Amazing Content Strategy for the Construction Industry

When it comes to digital marketing, content is at the very core of the digital strategy.

Great Content offers information and guidance to your customers as well as educates them on how they can benefit from your services and products.

What are the types of content a compnay in the construction industry can choose from?

• Blog posts
• White papers
• Case studies
• E-books
• Live events
• Video streaming
• Guides/Manuals
• Podcasts
• Demos
• Webinars
• Email newsletters
• Videos ( marketing videos, sales videos, case studies, brand overview, walkthroughs, motion graphics, animations, etc.)
• Games
• Courses and masterminds
• SMS and push notifications

The most effective way to create a content strategy in the construction industry is to broadly create two kinds of content:

a) Content about your brand — creating content that helps build trust, establishes authority in the market place, communicates the vision & culture of the company and differentiates your company from competitors.

b) Content about your products and services — creating content that communicates the benefits, features and unique value of your products and services. This is the content that creates leads and converts to sales.

There’s a good reason why you need to create two types of content strategies. As a customer considers their buying options, they move through phases of the customer journey and at each phase, they have different knowledge and different needs. The objective of marketing is to connect with the customer, regardless of where they are in the customer journey. For instance, if a customer is considering to buy a house, he/she will look into location, size and price (product). They will also look into the company selling the houses as well (brand).

There are broadly four stages in the customer journey:

a) Problem Discovery — where, when and how your potential customers learn that they might have a need of what you do. At this stage, the potential customer is seeking clarity on their problem. Example of Content types and sources at this stage include friends, networking groups, articles, news and podcasts.

b)Brand awareness — where , when and how your potential customers are first exposed to products and services. At this stage, potential customer are considering options to solve it. Example of Content types and sources at this stage include webinar, whitepapers, social media, website, SEO, billboard, radio and YouTube.

c) Education and Evaluation — what potential customers pay attention to as they deepen their knowledge on the industry. They evaluate the solutions and the companies as well. Example of Content types and sources at this stage include product demos, testimonials, case studies, online communities, podcasts and articles.

d)Purchase— where and how your potential customers make their purchase decisions. Example of Content types and sources at this stage include product videos, reviews, webinars and guidelines.

Companies in the construction industry are still reliant on events, referrals, exhibitions and other similar approaches when it comes to marketing. The biggest advantage about creating content vs trade shows, for example, is that content easier and cheaper to scale.

Content marketing is not easy and brands need to get a lot savvier about their content.