Content marketing attracts new customers by helping people solve problems they’re having related to your service’s buying cycle. Do it right, and your would-be customers will find you faster and have more reason to choose you over your competition.
Research Your Market
To create content your target customers want to read, you need to know what they’re planning. Building permit data can give you a lot of insight into what your local homeowners and property developers are up to. For example, you might find quite a few kitchen renovation permits have been issued recently in middle-class neighborhoods. Knowing this, you can assume these homeowners are in the market for new, mid-range countertops, cabinets, and appliances.
If you sell one of these products, you might create content on choosing budget-friendly options that stand up to wear. If you’re a general contractor who handles renovations and remodeling, content on prioritizing expenditures and planning a kitchen layout are good bets. As your potential clients research their projects online, they’ll find your content and come to see you as the kind of helpful, knowledgeable provider they want to work with.
Focus on Buyers
It’s a common mistake to focus on topics that attract the most visitors, whether or not those visitors are potential buyers. To avoid this, consider the topics your ideal customers will research as part of the buying process. Think through the questions and problems they might have, and the decisions they’ll need to make. Then create content that provides valuable guidance on those topics. While this level of focus might bring you fewer visitors overall, the visitors you do attract will be more profitable.
If you’re a roofing contractor or roof truss manufacturer, an article on the history of roofing styles in early New England might attract plenty of architecture students, but few paying clients. Change that to The Pros and Cons of Common New England Roof Styles, though, and you’ll bring in people planning a new build or a roof replacement.
For more tips on creating content that attracts your ideal customers, contact us at Construction Monitor.