How a Content Marketing SWOT Analysis Can Help Your Construction Business

SWOT analysisPerforming a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on your content can help you get an effective, workable content marketing strategy into place quickly. With this done, you can be sure everything you publish will pull its weight in terms of bringing you new construction leads.

Get Your Bearings Fast

If you’re at a loss for how to move forward with your content marketing, a SWOT analysis can show you the way. It’s a simple process that gives you clear, usable results quickly even if you’re not an expert at marketing or data analysis. To start, all you’ll need is a list of basic stats on your best and worst performing content, such as formats, topics, lengths, and traffic sources, and a similar list for your main competitor’s best content.

Then work through the process of listing your content’s strengths, weaknesses, opportunities, and threats. If your best performing content focuses on cutting-edge innovations in prefabricated buildings, but your competitors are behind the times, you’ve found a strength you can capitalize on. If you notice your competitor’s content shows up in the search engine results ahead of yours, that’s a threat to look out for. Competitor not doing much on social media? There’s an opportunity for you to grab the leads they’re missing.

Create a Basis for Your Strategy

When you know what your content has going for and against it, you can more easily determine the direction you want to take with your content marketing. Say you want more single-family home construction leads. If you know you’re good at creating home tour videos and you’ve spotted an opportunity in social media, you might focus on filming more videos for social media.

With that goal in mind, you can get to work brainstorming ideas for videos, deciding how to integrate them into your sales funnel, and scheduling them in your editorial calendar. Instead of spending weeks crunching data, with a SWOT analysis, you can start creating strategic, lead-generating content within a day.

3 SEO Myths to Ditch Today

SEO factsImproving your website’s search engine rankings takes focused, on-going effort, so the last thing you should do is waste your energy following misguided beliefs. Get clear on today’s common SEO myths and you can get on with what actually matters.

Myth 1. Keywords Aren’t Important

Over-using keywords is definitely a thing of the past, but keywords still affect your ranking. Nowadays, placement and context matter more than frequency. In a blog post about luxury multi-family housing, use variations of that term in your title tag, one or two headers, article body, and one link’s anchor text, but also include related terms such as “in-unit amenities” and “shared spaces.” Most likely, those terms will show up naturally as you write. Take time for keyword research, too. It helps you spot topics your audience wants to learn about.

Myth 2. Link-building is Dead

It’s true submitting your articles and links to general directories won’t help much, but backlinks from high-quality websites are as valuable as ever. If you specialize in office building construction, links from authoritative sites on commercial property investment, facilities managements, and related topics tell the search engines you’re an authority in your field.

To get backlinks like this, reach out to website owners in non-competing businesses that share your audience. If you create a useful resource, such as a free video course, drop a line to website owners letting them know you have something that might benefit their readers. Ask the owners of popular blogs if they accept guest posts.

Myth 3. Social Media Won’t Help Your SEO

Search engines pay little attention to backlinks from social media, but social media can help you get backlinks that do matter. Posting your work and interacting with your ideal prospects gets you in front of a wider audience. There’s a good chance some of those readers will find your work valuable enough to link to from their own sites, and it’s those links that boost your search engine ranking.

 

Using Instagram Analytics to Improve Your Marketing Strategy

social media analyticsWhile you’re posting photos, thinking up captions, and mingling with your target audience, your Instagram analytics tool is busy gathering valuable data. Used wisely, this information can help you fine-tune your marketing strategy to better connect with your potential clients and even find whole new markets.

Understanding Your Followers

The basic demographic information Instagram analytics tools provide tells you about the kind of audience your posts reach. This usually includes the gender split and most common age group, location, and online times. If you find you get more visitors from Providence than Boston, you might invest more in print ads in the Providence area. If you see most of your visitors are in the 55 to 64 age group, you might decide to go for more offline marketing overall.

Evaluating Your Posts

Knowing which posts get the most attention from your followers gives you valuable insight on the types of services they might be looking for. Instagram analytics tools help you spot patterns by letting you segment performance data on your posts by content type, specific time period, and measurement, such as reach or engagement rate.

Say you notice your older followers are most active on your home remodeling posts. That could be a sign to put more emphasis on offering home upgrades such as aging-in-place features or home offices older adults can use for their post-retirement self-employment plans.

Looking at the Big Picture

In terms of guiding your marketing strategy, the data you get from your Instagram analytics is most useful as a broad overview of your audience. Avoid the temptation to see one or even a series of successful posts as proof of what your audience wants. Instead, look for patterns and trends. If one post about recycled building materials goes viral, that might only be thanks to a recent TV news report. If these kinds of posts are increasingly popular with your followers, though, you’re probably onto something profitable.