How To Use Branded Content To Generate Leads

brand marketing strategyIn today’s crowded construction market, traditional ads aren’t always enough to get your firm’s brand noticed. By using branded content wisely, you can not only reach a wider audience, but also connect better with your ideal prospects so they’ll be more likely to contact you.

Focus on Quality

For your content to garner any attention at all, it must offer real value. You’ll get more leads out of a single piece of well-made content than a dozen articles that blandly repeat facts your audience already knows.

Take the time to create content that’s not just informative, but also entertaining or inspiring. Aim to create content that resonates with your audience on an emotional level, not just an intellectual one. It’s this emotional aspect that sets branded content apart from ordinary content marketing material.

Using branded content doesn’t have to be limited to publishing blog posts, photos of your projects, and video tours of your job sites, either. An unusual format, such as a music video, a game, or a series of interviews can do a lot to set you apart from other construction firms and intrigue your audience enough that they make the effort to get in touch with you.

Guide Your Audience to You

While branded content can get your name in front of your target audience, it won’t necessarily bring you leads unless you steer your audience in the right direction. Your branding can be subtle or direct, but there must be some way for your audience to connect the content with your firm.

End your articles with a note about who created the content, with or without a call to action. In your videos, place your logo in the corner or create a simple outro that introduces your firm. If you prefer a more modest approach, include a link in the video description that leads viewers to a page where they can learn more about how the video was made and how your services fit in.

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