Sandy Bassi
Specifiers, architects and leads want valuable content from your building products business. You can adopt digital to reach your audience in a way that feels natural and organic rather than being disruptive and spammy.
Content marketing attracts, engages, and delights, your target markets – in fact:
- 93% of B2B marketers use content marketing
- 60% of marketers create at least one piece of content each day
- Conversion rates are nearly 6x higher for content marketing adopters than non-adopters
By adopting digital to improve content marketing, you can increase conversions, improve your brand awareness and ultimately – boost revenue.
Read on to find out how you can adopt digital to improve your content marketing…
Social Media Content Marketing
You might think that within the construction industry social media isn’t that important? However, it’s a great platform to engage with your audience and for specifiers and architects to find your brand.
With over 3.6 billion global social media users, it’s easy to understand why so many invest in social media marketing.
For your building products brand, you can use social media to share important news, control the conversations and engage with your audience.
Key elements to consider for your content marketing strategy is:
- Your Business Objectives: Your goals and KPI’s
- Target Audience: Keeping this in mind will be at the heart of your content strategy, so you know what tones and imagery to use
- Mission Statement: What you want to achieve with your content
- Measurement: How you’ll measure success metrics
Blog Content Marketing
Blogs are a valuable form of inbound content and they allow for a lot of creativity in terms of their purpose and topics.
By adopting digital to create blogs you can promote your internal and external content with links and you can work to be trusted advisors in your space.
You should start your content marketing strategy for your blogging by creating blog clusters. This works to help boost the SEO of keywords you rank for.
Clusters are important in creating positive experiences for searchers -- as well as helping content rank in search more effectively.
With each cluster you’ll need a pillar post – this is a post that will have links to all your blogs in that cluster and will be around 1,500-2,000 words.
Video Content Marketing
69% of individuals say they prefer to learn about a brand's product or service through video content.
Adopting digital to create video content can help provide a positive experience for viewers because many prefer to consume content this way.
Videos can help encourage validity to give your building products brand a human feel with more personal video content – showcasing authenticity within your brand.
To begin with, you can start creating informative, short videos on Canva. On Canva you can make high-quality videos without being a professional video editor.
Conclusion
In the midst of all the noise, your building product brand is left with an incredible opportunity – creating content to stop interrupting readers but to start helping them instead.
Content marketing works to generate helpful content for specifiers and architects who are actively searching for it.
By adopting digital to improve your content marketing strategy you can get ahead of your competitors, improve your brand awareness, and generate more leads.
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.