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How to Master Content Marketing for Construction Companies

Apr 30, 2024 | News

Content marketing for construction companies is a strategy growing in popularity across the industry. From towering skyscrapers to humble abodes, every construction project tells a story, and content marketing serves as the storyteller. These stories help showcase your company’s expertise, innovation, and value.

This guide will help you increase enquiries for your construction company through content marketing. Discover actionable steps, creative ideas, and real-world examples to craft a strategy that works for you.

Whether you’re new to marketing or looking to level up your efforts, let’s dive in and master content marketing for your construction company together.

Image of someone planning content marketing for construction companies

Construction content marketing is a powerful tool for increasing brand awareness and enquiries

 

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What is Construction Content Marketing?

Content marketing is a construction marketing technique that involves creating and distributing valuable, relevant and informative content tailored to the construction industry. This content aims to showcase expertise, highlight projects and provide valuable insights to your target audience.

The goal of content marketing for construction companies is not only to promote your services but also to establish authority and credibility within your industry. Providing helpful content will build trust with your audience helping increase the likelihood of them choosing you for their next project.

Construction content marketing can take various forms, including blog posts, case studies, videos, social media posts, and more.

 


 

Benefits of Content Marketing for Construction Companies

Content marketing can benefit your construction company in several ways:

 

1. Establish authority

Consistently producing high-quality content such as blog posts, videos, or case studies, you’ll position your construction company as an authority in its field. This helps in building trust with potential clients who are seeking reliable expertise.

 

2. Generate leads

Content marketing helps your construction company attract potential clients who are researching construction-related topics online. By providing helpful content, you can capture the attention of these prospects and turn them into leads for your services.

 

3. Educate your audience

Construction projects can be complex, involving various processes and technical aspects. You can use content marketing to educate your audience about best practices, technologies, safety regulations and more. This will help your audience make more informed decisions and trust the expertise of your company.

 

4. Showcase your expertise

Content marketing enables you to showcase your past projects and client testimonials. This demonstrates your track record of successful projects, which helps build credibility and attracts new clients.

Image of a construction project in progress

Showcasing your projects can help build trust with potential clients

 

5. Improve Google rankings

Optimising your construction industry content for search engines can help increase your company’s online visibility. Targeting the right keywords and providing valuable information will help you rank higher in search engine results and drive organic traffic to your website.

 

6. Enhance brand awareness

Consistent content creation and distribution across various channels help your construction company increase brand visibility and recognition. Whether it’s through social media, email newsletters, or industry publications, content marketing helps your company stay top-of-mind among your target audience.

 

7. Build relationships

Content marketing isn’t just about constantly pushing new content. Engaging with your audience through social media interactions and email newsletters can help build relationships. This helps promote brand loyalty and repeat business.

 

8. Cost-effective marketing tool

Compared to other forms of marketing such as magazine or radio ads, content is often more cost-effective. Although construction content marketing takes time and resources upfront, the long-term benefits of brand awareness and lead generation can far outweigh the costs.

 


 

9 Steps to Create Your Construction Content Marketing Strategy

Creating an effective content marketing strategy for construction firms involves several key steps. Here are some tips to help you develop a successful strategy:

Graphic showing the 9 steps to create a content marketing strategy for your construction company

Read on to find out what’s involved in each step

 

1. Understand your audience

Start by thinking about your target audience. Who are they? What are their pain points, challenges, and interests? Use surveys, research or previous interactions with clients to help shape these answers. Understanding your audience will help create content that resonates and addresses their needs.

 

2. Set Clear Goals

Determine what you want to achieve with your content marketing efforts. Whether it’s increasing brand awareness, generating leads, showcasing expertise, or something else, having clear and measurable goals will guide your strategy and help you track progress.

 

3. Research Keywords

Conduct keyword research to identify topics and search terms relevant to your audience and industry. Use free or low-cost tools like Google Keyword Planner or SE Ranking to discover popular keywords related to construction that you can incorporate into your content.

 

4. Create a Content Calendar

Develop a construction content calendar to plan and organise your efforts. Outline topics, formats and publishing dates for each piece of content. A content calendar helps maintain consistency and ensures your content aligns with your overall strategy. You can also time your content with industry trends, events or seasonal behaviour.

 

5. Diversify your content

Test different content formats to see which your audience engages with most. Consider using blog posts, case studies, videos, podcasts and more. Diversifying your construction company content allows you to reach a broader audience in the best way for them.

 

6. Optimise your content for search engines

Incorporate search engine optimisation (SEO) best practices into your content to improve its visibility in search engine results. Use relevant keywords, optimise meta tags and descriptions, include internal and external links, and create high-quality content that aligns with user intent.

 

7. Promote your content

Don’t rely solely on your audience stumbling upon your website. Promote your content across various channels including social media, email newsletters and industry forums. Tailor your content for each platform and engage with your audience to encourage sharing and interactions.

 

8. Measure & analyse performance

Track the performance of your content marketing efforts for your construction company. Use Google Analytics to analyse website traffic, engagement and conversions. Use the data to understand what’s working well and where there’s room for improvement, then adjust your strategy accordingly.

 

9. Stay consistent & adapt

Construction content marketing is unlikely to come with overnight success. Regularly publish high-quality content and be prepared to adapt your strategy based on feedback and changes in the industry.

 


 

Construction Industry Content Ideas

Here are some ideas to help get your construction content marketing strategy started:

 

1. Project Highlights & Testimonials

Share success stories and highlight completed construction projects. Include information about your project, challenges faced and outcomes achieved. Before and after photos, videos and client testimonials can enhance your content.

 

2. How-to Guides & Best Practices

Create tutorials or best practice guides on construction-related topics. This could be DIY projects, construction techniques, safety procedures, equipment operation, or sustainable building practices.

 

3. Industry Trends and Insights

Create articles, videos or podcasts discussing the latest trends, innovations and challenges in the construction industry. Offer your insight into how you think these changes could impact your audience.

 

4. Behind-the-scenes Content

Offer a glimpse behind the scenes of your construction projects to show your progress. This could include time-lapse videos, interviews with workers or day-in-the-life features for different roles within your company. This approach will give potential clients an insight into who could be working on their project.

 

5. Local Community Work

Highlight your construction firm’s involvement in local community projects or charity initiatives. Share stories and photos from events or fundraising campaigns. This helps promote both brand awareness and brand loyalty. Check out our work with Andys Man Club and Supergood for some inspiration!

Image of Andys Man Club Heras fence covers

Highlighting your local community work engages your audience with your content marketing

 

6. Industry Events & Conferences

Provide coverage of industry events, trade shows and conferences relevant to the construction sector. Interview industry experts or share key takeaways and insights gained from attending these events.

 


 

Where to Promote Your Construction Company Content

Now you’ve created your content, you need to make sure it’s seen. Below. are some channels that are well-suited for promoting content in the construction industry.

Image of a team planning their construction content marketing channels

Read on to find the best content marketing channels for your construction company

 

1. Website/Blog

Your company website is your central hub for your content marketing efforts. Publish blog posts, case studies and other valuable content on your website to attract and engage visitors.

 

2. Social Media

Use social media platforms such as LinkedIn, Facebook, Instagram and TikTok to share your content with a wider audience. Tailor your content to each platform and use relevant hashtags to increase post visibility and engagement. Over time you will get an idea of which platforms work best for you. Focus your efforts on maximising engagement on these platforms.

 

3. Email newsletters

Build and nurture relationships with your audience by sending out regular email newsletters featuring your latest content, offers and company updates. Encourage subscribers to visit your website and engage with your content further.

 

4. Industry Forums

Participate in online forums and communities where construction professionals gather. Share your expertise, answer questions and promote your content in relevant discussions.

 

5. YouTube

Create videos showcasing your construction projects, tutorials, interviews or behind-the-scenes footage. Publish your videos on platforms like YouTube or Vimeo. Video content is highly engaging and shareable, helping increase brand awareness and attract new audiences.

 

6. Trade Publications & local media

Partner with industry local newspapers, magazines and websites contributing guest articles, interviews and sponsored content. This helps you reach an audience of professionals and decision-makers within the construction industry.

 

7. Search Engine Advertising

Use paid advertising such as Google Ads to supplement your organic content promotion efforts. Target relevant keywords related to construction services directing traffic to your website pages that provide value.

 

8. Referral Programs

Encourage satisfied clients and industry contacts to refer others to your content and services. Use incentives such as discounts, rewards or premium content to increase referrals and amplify your reach.

 


 

3 Construction Industry Content Examples

 

1. Barratt Developments PLC

Barratt Developments is one of the largest residential property development companies in the UK. They have implemented a robust content marketing strategy to engage with homebuyers and promote their developments.

Screenshot of Barratt Developments website showing their useful content

Barratt Developments use informative articles and virtual tours as a key part of their content strategy

 

Barratt’s website features a wealth of content, including informative articles, virtual tours, interactive floor plans, and video testimonials from homeowners. They also utilise social media channels to share updates on their projects, showcase design inspiration, and provide guidance on the home-buying process.

By offering valuable content and fostering meaningful interactions with their audience, Barratt Developments effectively attracts and converts prospective homebuyers.

 

2. Taylor Wimpey

Taylor Wimpey is another prominent UK-based housebuilding company known for its effective content marketing efforts. They maintain an informative and user-friendly website that offers a range of resources for homebuyers, including virtual showhomes, mortgage calculators, and guides to the homebuying process.

Taylor Wimpey’s blog features articles on topics such as interior design trends, home maintenance tips, and community events, providing valuable content for both current and prospective homeowners.

Additionally, they leverage social media platforms to share updates on their developments, engage with followers, and showcase their commitment to sustainability and community involvement.

Screenshot of how-to guides page on the Taylor Wimpey Website

Taylor Wimpey regularly post useful blog articles as part of their content marketing strategy

 

3. Screwfix

While not exclusively focused on construction, Screwfix is a leading retailer of trade tools, hardware, and building supplies in the UK. They have built a strong online presence through their website, blog, and social media channels, offering a wealth of content tailored to their target audience of trade professionals and DIY enthusiasts.

Screwfix’s blog features practical tips, product reviews, how-to guides, and project inspiration, catering to the needs and interests of their customers. They also engage with their audience through social media, sharing helpful content, responding to queries, and showcasing customer projects.

Screenshot of buying guides section of Screwfix website

Screwfix create buying guides to position themselves as a trusted resource for their audience

Screwfix’s content marketing strategy effectively positions them as a trusted resource for construction-related information and products, driving customer loyalty and brand advocacy.

These UK construction businesses demonstrate how effective content marketing can help companies attract, engage, and retain customers in the competitive construction industry. By providing valuable content that addresses the needs and interests of their target audience, these companies establish themselves as authoritative voices in their respective fields, driving brand awareness, loyalty, and business growth.

 


 

Mastering content marketing for construction companies is key to standing out in the industry. By harnessing the power of storytelling, showcasing expertise, and providing valuable insights, you can increase inquiries and build trust with your audience.

Use the tips above to craft a construction content marketing strategy that works for your brand. Stay consistent, don’t be afraid to try something new and always be prepared to change your approach in line with feedback, trends and industry changes. Be patient, the results will be worth the wait.

 

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