Content marketing is a great way to subtly push your brand among consumers while offering them unconditional value. The successful content marketing with continuity also eventually improves the organic online visibility of the business. For these reasons, businesses from all sectors and niches have made content marketing an integral part of their digital promotions.
However, the majority of construction businesses still stick to conventions when it comes to promotion. Even the ones that have forayed into the digital medium avoid experimenting with new things. For instance, very few construction companies have embraced content marketing for all its benefits.
Content marketing can help promote a construction enterprise. If you are new to digital marketing as a construction contractor, continue reading this post. Here, we will discuss how you can make most construction marketing efforts to prop up your construction gig among your target audience.
Benefits of Content Marketing for a Construction Business
Before we discuss how to devise a content strategy for a construction company, it is crucial to quickly glance over all the good it brings to the table.
- Content marketing can help you establish your brand identity and then project it to customers. For instance, the blog section of a construction website can sketch a brand image for potential clients.
- Content marketing helps you with SEO. It lets you use a set of targeted keywords in the main body of writing, Meta details, and even at the backend (alt tags, etc.) of pictures and videos. All this well-thought-out keyword incorporation eventually pays off by improving your search engine visibility.
- Content marketing can also help a construction business establish its authenticity and expertise among target consumers. If you manage to curate informative and helpful content, it will make your construction company stand out as a trustworthy choice among your peers.
- Content marketing doesn’t put any strain on your promotional budget. If you can write, take pictures and shoot video on your own, you can carry out content marketing without paying anyone a single cent.
Understand Your Target Audiences and Make Content Accordingly
Before you choose the type of content you want to create, identify your target audience. For instance, if you are a construction venture specializing in remodeling and renovation services, you need to focus on visual content. On the other hand, a company that offers full-fledged B2B construction services should furnish detailed power posts and long-form articles for its target audience.
In short, you need to cater to different segments of your audience with different content. Next, we will outline the types of content that a construction company should consider creating and curating.
Blogs can prove to be the most effective tool of content marketing for a construction business. They allow you to convey meaningful information to your potential clients, which is not possible with social media posts. If you have good knowledge of all the things related to your construction services and know your target audience, you can create many valuable blog posts.
On the one hand, these blog posts will help you connect to your target audience. You offer the audience free value in the form of useful information. You can also build your entire brand narrative through your blogs. On the other hand, a keyword-savvy and optimized blog post will also do wonder for your on-page SEO. In short, blogs will promote your business on the web by all means.
While writing blogs for your construction business, avoid making these mistakes.
- Don’t pick a salesy tone. A blog is meant to inform, enlighten, and educate the target audience with subtle promotions and brand plug-ins. If you mention your construction services in every paragraph with superlatives, you will fail to create a recurring audience for your blog.
- Avoid stuffing your blog content with target keywords. Using too many keywords doesn’t help with search engine ranking anymore. It proves to be counterproductive. When you stuff keywords in content, you struggle to maintain its quality in terms of informational value and readability.
- You don’t need to write long-form posts all the time to sound legitimate. If a topic demands fewer words, just go with it instead of fluffing it up.
Case studies are another creative way to curate content for your construction website. For a construction business, a case study is a report that walks readers through a specific project while discussing how it started, the challenges it faced, and how the company managed to wrap it up successfully. Timelines, pictures, and videos showing the project’s progress can further spice up a case study and make it more intriguing for readers.
Case studies can also help you with SEO. But more than that, they are great to show your work to the target audience and prove yourself as a serious, seasoned construction contractor.
If you think that a blog topic demands more discussion than a long-form post, convert it into an ebook. Gone are the days when a book had to be 50,000 words. Today, you can have ebooks completed within 5,000 words. An eBook also works on two fronts. First, it tells the target audience that you have complete command over your craft. Secondly, offering free ebooks helps further establish that you are providing value to your customers unconditionally.
Besides these three main blocks of content, also curate good copies for social media that are engaging and SEO-savvy. Also, try to use as many pictures and videos of your projects in blogs, case studies, and EBooks. The visuals will only reinforce the given piece of content.
If you want expert help in creating, curating, and publishing content for your construction enterprise, get in touch with Business Marketing Solutions Group. Its experts can help you along every step in creating and executing the content marketing strategy based on construction work and services.