Content marketing has become increasingly attractive to many businesses and brands seeking to expand their web presence. But what is content marketing and how does it work—beyond being a sleek buzzword in cyberspace? Can it work for those in the earthly construction industry?
In essence, content marketing is any marketing involving the creation and sharing of media content to help and inform customers—ultimately with the goal of acquiring and retaining them. It takes a variety of forms including news, videos, white papers, ebooks, infographics, how-to guides, and blog posts.
Content marketing is viewed as solely functioning on the internet, but that’s not necessarily the case. One of the primal forms of content marketing would be the famed Michelin Guide, published over a century ago.
And yes, content marketing can be beneficial to those in the construction industry seeking to expand their online branding and generate traffic.
One of the main reasons content marketing is beneficial is because it’s currently seen as an essential aspect of any internet marketing and its continual paradigm changes. After all, it was marketing guru, Seth Godin, who said, “Content Marketing is all the marketing that’s left.”
Those are bold words, but these are bold online times. As examples, 88 percent of B2B marketers in North America already use some form of content marketing, while 76 percent of overall marketers are increasing investment in content marketing in 2016. All trends point to the financial rewards of content marketing.
Centering on the construction industry, a prime example of content marketing success can be found in a case study by Delta Marketing Group involving commercial contractor company, North Country Mechanical Insulators (NCMI). By using a sound inbound marketing strategy, NCMI increased its organic web traffic by an astounding 200 percent, as well as rank in the first page of Google under its preferred keyword (“mechanical insulation”). NCMI achieved this by optimizing its pages for local keyword search, rebranding its online persona via content as an “energy advocate,” and escalating its social media presence, among other strategies.
Adding to this, our research reveals that only 26 percent of general contractors utilize any form of online marketing. In other words, the internet is wide open to fill with traffic-generating content.
Content marketing is the future now, and construction companies should further pay heed for these three reasons:
CHANGING CONSUMER PSYCHOLOGY
It’s no secret that everyone is flooded with more information than ever before. The average American is bombarded with five times more information than he or she saw 15 years ago. It is more of a secret, though, that consumers have become anesthetized to unwanted information. Furthermore, mobile technology has shrunk the space to advertise in and Ad block technology has made it easier to expel intrusive advertising from screens.
Look at it this way: Once banner ads were ubiquitous across the internet, and the investment paid off for many companies. That’s no longer the case. According to recent data from marketing company HubSpot, the average click-through rate of display ads is merely 0.1 percent.
Content marketing is the answer to this, bringing the buyer down the sales funnel by adding value, education, and entertainment in their purchasing journey.
Just as consumers have become more nimble at avoiding traditional marketing, they have also become more cynical as they navigate a vast field of brands wanting their attention on the internet. It’s just not enough for companies to explain how great they are—they have to show them.
This is where thought leadership comes in. Company heads can highlight their knowledge and expertise via articles, videos, infographics, and other elements of content marketing. This not only improves a brand, but it also assists and educates consumers—ultimately making them more grateful, trusting, and potentially closer to the contact form when it comes time to make a buying decision.
Search Engine Optimization remains key in any form of internet marketing. A good construction company craves the highest possible ranking on Google and other search engine providers (and the case study mentioned above made it a reality with NCMI). One way to rank is to spend inordinate amounts of money to remain on the first page of a search engine. The other is to utilize content marketing.
Content marketing is, at its core, about creating relevant content. The more valuable content created with relevant keywords, the higher the chance a website has of being indexed by search engines. Furthermore, more videos created can be noticed on YouTube, more infographics drawn can be shared on Social Media, and more guides published can be downloaded from a site into the hard drive of potential customers.
BEYOND THE CONTENT
Beyond the mentioned, content marketing is useful for branding, public relations, and even networking. This type of marketing is traditionally more cost-effective than other internet marketing, although distribution depends on a company’s needs (AdWords, Social Media displays, etc.). A construction company does not need an agency to successfully content market—simply a dedicated staff and owner that want to share their insights and passion with the industry.
At the end of the day, content marketing benefits consumer needs and forges a bond between brand and customer. That’s never a bad form of marketing … ■
About The Author: Miguel Conner is the marketing director for qSample, a research firm that specializes in general contractor audiences. For more information, visit www.qsample.com.
Modern Contractor Solutions – March 2016
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