Henry Jones
Successful lead generation relies on the bringing together of 7 key pillars that unite to give you a robust strategy for driving the number of enquiries, contacts and connections that your building products company make.
The second pillar of these 7 is content, which will be delivered in two parts. This term umbrellas a host of written elements that make up your content library throughout your company.
In this second instalment of The 7 Pillars Of Lead Generation series, we will explore how content can help you in the building of your lead generation strategy. Pillar 1 – Strategy can be read here.
What Is Content Marketing?
Content marketing is a fundamental inbound marketing technique and is essential to lead generation. Forbes writes that content is the foundation of your inbound marketing efforts, it’s the fuel in all your construction marketing campaigns.
Content should be impactful. In order to drive successful lead generation, you should be seeking to get your content noticed by as many people as possible; this could be through email marketing or online and social media shares. Promoting your content is key, we’ll explore this in greater detail later in The 7 Pillars of Lead Generation Series.
Different types of content include:
- Blog posts
- Newsletters
- Video
- BIM Objects
- Technical Drawings
- Datasheets
- Digital CPD
- Product samples
- eBooks
- Whitepapers
- And many more
Whitepapers and eBooks are your most substantial pieces of content. They have higher volumes of concentrated information.
Whitepapers are more technical than eBooks. While eBooks are designed to be skim-read, whitepapers are intended to be more linear, formal pieces that require more focused reading.
Consider Your Audience
A large part of building a lead generation strategy with content marketing is, according to HubSpot, experimenting with new types of content. Different audiences will engage with certain types of content in an alternative way to another audience.
For example; an experienced specifier with over thirty years’ experience in the industry may feel more comfortable consuming their content in the form of a printed brochure.
A university graduate working on their first project as a junior in an architectural practice, might prefer a podcast or an emailed newsletter with access to your content in one place that arrives in their inbox weekly.
This means your content marketing must be diverse and reach to all of your audiences rather than just one. You shouldn’t create just blog posts if there are people in your audience who actively look for your eBooks or videos.
Listen To Feedback
Once you’ve put your content out there, it’s easy to sit back and never think about it again. But with this mindset your content will never fulfil its potential and your strategy won’t develop.
Monitoring the feedback to your content, allows you discover the topics and channels your audience prefers. This knowledge should then be utilised to inform the next piece of content you produce.
Read the comments and then write a blog that answers the common questions or concerns. If a ‘how-to’ guide is the most popular resource on your website, perhaps you could create a video with step-by-step instructions.
The feedback and data can be used over and over again to help position you and our building products company as a helpful guide and expert in your sector: this is the essence of inbound marketing.
Conclusion
Content marketing is a huge part of your lead generation efforts as it embodies the ways in which you will attract people to your company through a variety of different formats.
With a properly varied content library of blogs, eBooks, podcasts and other formats, you can attract the ideal target audience for your company and begin the process of qualifying them and transforming them into customers.
Part 2 of Pillar 2 will explore how to further drive your lead generation and help your company to achieve the sales and marketing goals that you’ve set, to help you meet your vision and mission.
Would you like to find out more? Click on the banner below to find out how construction marketing can help you grow better!
About Insynth
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.