Can Content Marketing Work with Construction?

For anyone in the construction industry, investing in a marketing strategy that relies too heavily on blogs, newsletters, or consumer interaction probably doesn’t sound like a wise decision. Construction isn’t exactly known as a topic that lends itself to producing entertaining or even engaging content. But perhaps it’s time to rethink that position. As the digital age advances and everything goes online, no business can truly afford to not dip into the world of content marketing. Yes, that could mean creating a blog, but that’s really only one layer of what content marketing can be. Keep reading if you want to know why the construction industry needs content marketing and how to effectively put it into use.

Defining Content Marketing

Don’t look at content marketing as a standard advertising campaign. It’s more of a long-term strategy to build an audience around your product. You are still selling goods and services, but you are also selling beyond that. Content marketing isn’t simply writing a blog about how great your business is. It’s raising public awareness for your company and positioning it at the top of the industry. By giving subscribers access to quality content that’s entertaining but also informative, you can hold onto potential buyers before, during, and long after they’ve even made a purchase. You are essentially building a brand by educating the public about your business.

Making Content Marketing Work with Construction

Developing creative content for a construction company may seem a bit laughable considering that the average person isn’t that interested in construction, but don’t go into content marketing thinking that you’re only there to provide a good laugh. The whole aim should really be providing information. And people go online looking for this information. They would rather hear it from a company that knows what they’re talking about rather than on some forum from an anonymous and misleading source.

The benefit of being in construction is that so few businesses have actually taken the step into content marketing. You are sitting on the precipice of a new digital frontier.

If you don’t believe us, look at just a few of the ways content marketing can you’re your business:

·      Build Credibility – Anyone looking for a contractor or a construction company will be seeking out a business proven to provide quality, safe, and expert services. Building this reputation takes time, though. It’s all good and dandy to say that you’re an expert but where is the proof? Content marketing lets you show the world that you know what you are talking about. If you can accurately answer a potential customer’s questions, they’ll be more likely to trust your business and come to you with work.

·      Inform Your Audience – When a potential customer looks at a generic ad with a company’s name and maybe a flashy picture, what do they really learn from it? It might get the business’s name out but that’s about all. These days, buyers want to know what they are getting for their money. That is what content marketing does! The best content should educate the audience about what you can do for them but also present it uniquely. If the audience feels that they’re getting an exclusive scoop, they’ll keep coming back for more.

·      Get Your Name Out There – You do still want to incorporate some themes from old-style advertising. Remember that this is still a marketing strategy, so the overall goal is to build awareness. Making a website or a blog can give consumers a platform to interact with but, as you add more content that hits all the right keywords, you’ll move up to the top of customers’ search engines. The more visible you are, the more your business goes from simply a company to a brand. People will come to have an entire idea of what it means to work with you.

Going Beyond the Blog

Going back to what we said earlier, it might not seem wise to start blogging about construction. But content marketing involves a whole lot more than just writing a blog post. For your marketing strategy to be truly effective, you need to implement a range of different methods. This could anything from an e-book, an article, or a press release, to a video showing the final product of something your business created. It can be uploaded onto your business website or even onto a social media platform to reach an even wider audience.

The best content should have a clear purpose and follow a strategy. You should have the audience in mind and understand what they are looking to gain from your content. What kind of things would help them most? What would they be interested in learning? Just remember to not go too technical. It should be engaging and to the point. Never underestimate the power of a little humor and some quality writing.

If you’re still unsure of what to write about, a good idea is a series of how-to posts or a DIY guide. Although you’re a construction company and you want peoples’ business, getting them interested in the world of home improvement and building will eventually get them in the door. Audiences also like day-in-the-life content. Offer up some insider scoops to spark interest. Just think of all the home improvement shows on television that work simply off the concept of watching people work.

Another good idea is to post some industry data or any news that’s popped up within the industry. Anyone outside the business probably wouldn’t have access to that information and, by making it available, you show transparency. And, of course, a post brainstorming different construction ideas will do wonders to spark further interest.

Conclusion

If you haven’t considered the benefits of revamping your marketing strategy, now may be the proper time to do so. As the world goes digital, you can’t afford to stick to outdated advertising campaigns. Content marketing will take your business from construction company to construction brand. Build an audience and see how your content can change the entire outlook of your business.