Content Marketing
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Content Marketing For Construction Companies – What is it? by Jim Pegg
These days, people are hungry for content, and smart construction companies are taking advantage of this. This article examines what Content Marketing is, how it works, and how construction companies can take make it work for them.
Content. People are hungry for…starving for…content.
People call this the “Information Age,” and finally it is that information — that content — that’s driving things, that’s making people buy your products or services. Often it’s the major factor in their buying decision — sometimes the only factor — not talking to you or your sales people.
Regardless of where you are in the Construction Industry, you have an immense opportunity to give people the content they crave:
- Commercial or Residential Contractor
- New Home Builder or Multi-Family Developer
- Remodeler or Sub-Trade
- Building Product Manufacturer or Supplier
- Any Tom, Dick, or Harry (or Jane) who Serves the Construction Industry
If you are doing Construction Marketing of any sort, whether you are in the industry or selling to the industry — or both! — Content Marketing will get you results.
So What is Content Marketing?
Content Marketing is a catch-all phrase that encompasses any way you try to attract and gain customers through content. It’s Information your company provides — for free — that:
- Raises your profile
- Makes you look like experts in your field
- Helps people find you on the Internet
- Makes people talk about you
- Raises awareness of your products or services
- Helps to sell your products or services (of course it SELLS, it just doesn’t ram sales talk down people’s throats like a used car salesman trying to support a heroin addiction)
Sill not sure? How about some examples?
Content Marketing is a Blog (or Newsletter):
This is that regular posting of information on a web site, kind of like a syndicated column in a newspaper. Posts can occur as often as several times a day, or as seldom as once per month. I have a blog, lots of companies have blogs. Google absolutely LOVES blogs and it’s a great way to get found by search engines, no matter how big or small your company is.
Content Marketing is a Collection of Articles:
These are not articles about how great your company is! These are articles that will help your customers. A deck builder might offer information about different decking material (even kinds they don’t offer); a plumber might offer a how-to on unclogging a drain; a new home builder might offer tips on choosing the right landscaper.
Content Marketing is Search Engine Optimization (SEO):
Those articles and blog posts? Yeah, they’re all rife with keywords to help the search engines find you. If you’re not doing this, then you’re missing a big chunk of the benefits — and potential sales.
Content Marketing is a Twitter Feed:
Twitter is life in 140 characters or less. But people pay attention to it and follow you.
Content Marketing is Offline (Paper) Too:
Don’t think that content marketing begins and ends on the Internet. Anything you produce for the online world can be repurposed for paper and handed out to your customers. Think about a brochure on how to care for your new hardwood floor. Or a flyer on how to choose a custom builder.
Content Marketing is All About Your Customer:
THE most important thing to remember is that the content you produce has to be something that your customer finds valuable. Yes, you have to include info about your company and your products and services somewhere. But the main focus is on providing information that’s not about you. It’s information that will help your customer.
About the Author
Jim Pegg is a former construction worker and renovation company owner who just happens to have over 14 years’ experience writing and marketing for all kinds of companies. His site, http://www.jimpegg.com, focuses on helping construction companies understand and execute all aspects of online construction marketing.
What is Content Marketing? An Introduction by Interact Media
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60-Second Commute, The: A Guide to Your 24/7 Home Office Life, Adobe Reader $15.96 This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.The 60-Second Commute is the start-to-finish sourcebook for everyone with a home office-or a dream. It brings together practical solutions for childcare, balancing work and family, health insurance, managing your time, organizing your office, marketing, technology, budgeting, vacations, taxes, incorporation, and more. |
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