Brennan Chui
In a notoriously competitive industry like construction, standing out from the crowd requires some hard work. Effective content marketing can help you achieve this goal by strategically positioning your brand on search engines for relevant topics, which in turn attracts more qualified leads to your business.
By consistently sharing expert insights and answering your audiences frequently-asked-questions on your website, you not only improve your visibility on search engines but also establish yourself as an authoritative leading figure in the market. This authority translates into higher rankings for topics related to your construction products, making you a trusted advisor to the architects.
How Content Marketing Helps You Reach Target Customers
The way architects specify has changed significantly. Research suggests that 70% of the ‘buyers’ journey’ is complete before speaking with a salesperson. And according to Moz, 88% of consumers use online research to seek out information about a company.
This highlights the importance of having a strong online presence, and content marketing is an effective way to cater to these information-seeking consumers.
Traditional methods of reaching specifiers, such as tradeshows, have become less effective in the digital age. Nowadays, only a minuscule 0.7% of specifiers visit tradeshows to find products, while a vast majority (98%) prefer conducting their research online. This shift in specifier behaviour underlines the necessity of adopting a digital marketing approach that addresses the needs of these professionals online.
Content marketing aligns perfectly with this change in specifier behaviour. By providing valuable and informative content, you meet specifiers' demands for readily available information, enabling them to make informed decisions about their design challenges. This approach empowers them to find solutions whenever and wherever they need them, leading to a higher likelihood of conversion.
When done properly, effective content marketing can:
- Generate interest
- Increase profit margins
- Build brand awareness
- Increase website traffic
- Build authority
- Improve margins
How Do FAQs Help Drive Traffic To Your Website?
FAQs (Frequently Asked Questions) drive website traffic by harnessing the power of Experience, Expertise, Authority, and Trust (E-E-A-T). Google's focus on delivering valuable and reliable content to users has made E-E-A-T a vital factor in determining search engine rankings.
Through strategic implementation of FAQs, you can demonstrate your expertise in your building products industry and showcase a deep understanding of your customers' pain points and needs. By providing clear, concise, and well-researched answers to common queries, companies build authority within your niche.
When Google recognises this authoritative content and identifies websites as reputable sources of valuable information, you will end up in higher search result rankings. Such improved visibility will then attract more organic traffic and potential customers to your website.
FAQs contribute to driving website traffic by offering high-level information in a precise and easily scannable manner. As modern attention spans have dwindled over the years, people now spend an average of only 47 seconds on a single screen compared to 2.5 minutes back in 2004. By providing quick insights that capture attention and immediately address customers' problems, well-crafted FAQs entice visitors to explore further.
When users find valuable solutions to their queries within the FAQs, they are more likely to trust the website and consider it a reliable source, leading to increased engagement and potential conversions.
It optimises the user experience by efficiently addressing common concerns, simplifying the decision-making process for potential customers. This user-friendly approach fosters positive interactions, encouraging visitors to return to the website for more information or to explore products and services in greater detail.
Be Helpful With How-To’s And Instructional Videos
50% of marketers revealed that if they were starting a content marketing strategy from scratch, their top priority would be to focus on writing blog articles. Undoubtedly, blogging holds significant importance in content marketing, but its effectiveness lies in selecting the right types of articles and topics while not overlooking other forms of content.
Statistics show that a substantial 71% of buyers actively engage with blog content, but considering the vast number of articles available, simply churning out standard blogs may not suffice. To make the most out of your marketing content, you’d need a more strategic approach.
This is where the shift towards cornerstone content comes into play. Cornerstone content refers to long, comprehensive, and informative articles that are produced to rank prominently for some of the most crucial keywords related to your business. By dedicating time and effort to creating cornerstone pieces, you establish your authority in the field, boost your SEO rankings, and attract more organic traffic to your website.
By offering educational content like how-to’s tutorials related to the industry and problems architects commonly face, you can capture the attention of your target audience more effectively and position your brand as a reliable and knowledgeable source.
Grow Your Construction Business With Effective Content Marketing
Content marketing serves as a valuable tool throughout the customer journey, from the awareness stage to the delivery stage. It enables customers to conduct their initial research about your products or services, effectively setting you apart from competitors, while also facilitating an evaluation of your technical product performance and understanding of your delivery process.
The essence of successful content marketing lies in building trust and assuming the role of a reliable guide for architects and customers as they seek the best solution. Instead of directly pushing your offerings, the focus is on being genuinely helpful. This approach creates a low-friction interaction with your target customers, ensuring a smoother and more engaging experience as they navigate their way toward making informed decisions.
ABOUT INSYNTH
At Insynth, we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to connect with a technically demanding audience.
The latest marketing techniques such as construction inbound marketing, help building product companies to grow sustainability.
As the only HubSpot-certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, SEO, and Content Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.
Book A Free Consultation Today to discover more.