How to Do Content Marketing for Construction Companies
Learn what content marketing is and explore how it works. Plus, our 5 best content marketing tips for construction companies. Read on to kick-start your construction company’s content marketing.
Wouldn’t it be great if there was a way for your construction company to attract new clients? If you could keep them coming back, job after job? And how about building a respected reputation in your industry for free?
If that sounds like a dream, then we have good news for you. It doesn’t have to be a dream. It can be a reality.
And you only need one tool. Content marketing.
In this article, we’ll define content marketing and explore how it works. Then, we’ll share the must-have tools for effective content marketing. Finally, we’ll share our 5 best tips to help you kick-start your construction company’s content marketing efforts.
Let’s get started.
What Is Content Marketing?
Content marketing is the process of creating and publishing valuable content for a defined target audience. The goal is to attract and convert customers. You do that by earning their trust and demonstrating your expertise.
It’s important to highlight the key differences between content marketing and traditional marketing strategies.
No Sales Pitch
Traditional marketing pitches a product or service.
Content marketing offers relevant, useful, and accurate information related to a business’s product or service.
Focus on Your Customers’ Questions
Traditional marketing puts a brand in front of an audience. The brand initiates the contact. (For example, think billboards or cold calling).
Content marketing ensures a brand’s content is visible to an audience searching for answers about a relevant product or service. The audience initiates the contact. (Google searches for landscaping tips, for instance.)
Share What You Know
Traditional marketing uses sales techniques to persuade an audience to take action. (For example, pushy language and limited-time offers).
Content marketing uses knowledge-sharing to build connections and secure trust. When a potential customer is ready to take action, the business is front of mind.
How Does Content Marketing Work?
Content marketing works by:
- Attracting potential customers
- Keeping them engaged
- Moving through the sales funnel
- Converting them
- Encouraging repeat business
It achieves these outcomes through informative and helpful content. This content might include blog articles, social media posts, videos, infographics, whitepapers, ebooks, case studies, emails, and more.
When a potential customer reads or watches your content, they learn about solutions to their problems. Some of those solutions are free. Some will require customers to hire you.
Either way, when it comes time to solve the problem, you’ll be on their minds.
Why? Because you’ve become a trusted expert
This strategic approach to value-add marketing is highly successful. For content marketing leaders, year-over-year growth in unique website traffic is 7.8 times higher than followers.
It’s no wonder two-thirds of marketers expect their content marketing budget to increase in 2022.
Must-Have Content Marketing Tools
A few content marketing tools go a long way to boosting web traffic, conversion rates, and ultimately your business’s bottom line.
Below, you’ll find a list of tools for beginners in content marketing for construction. Then, we’ll give you a more advanced series of tools you can use to refine your approach.
The good news is that most of these tools are free or low-cost.
Content Marketing Tools for Beginners
If you’re not a writer, the idea of content marketing may be a little intimidating. Although you always have the option to hire a professional content marketer, creating valuable content yourself is easier than you think.
As the owner or manager of a construction company, chances are you’ve built up a lot of knowledge about your field. That makes you a subject matter expert.
Even though you’re not a writer, you know who your audience is. You know the topics they care about. What’s more, you know the answers to the questions they’ll have about construction.
All of that makes you uniquely qualified to create the content your potential customers want.
Here are some tools to help you turn your construction expertise into valuable content:
Around 6 million blog articles will be published online … today.
Why should you add one more to the mix? Because a blog article is one of the most effective content marketing options available.
In fact, according to research from the Content Marketing Institute, companies with a blog have a conversion rate that’s 6 times higher than those without a blog.
When it comes to setting up a blog, you have a few options. WordPress powers 43.2% of all websites. If you already use WordPress, you already have an excellent blogging platform at your disposal.
Wix, Squarespace, Drupal, and Blogger also have blogging functionalities.
If your construction or home improvement company doesn’t yet have a website, now’s the time to set one up and start blogging.
An Email Marketing Platform
In the age of social media, email refuses to back down.
Email marketing is still a leading channel for many businesses across the home improvement industry and beyond. Considering the average return on investment for email marketing is $36 for every $1 spent, it’s easy to see why.
Before you start reaping the rewards email can offer, you need a robust email marketing platform.
An email marketing platform helps you write, schedule, and automate email campaigns. It also allows you to save, segment, and tag audiences, as well as measure your emails’ effectiveness with real-time analytics.
Popular email platform choices include Mailchimp, HubSpot, and SendinBlue.
Social Media Accounts
Social media allows you to connect directly with your audience, build genuine relationships, and share valuable content. You have several platforms to choose from, including Facebook, Instagram, YouTube, and TikTok.
Before you create your professional profiles, research which platforms your audience is using. This way, you can make sure your content is being published in the right places.
Word Processing Software
If you’re going to draft blogs, write social media captions, and keep a list of content topic ideas, you’ll need some kind of word processing software.
The most popular examples are Microsoft Word or Google Docs (which is free for those with a Google account).
As you write content in your word processor, be sure to keep it organized so you can easily find it again. You can do this by creating different folders for different types of content where you can save each piece.
Readability is crucial if your content is going to reach its marketing potential and deliver results. But trying to make your content readable can be difficult if you haven’t written an article since high school.
Don’t let self-doubt get in the way though. Thanks to the power of technology, almost everyone can produce enjoyable, readable, and valuable content.
First, you’ll need software to proofread your content for typos, spelling, and grammar mistakes. Grammarly is a great option.
Then, you can check for readability.
Paste your text into the free Hemmingway App. It will give your writing a reading grade level. Ideally, you’ll want to keep your text at or below seventh grade. A seventh-grade reading level ensures everyone who lands on your site can quickly and easily engage with your content.
Intermediate Content Marketing Tools
Once you’ve mastered the basics of content marketing for construction, there are other tools you can use to step up your content and its reach.
Most of these tools help you make your content stand out more to Google and other search engines, so it’s easier for your audience to find.
SEO—or search engine optimization—is the process of optimizing your website to rank highly in search engine results for relevant keywords. In other words, the better optimized your website and content are, the better chance they have of showing up at the top of search results.
Content marketing plays a leading role in many businesses’ SEO strategies because consistently publishing new, relevant content helps your site rank for a higher number of relevant search terms. The more search terms a website ranks for, the more organic (free) traffic it will attract.
Keyword Research Tool
Your content marketing strategy’s success hinges on your ability to add value. You want to:
- Show how
- Explain why
- Offer solutions
But how do you know what topics to cover to ensure you’re adding genuine value?
One way is to listen to your customers and prospects. What are some common questions they ask you?
Another way is to use a keyword research tool like Ahrefs or Semrush. Keyword research tools can tell you how many people search for a particular word or phrase.
For example, say you run a bathroom renovation company. You want to write a blog article. But you have two topic ideas: “how to remove mold from bathroom walls” and “how much value does a bathroom renovation add to your home?”
A keyword research tool can help in several ways by providing insight into:
- Which topic is more frequently searched
- Which related keywords you might like to target
- What time of year searches peak for each topic
If you don’t measure the success of your content, you’re driving blind. One way to track the outcome of your content marketing efforts is through website analytics tools, such as Google Analytics.
For example, you can track which blog articles drive the most traffic and which result in the highest number of conversions.
By tracking this type of data, you can learn what resonates with your audience and create more content around those topics in the future.
5 Content Marketing Tips for Construction Companies
Now that you have all the tools you need for your construction company’s content marketing strategy, it’s time to start making content.
Use these 5 quickfire tips to help keep you on track for content marketing success.
1. Be Patient
Content marketing will not deliver overnight results. It’s a slow burn, but one that drives a stream of targeted traffic long-term.
Focus on consistency and give yourself a longer timeline to truly gauge the impact of your content marketing efforts.
Content marketing can take as long as 18-24 months to see solid results. And that’s assuming you’re publishing regularly. This is a long-term strategy. It’s not a quick fix.
2. Speak to Your Target Audience
Exceptional content marketing focuses on the audience. The content answers their questions and provides detailed and accurate information.
Plus, you need to use language they’ll understand.
Too much jargon or industry language can make it difficult for readers to engage with your content. Avoid it where possible.
A quick hack to help with this is to imagine you’re having a face-to-face conversation with your client as you write your articles or social media posts.
3. Pay Attention to Reading Grade Level
Don’t underestimate the importance of your content’s reading grade level. Overcomplicated writing can make website visitors leave your page fast.
No one wants to take the time to decode your jargon.
When potential customers visit your blog and immediately leave, it signals to search engines that your website isn’t relevant or interesting. The result is a lower search result ranking for your site.
Remember, you can use the Hemingway App to check the reading level of any content you write for free.
4. Use Visuals
A content marketing strategy is about so much more than the written word. It involves visual elements, too.
For example, if you write a how-to article, accompany each instruction with a clear photo or add a step-by-step video. Or if you put together several case studies, include before and after pictures.
Visuals that complement your written content will help it stand out and make it more appealing to readers.
5. Measure Your Results
Content marketing can take some time to deliver results. But that doesn’t mean it’s a set-and-forget strategy.
Keep close tabs on your website analytics, social media engagement statistics, and email marketing insights. Take note of what’s working and what isn’t.
For example, do list-based articles perform better than how-to articles? Do longer captions encourage more engagement than shorter captions on Instagram? Does using your potential customers’ first names in the email subject line increase your open rate?
Use the answers to these types of questions to continually fine-tune your approach.
Make Content Marketing Your Secret Weapon
Content marketing can benefit your construction company in many different ways, from winning over potential clients to keeping your existing customer base loyal.
Although it can take some time to see real results, the payoff is worth it. The key to success is keeping your customers at the heart of the content you create.
With the right strategy and high-quality, relevant content, you can increase organic website traffic, engage your audience, and establish yourself as an authority in the construction industry.
If you’re ready to get started right now, here are some quick, free potential next steps:
- Set up a free blog. If you’re already using WordPress, that just means turning the option on.
- Plan out three potential blog articles. You don’t even have to do any SEO to get started. Just ask yourself, “What are some of the questions my customers ask most often.” Then write short articles that answer those questions.
- Ask members of your staff if anyone is interested in writing. You might have a writer or two on staff right now and not even know it! And if others can help you with the writing, that’s less work for you.
- Download the free Grammarly add-on. Grammarly offers a Chrome add-on as well as an add-in that works with Microsoft Word.