Building on Your Content Base to Build Your Brand

build your brand with contentYour construction company’s brand isn’t just your logo and tagline, but also the information you provide your audience. A solid base of valuable content helps your potential clients understand what your brand is all about.

Focus on Your Clients’ Needs

Start building your content base by creating five to 10 long-form blog posts that provide timeless, valuable guidance. For each one, focus on answering one of the most pressing questions your ideal client might have.

Once you have ideas on what to write about, choose a format for each post. Depending on the topic, your post might be a step-by-step how-to, a quick-start guide, a media-based post with photos and videos from your portfolio or a statistics-based post about current best practices.

Sharing stories of your clients’ successes is an especially effective way to showcase your brand’s best attributes and pull in leads. Outline a problem your client had, then detail how you solved it and what benefits your client gained from your solution.

Develop Your Content with Care

When you’re ready to write, go beyond your own knowledge and experience. Include hard data from reputable sources along with your own analysis and consider interviewing other experts. To garner the most backlinks and shares, you’ll want to aim for at least 2000 words per post, so it helps to draw in material from a variety of sources.

Throughout your content, weave in examples of what your brand stands for. If you want to be known for comprehensive home renovation services, mention the hard-to-find services you offer or describe how you’ve guided clients through the entire design, production, and construction process. Finally, remember to lead your readers toward the action you want them to take, whether that’s downloading a case study or calling you to schedule a meeting.

Once you have your first foundational content online, focus on promoting what you have, but don’t stop building your base. Following an editorial calendar can help you find time to create more high-quality content.

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