On the face of it, it might not seem like a match made in heaven; content marketing and construction. After all, construction is all about building tangible things. It’s physical work done with the hands. What’s it got to do with content marketing?
But for construction companies, content marketing is an essential part of your business. If you’ve yet to start content marketing, here are 5 reasons you need to start.
Content marketing drives SEO
Improving your organic search traffic means more people are finding your website through construction related queries on Google. Which is what you want. Why? Well, the more people you drive to your site, the more potential customers you have.But how do you improve your organic search traffic? Through content of course.
To make sure your target audience can find you online for relevant construction related search queries, you need to fill your website with relevant construction related content. This includes your initial website content but it’s also important to regularly update your site with fresh, original content through a blog.
70% of people would rather learn about a company through articles rather than an advert which shows you the power of content marketing. And with content marketing costing 62% less than traditional marketing and generating around 3 times as many leads, it just makes sense.
Content is important for B2B
89% of B2B researchers use the internet in their research process which means you need a strong online presence if you’re going to succeed. But content marketing isn’t just there to help get you found online, the content you produce is designed to be consumed and plays a very important role for B2B businesses.Why? Well, according to B2B Marketing Lab, “the average buyer guides themselves through as much as 60% to 80% of the purchase decision process – reading blogs, eBooks, case studies, white papers and other marketing collateral – before even contacting a salesperson.”
We have this saying that ‘your content meets your customers before you do’ and it’s especially true within the B2B sector. Without a content marketing strategy, you’re closing yourself off from your target audience. Not only does content offer a solid, long-term approach to improving your brand’s visibility online. It also helps you build a strong relationship with your customers.
Content marketing can help boost conversions
Driving traffic to your website is all well and good, but ultimately, you want people to complete an action whilst they’re there. This could be filling out a contact form or making a purchase. So how does content play a role in this?Conversion rates are nearly six times higher for those who implement content marketing compared to those who do not. And this reinforces the previous point about content being integral to the purchase decision process within the B2B sector.
Content can help if you work in a niche sector
When we refer to “the construction sector” we have to remember that it’s such a broad term. With so many companies competing in this sector, it can be difficult to position yourself at the front of the pack. However, if you work in a niche sector within construction, content marketing can work really well to position yourself as a true authority in your field. By regularly writing about your niche sector, providing answers to queries, tips and advice and just generally providing information, you’ll become a trusted source for both Google and your audience.
Alternatively, if you don’t really work in a niche sector, find what sets your company apart from the rest, and zero in on that with your content.
A lot of your competitors aren’t doing content marketing
Despite all these benefits, only 31% of construction company websites actually have blogs. What does that mean for you? Well if you start a content marketing strategy, not only will you start seeing the above benefits, you’ll also be ahead of 69% of your competition.This means that when your audience is searching online using construction related queries, it’s your company that is more likely to be found compared to your competition.
Starting your content marketing journey
Ready to start a comprehensive content marketing strategy for your construction company? Run2 are an experienced content marketing agency in Manchester and we’ve worked with construction companies from a variety of different sectors, yielding some fantastic results.
So if you fancy a 93% increase in organic traffic (Westgate), or a 44% increase in goal completions (Premier Surfacing) just get in touch.