5 Reasons Content Marketing For Construction

Today’s blog post is a little different. We’re still talking strategy but instead of taking a general approach, we’re honing in on a particular industry – construction companies.

There’s no shortage of marketing strategies out there. When it comes to construction companies, tactics like email marketing and paid advertising just make sense. They’re the kind of tools that offer tangible results that are easy to measure. After all, practically everyone uses tools like these. Plus, it’s easy to justify a tool that your competitors are using on a daily basis. But what about other marketing tactics?

One marketing strategy your construction company may not be using is content marketing.

Don’t stop reading just yet.

Content marketing is a strategic marketing tactic focused on creating and distributing relevant, valuable, and consistent content to attract and retain a clearly defined audience. It may sound like a lot of work, but it’s actually one of the most effective digital marketing tools you could use. Not to mention, one of the most affordable!

If you aren’t familiar with content marketing, check out these 5 reasons content marketing is exactly what your construction company needs.

1. To Get Your Name on the First Page of Google Search Results

If you want to see your construction company on the first page of Google, content marketing is the way to go. Content focused on relevant keywords is the most effective way to boost your website’s SERP (Search Engine Results Page) rankings.

2. To Get More Qualified Leads

Without a doubt, content marketing draws in organic traffic, and organic traffic equals leads.

With a strategic content marketing plan built to help you rank well for keywords that are relevant to your ideal customer’s most common searches and questions, you’ll start to draw in qualified leads. This is a great way to reach ideal buyers who have an actual interest in the types of projects you want to bid on.

Let’s say, for example, you want to build more apartment buildings. You would want your content marketing strategy to be focused on topics related to those types of projects. Content about things like new apartment construction and what permits to pull will draw in leads who are interested in those topics.

3. To Stand Out in the Industry

The construction industry is competitive, and since you’re likely restricted to a particular service area, there’s only so much work to compete for.

Quality content marketing can be the thing that makes you stand out in a crowded market. Not only will it position you well on search engines, generating more qualified leads, but it also helps you build authority in your market. And the more authority you have, the higher you’ll rank for any topic related to your construction company.

When we say authority, what we mean is the more helpful and comprehensive your content is and the more your content answers common questions, the more authority your website will have. Top results on search engines are seen as the ones with the most authority, and a solid content marketing strategy will get you there.

4. Answer Questions Online, Instead of Over the Phone or in Person

Your sales team is most likely answering the same questions over and over, right? When you create content that answers those questions, you’ll save your team some time while also boosting your SEO game.

Any questions your team gets asked on the regular are the same questions getting typed into search engines. Creating helpful, relevant content around those common questions will save your staff the headache and draw in the qualified traffic you’re looking for.

5. To Shorten Your Sales Cycle

Content marketing is a must for digital lead generation, but it’s also essential in nurturing leads for you. Today, consumers do majority of their research online before talking to an actual salesperson.

For construction-related projects, consumers are going to research the top companies in the area, getting an idea of the type of work you do, and checking out your past projects before ever picking up the phone. If you have quality content ready for them, you’re already a step ahead of that sales cycle.

Set your sales team up for success with content that answers common consumer questions, showcases your best work, helps prospects get a good idea of how long their project will take, and what they need to get a quality bid from you.

Utilizing content marketing tools like email workflows, automated sales emails, and content offers, you’ll be able to nurture leads without your sales team having to step in. This way, you’re still working hard to pull prospects through your sales cycle quicker while lessening the load for your sales team. That’s what content marketing does – it goes to work for you.

If your construction company is looking to boost your digital presence, draw in more qualified leads, and get ahead of the competition, content marketing is a must.

Our team is ready to set up a successful content marketing plan for your construction company when you’re ready – all you have to do is contact us!

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