Because planning a construction project is no small undertaking, your prospects come to your blog and website looking for information that will help them through the process. Shallow, generic content won’t cut it. Give your audience clear, in-depth, actionable guidance, though, and you’ll hold their attention while gaining their trust.
Useful, Original Content Stands Out
Focusing on your prospects’ interests is the first step to creating content that stands out in their minds. Keyword research, social media research, browsing your competitors’ blogs, and asking your prospects directly are all effective ways to find out what you should be writing about.
Once you know what questions your prospects want answered, set out to provide in-depth answers. To do that, you might need to conduct your own research, collect and analyze data or interview multiple experts.
By investing this kind of effort, you can give your readers valuable, unique information they can’t find on your competitors’ sites. If your commercial construction prospects want to know which office building features garner higher lease rates, your independent research on the topic is bound to attract their attention.
Develop an editorial calendar that gives you plenty of lead time to create your content. Even if you’re writing from experience, taking time to tap your memory and organize your thoughts will give you better results.
Clarity Keeps Your Readers Interested
Construction is a complex topic, so the easier you can make it for your prospects to grasp the concepts they need to know, the longer you’ll hold their attention.
For each blog post, create an intriguing headline that makes it clear what your visitor stands to gain by reading. Think from your reader’s perspective and clarify any ideas they might not be familiar with. Write in a conversational, yet professional tone and keep industry jargon to a minimum.
Good formatting also helps your readers stay focused. Use plenty of white space and keep your paragraphs short. Break up text with subheaders, bullet points, text boxes, graphics, and photos.