Performing 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.