Benefits of Content Marketing for Every Construction Company
Content Marketing Should Be Part of Your Overall Marketing Strategy
There are so many types of marketing out there that use content if you really think about it. And content is a great way to attract and retain an audience and turn them into customers. So there are multiple benefits of content marketing for every construction company. Compared to traditional marketing, the different types of content marketing costs significantly less and convert considerably better. They also generate more leads than paid search does. This is why content marketing is important.
The Content Marketing Institute defines content marketing as follows: “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Benefits of content marketing
Content marketing will not always result in immediate actions or results. You may end up doing multiple content marketing campaigns and see your sales go up only minimally. If you can correct your content marketing strategy as you go along, the returns will be worth the effort. Below are some of the benefits that content marketing can provide for construction companies:
Improve your conversion rates
Content marketing lets you educate, communicate, and build trust with your audience. According to ABG Essentials, content marketing has a conversion rate six times higher than any other digital marketing method. But your audience won’t decide to buy the second they see your content. They will go through three main stages – awareness, consideration, and decision. In the awareness stage, you address pain points; in the consideration stage, you address solutions. If you have done the first two stages right, the decision stage will bring you sales.
Advance your SEO efforts
By optimizing content that you create, it will become easier to improve your search engine optimization (SEO) efforts. This is especially true if you share blogs consistently to your site. Search engines are more likely to index pages from sites that regularly publish blogs, than those that don’t. So, the more blogs you have on your site, the more of your pages will be shown to users through search engines. Blogs also generate traffic long after they have been published. So, as long as your SEO efforts work, you won’t have to pay for views, like through ads.
Increase repeat purchases
You should not stop your content marketing efforts after a lead becomes a customer. If anything, your content marketing to this customer should increase, to encourage repeat sales. The key is to continue to provide content of value to your audience. You can send newsletters and share information about new product releases or services. If you curate content from your customers, it will make them feel like they aren’t just paying for products and services, but to be part of the construction community that you have created.
Get a higher return on investment
According to Demand Metric, content marketing generates three times as many leads and costs 62% less than traditional marketing. The best way to gain a high return on investment (ROI) is by constantly checking analytics on how your campaigns are running and make changes as you go along. Blogs and video content are known to bring in high ROI compared to other types of content as they require less investment to create and reach more people. These types of content keep your audience engaged for a longer time and have more of a chance of converting to sales.
Establish yourself as an expert
If you can create engaging and informative content, you can start to position yourself as a construction industry expert. This will happen if your audience finds your content valuable, authoritative, and credible. So, share blogs on your site and other publishing websites, share news and updates on social media and make industry-related newsletters to share via email. Partner with other experts and personalities for guest content and share some of their content with your thoughts, and soon enough, your audience will be looking to you for guidance.
Create more brand awareness
Unlike most other traditional marketing methods, content marketing is less intrusive. It also focuses on value-added content rather than being promotional. Additionally, it allows construction companies to share their stories. Millions of internet users already unsubscribe from unsolicited emails and use pop-up blockers. But content like blogs, webinars, videos, guest articles, and e-books are all seen as valuable to people if they are done correctly. These kinds of content also generate traffic long after they have been published.
Read more: How you can make a Construction Company Website Content look and read amazing?
The benefits of content marketing for every construction company are almost guaranteed, provided that you know what you are doing, and do it consistently. All good content marketing offers one thing – value. Even annoying ads are clicked on when the reader feels that the ad is providing something of value to them.
If you don’t know how to do content marketing or where to start with content marketing for your construction business, CMGurus can help you out. We offer various construction marketing services, such as content marketing services for your business.