Use Construction Data to Improve Your Content Marketing Strategy

Construction Data

The better your content marketing strategy reflects the realities of the current construction market, the more effective it will be at pulling in customers. Accurate, detailed construction data can help by leading you to profitable markets and pointing out the best ways to reach them.  

Precision Target Your Markets

Even when you know your target market well, construction data will give you a deeper understanding that can help you identify sub-niches. As a building materials supplier, you might have already decided to target industrial facilities. More comprehensive data could show you there’s been an increase in food processing plant construction. With that knowledge, you can create more content aimed at the interests of food processing plant builders and owners, such as articles on the pros and cons of using insulated metal panels in these plants or a video tour of a food processing plant where your materials were used.

Targeted content like this is more likely to catch your ideal clients’ attention and encourage them to contact you by showing them you understand the nuances of their project.

Refine Your Content Mix

With so many different types of content you could produce, it’s easy to take a scattershot approach and end up burning through your budget and time with little to show for it. In-depth construction data helps you avoid this by giving you insight into the needs, interests, and habits of your ideal customers so you get a better idea of how to reach them.

If you’re a drywall contractor specializing in commercial remodeling jobs, the data might show you moderate-budget retail remodeling projects are popping up all around a particular neighborhood. Knowing this, you might decide to focus your efforts on creating a downloadable “lead magnet” tips sheet on cost-effective retail remodeling with drywall, a series of related blog posts, and infographics on retail business issues in the neighborhood that you can share on social media to attract potential customers back to your website.

For more on using construction data to develop a powerful marketing strategy, contact Construction Monitor.

How to Create a Social Media Content Calendar

content calendarConstruction projects don’t always lend themselves to awe-inspiring Instagram pictures, so getting the most out of social media takes some planning. With a well-organized social media content calendar, you’ll always have something to post that rewards your effort.

Clarify Your Goals

Before you plan your approach to social media, decide exactly what you’re trying to do with it. Your goals influence both what you post and how often. Is your main objective to increase brand awareness, improve your reach or bring in leads? For example, daily posts about a home remodeling social media challenge you’re running are likely to help more with brand awareness than with lead generation.

Define Your Schedule

No single posting schedule is right for every company and every platform, so spend some time researching the schedule that best suits your goals. If you want to attract warehouse construction leads from Facebook, it’s enough to publish a few weekly or even monthly high-value posts, such as data-backed tips on managing cold-storage construction costs. If your goal is brand awareness, you might share lighter content, such as striking before-and-after pictures, as often as twice every weekday. Consistency is critical, so choose a schedule you can stick with. Include time for interacting with people in your target audience by sharing, commenting on, and “liking” their posts.

Plan Your Posts

When you’ve settled on a posting schedule for each platform, decide what type of content you want in each time slot: text, images, links, and/or videos. For efficiency’s sake, aim to plan at least a month out.

If you’re trying to generate leads, you might use a case study as a lead magnet and promote it on social media using interesting facts, helpful tips, and eye-catching photos from that case study to encourage potential clients to download it. If you specialize in home additions and want more brand awareness among growing families, you might plan a series of funny or emotional videos aimed at getting shares within that audience.

 

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.