Content Marketing for Construction Companies Is on the Rise
by MGB2B
Consider this a PSA for commercial construction companies: If you’re not increasing your marketing efforts in 2016, you may just get left in the dust, as over 84% of construction companies said they will be doing so this year. What’s more, according to the Construction Marketing Association, over 78% of them will be increasing their content marketing as a part of those efforts.
You may not be among those 78%. But there’s a strong likelihood that your competitors are.
Content is one of the most effective ways to drive people to your website, pull them into your sales funnel, and establish (or sustain) a voice that’s different from your competitors. If you haven’t started creating your own content yet, or have just begun to dip your toe in the water, it’s perfectly understandable. It’s intimidating at first. You don’t know what mix you should have. Well we can at least tell you where to start:
- Always begin with a solid content marketing strategy. As Robert Rose from the Content Marketing Institute said: “‘We want to do some stuff’ is not a strategy.” If you have a road map, with real goals and a solid plan to reach them, you’ll be a step ahead of many others included in that 78%. Here’s a quick guide to the questions you should start asking as you dive into big picture thinking on content.
- You’re definitely going to need a blog. Unless you’ve found some other way to continuously add content to your website that your audience is craving, a blog is going to be your content king. The best part is they don’t just pull people to your website. You can push your posts out to prospects in your leads database with email marketing and get them in front of new eyes using social media.
- Use your message to determine your other tools. Before you start a content marketing program, it’s important that you have a good sense of who you are as a company, what you stand for, and how you’re different from your competitors. Your brand’s personality will need to not only come through in every content tool you use, but determine those tools as well – whether it’s a white paper on the importance of construction safety on a commercial site or a video featuring men with hard hats doing the whip nae nae.
This is just a starting point as you begin to look at content marketing. If you’re interested in learning more about what you need in your marketing mix for 2016, drop us a line.
Tags: content marketing for construction companies, content marketing strategy, content tools, do i need to have a blog