Is blogging part of your construction marketing strategy? How useful Is blogging for generating leads? How do you write a good blog post and how long does it take?
If you’re not using your blog yet, then you should be. Various studies show that businesses that regularly blog get 3.5 times more website traffic and 4.5 times more leads than those that don’t (HubSpot 2015).
With 96% of B2B buyers wanting insightful content from industry thought leaders (Demand Gen Report 2016), there is an appetite for your views and opinions on your sector and specialist knowledge.
Don’t Procrastinate, Get Writing
Don't think you have time to blog? Not sure you can think of enough content? Stop thinking of excuses. Just think of a question that a customer has asked recently and think about how you could use a blog post to give an insightful and helpful answer. This approach can be all that it takes to create a successful content marketing strategy.
There is a bit more to than this, but in the time it takes to write an email, you could have written the basis for an amazing blog post that will create goodwill in the marketplace and raise your profile as an industry thought leader and expert.
Is That All You Need To Do?
Not quite. There are 5 key steps to writing a blog post:
- Keyword Research
- Optimising The Post
- Adding A Call-To-Action
- Formatting The Post
- Publishing & Promoting
Master each of these steps to create a winning post that will be read, shared and responded to.
Once you have written your blog post, it is time to check whether your keywords match the words that your audience are using in search.
Using a tool like SEMRush, you can identify the phrases and words that your audience are using relative to your subject and competitors.
Integrating these keywords will help to improve your Google rankings, making your blog post a strategic marketing tool as well as a lead generation tool.
Optimise Your Post
Before publishing, you should optimise your post with your target keywords. While doing so, remember to write for people first and foremost, not search engines. If it's not easy for someone to read your content, they won't share your blog post and probably won’t return to your blog!
Google uses indicators and metrics such as time on site, shares, etc. to gauge your post’s usefulness, again boosting your rankings and page authority.
Add A Call-To-Action (CTA)
Add a call-to-action (CTA) at the end of the post to entice and engage your reader to learn more. Not including a CTA at the end of each post is like sending your readers down a dead-end street. Always be sure to have a next step for your readers to take to increase their engagement on your website.
Your CTA should relate to the topic of the post and give the reader some additional educational information through a content offer. Make sure that the title of your offer in the CTA is optimised for a keyword that you’re trying to rank for.
Formatting Your Post
Format your blog post to ensure that it is reader-friendly.
Tips for formatting the post:
- Include an image at the top of the post
- Include whitespace (the empty space on the page) to make it easy to read your post
- Include sub-headers, bullets, numbers, and bolding to make your post easily digestible
If you need free, public domain photos, you can find them on these sites:
- Skitter Photo: http://skitterphoto.com/
- Travel Coffee Book: http://travelcoffeebook.com/
- Magdeleine: http://magdeleine.co/
- Pexels: http://www.pexels.com/
- Public domain archive: http://publicdomainarchive.com/
To personalise these images to your business or campaign, use a graphic design tool such as Canva to add text, logos and resize images for your blog post.
Don’t forget to check that your images have alt-tags and they include the keywords you are trying to rank for.
Publish And Promote Your Blog
Once you’ve ticked off your blog writing checklist, it’s time to publish.
Before you do, preview your post on desktop and mobile to make sure everything looks good. A few final tweaks and you are good to go.
Give yourself a high-five!
Now, it’s time to promote it – get your post on all of your social media channels, LinkedIn, Twitter, Facebook, etc.
Now email all your colleagues and tell them that it has been published, send them links to the blog, and all your social media posts. Ask them to share the posts, and even read your blog. They may learn something!
The final touch would be to send a link to all your contacts in the media to see if they would like to carry your piece on their websites and/or magazines. Outreach complete. You can now sit back and think about the topic for your next blog post!
Developing your Content Marketing Strategy
Blogging can be a powerful part of your Construction Marketing Strategy. Frequency and quality are key to success, and it can take a lot of work to really crank up your blogging.
There's planning, research, content audits, building a schedule, writing, editing, designing, publishing, promoting and then analysing the results to feed back into your next campaign. Phew!
It does seem like a lot of work, but Insynth can do a lot of the coordinating and heavy lifting to enable you to produce regular high-quality content to reach out to your ideal customers and attract them to your business.
Find out more about our Content Marketing services to help you deliver better leads, increase your brand authority and help to grow your business.
Insynth Marketing is a leading UK construction marketing consultancy based in Shifnal in the West Midlands. Insynth employ the latest inbound marketing techniques such as construction inbound marketing, to help building product manufacturers grow their businesses by aggressively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.