Content Marketing for Construction Companies
At this point, you have probably heard about content marketing.
Over the last 20 years, content marketing has exploded in popularity in the construction industry, and for good reason.
Content Marketing is one of the most effective marketing tactics, and it has one of the best ROIs of any marketing strategy.
As a construction business owner, you’re probably looking to start doing content marketing for your company. But knowing how to get started can be difficult.
In this blog post, I will explain the 8 steps you need to take to get started with content marketing for your construction business.
1) Define Your Goals
To succeed with content marketing for your construction company, you must define your goals.
What are you trying to achieve? Do you want:
- More website traffic?
- More social media followers?
- More leads?
Once you know what you want to achieve, you can develop a content strategy for your construction company to help you reach your goals.
For example, suppose you’re looking for more traffic to your construction website. In that case, you’ll want to create SEO-optimized content that covers topics your target audience is interested in.
If you’re looking for more social media followers. In that case, you’ll want to create shareable content that covers popular social media topics relevant to the construction industry.
By defining your goals, you can ensure that your content marketing efforts are focused and effective.
2) Define Your Target Audience
Once you have defined your goals, you must define your target audience.
Who are you trying to reach with your content? What are their needs and interests? What kind of content will appeal to them?
To answer these questions, you need to examine the customer base of your construction company closely.
Who are your ideal customers? What motivates them? What are their pain points? What construction service are they looking for?
Once you understand your target audience, you can start creating content that resonates with them.
It’s also important to understand your competition.
Who are other construction companies targeting with their content? What kind of content are they creating?
Understanding your competition allows you to create content that differentiates you from the rest.
Finally, it’s also a good idea to do some market research. Talk to potential customers and get their feedback on your content. This will help you fine-tune your construction content strategy and ensure you’re on the right track.
3) Create a Content Strategy
To produce content that will help you achieve your construction marketing goals, you need to be strategic about the content you create.
You need to decide which kind of content is most likely to help you achieve your desired outcome.
For example, suppose you’re looking to generate leads. In that case, content designed to promote awareness or conversion is more likely to be effective than content intended purely for entertainment value.
No matter the kind of content you choose to create, it’s important to have variety. If you decide to focus on blogging content, you will want to write blogs targeting different interest levels.
- A list post that covers types of kitchen countertops is likely to appeal to someone curious about kitchen renovation but ready to buy yet.
- A “how to” post on fixing a leaky faucet will appeal to someone interested in DIY home renovation projects.
- A pros and cons blog on different roofing materials will appeal to someone looking for info before purchasing a new roof.
As you plan your content, keep your goals in mind and create content that will meet your consumer’s needs.
4) Create a Content Calendar
A content calendar is a tool that helps you plan, organize, and track your content marketing.
It ensures that you regularly publish content and helps you track your progress over time.
If you need help getting started, many content calendar templates are available online (check out our content calendar template). Once you’ve selected a template, fill in the information for each piece of content that you plan to publish.
If you’re not into templates and want to create your own content calendar, here are 7 simple steps to create a content calendar that works for you:
- Pick your topic
- Choose a content type: blog posts, articles, videos, infographics, etc.
- Select a distribution channel. Such as your website, email list, or social media.
- Assign a content creator. This could be you or someone on your team.
- Set a publishing date. This is when you want your content to go live.
- Log all this information in a Google or Excel sheet.
- Rinse and repeat!
5) Start Creating Content
Now that you have a content calendar to track your progress, it’s time to start creating your content.
This step is straightforward, but it’s also the most difficult. Making a plan is easy; creating the content takes time and effort.
Keep your goals and customer persona in mind as you create your content. Focus on creating quality content that is helpful to your audience.
Don’t worry about the speed of production up front. You will become better at producing content quickly as you become more comfortable with the content creation process.
If you need help with content creation, check out the video below.
Additional Content Creation Resources
6) Distribute Your Content
Your website’s blog, email list, and social media accounts are excellent channels for content distribution. Make sure you select the right channel for your target demographic.
Platforms like Instagram and Tiktok are great options for targeting a young audience.
Facebook posts and emails will be more effective for an older audience.
There is no one approach to content distribution – you should tailor your strategy to your target audience.
Selecting the proper channels for distribution will have a significant impact on the success of your content marketing efforts.
7) Measure The Impact of Your Content
Once you have created and distributed your content, it’s time to measure its impact.
There are various tools for tracking content performance, all of which will help you understand how your content is being received by your audience.
Google Analytics is one of the best tools for measuring website traffic and blog post performance.
Most social media platforms also offer analytics tools that are built into the application. These tools will help you understand how your social media content is doing.
Make sure you set up and utilize these tools before you begin publishing content so you can track your content marketing campaign.
You need to measure the performance of your content. Otherwise, you’re missing valuable information. The data collected by analytics tools can help you improve and optimize your content marketing efforts.
8) Adjust Your Strategy and Repeat
Now that you have published content for your construction business and tracked its impact, it’s time to assess the success of your content marketing campaign.
The first step is to take a close look at your data. Look at your website traffic, social media engagement, and conversion rates. These data points will give you a good idea of how your content is performing.
Next, ask yourself whether your content is achieving your goal.
- Have you increased your website traffic?
- Have you generated more leads?
- Do you have more social media followers?
If not, what can you do to make your content more effective?
Take a look at the content that has performed the best and ask yourself why that content did well while others did not.
Consider whether your content resonates with your target audience.
Are they reading and sharing your content?
If not, why not?
Take the insights you gain from this process and use them to update your content creation strategy.
Eager to get started with content marketing for your construction company? Not so enthusiastic about doing it yourself?
Grab a spot on our calendar to discuss how we can help with your content marketing journey.