Does Construction Marketing Really Work_ (2)

How many people confess that they’ve questioned whether content marketing really works?

Maybe you’ve read countless construction blogs before sitting down to write your own and are wondering whether it’s worth the effort.

It’s important to remember that while it’s easy to write, it’s not easy to write well.  Your content needs to support and impact the overall success of your business.  It needs to stand out from competition.  You don’t want to be shouting along with the rest of the chorus at the back of the stage.

So, is it worth it?

In short, yes.  A strong content marketing strategy and success are inextricably linked.  Take a look at the Content Marketing Institute’s stats on the correlation between relevant blogging and increased web traffic.  They go to show that there’s power in content marketing.  Here are a few examples.

  • Content marketing leaders experience 7.8 times more site traffic than non-leaders.
  • While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads.
  • 88% of B2B marketers use content marketing in their marketing strategies.
  • Content marketers have conversion rates that are nearly 6 times higher than marketers who don’t copywrite.

But How Does Content Marketing Work?

When you connect with your target audience through empathetic storytelling, you warm strangers into prospects and prospects into leads and leads into customers.

Great content makes readers see your brand or product in a new light.  They learn something new.  Each piece of content is an opportunity to teach.  

One of the ways to achieve this is to incorporate storytelling into your marketing strategy.

Take Contour Heating’s story for example: Contour provided coloured radiator covers to match themed children’s wards in Leighton Hospital, Cheshire.  

Contour's story isn’t just that their coloured radiators inspire wellbeing and happiness in highly-designed care environments; the radiator covers are also coated in BioCote® antimicrobial technology to prevent the growth of microbes and preserve cleanliness.  

Who wouldn’t want Contour to provide for their healthcare environment after reading their story

Tell the truth, but make it fascinating-1

Why Stories?

We don’t always remember data and stats, but we do remember stories.  Humans are wired to experience emotionally.  When we connect with a story, Cortisol and Oxytocin hormones release stress and empathy.  In fact, MRI scans show that the brain responds to hearing a story as if the person were experiencing it directly.

Tell the story that people want to hear, and make sure that everyone at the back can hear you.  But also write the story for the right market.  Know who you want to enchant.

Find the stories in your company by identifying the conflicts that you have overcome.  Where there’s conflict, your reader will naturally want resolution.  Position your company as the hero.  Build emotional substance.  You don’t necessarily need a happy ending, but you should call your reader to action.

Where To Inject Storytelling

  • In your headline. Grab your reader’s attention. They’ll read the headline, but you can’t guarantee they’ll read the article.  Make them want to know more.
  • Product descriptions. Consumers are looking to fulfil a story that they have in mind. If you’re selling swimming pools, let the consumer know that they too could be about to engage in a great, luxury jacuzzi adventure… when they buy your top-of-the-range product.
  • Freebies. Offer some free advice, a demo or a sample of what you can offer to show how the prospect’s story could begin. Let your prospects return for the next chapter, metaphorically speaking.

Create stories that resonate with your readers.  Make them want to comment, like and share on social media.  Make them want to read more.  And remember that you can use storytelling in all forms of content.

Use our Golden Circle model to help structure your storytelling.

The Golden Circle_ Structuring Your Business Story-1

Don't Forget The Happy Ever After

This is where your story with Insynth could begin.

Find out how we can make your content stand out in the construction industry with storytelling. Contact one of our content marketing experts today.

 

Charlotte McCormac

Written by Charlotte McCormac

Charlotte is an award-winning digital content marketer at Insynth construction marketing consultancy, Shifnal. Her short fiction and poetry have appeared in a variety of publications. She has completed a first-class Bachelor's degree in English and is pursuing a Master's degree in Creative Writing.