is often neglected by construction companies, but in doing so, deeper and more meaningful connections to potential and existing clients can be made.
Being consistent in posting blog and website content will drive traffic to your construction company website on a regular basis. The internet offers a never-ending marketing avenue that you can continually shape and grow. Although enacting these strategies may be a tedious process initially, adopting contemporary forms of content marketing will only contribute to your construction company’s long-term growth plan.