In this blog, we offer the construction and design industry the master plans for constructing the Eiffel Tower of dazzling digital content, avoiding the Leaning Tower of Pisa of disastrous design…
OK, enough of the building metaphors, but does the building industry need this digital marketing stuff? After all we’ve already got a website and some glossy brochures and really, the projects sell themselves – right?
Research by the Royal Institute of British Architects (RIBA) revealed just how architects and designers choose products and manufacturers. The survey from 2015 revealed that even back then 85% of RIBA members primarily searched online for product information, demonstrating how important it is to have an effective digital strategy connecting customers with your brand.
OK fair enough, so we’ll give it a go: but in the construction industry this should be easy, right?
The thing is, it’s not that easy anymore is it? In a world of fake news, growing social media distrust and Brexit uncertainty, simply saying things and expecting people to believe them is no longer sufficient.
Add in the tragedy of Grenfell and the travesty of Carillion and now even solid building and construction companies have to re-prove their credentials and overcome distrust.
So how best to do this? How best to communicate with and convince the customers that we want to reach? The answer lies in the realm of content marketing.
A good place to go for a definition is the Content Marketing Institute, who define content marketing as:
“a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Or in other words:
“Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.” See more here.
So, providing useful and targeted information and unwrapping detailed technical specifications which solve potential issues for customers is the key, rather than self-promotion. It is obvious that content marketing becomes even more crucial in industries where specific technical knowledge is an essential part of delivery and demonstration of value add.
A wide variety of firms exist within the construction industry: building contractors, building merchants and supplies, planning and building regulations consultants, architects and CAD designers. All would benefit from demonstrating and sharing in-depth industry knowledge that is current, relevant and useful.
Content marketing stats:
Industry data supports this the supposition of content marketing. Industry research reveals that 87% of B2B buyers give more value to content generated through industry experts. 68% also said they apportion value to peer reviews and user-generated feedback and a further 60% give credence to content written by industry analysts.
A good digital marketing strategy uses content marketing intelligently and effectively that implicitly positions you as an expert; a far more powerful position than simply telling the customer that you are an expert.
The digital strategy that you create will then outline what tools and methods you will use in order to provide this expertise to your customers.
Offering this support will encourage more targeted leads by positioning your construction business as trustworthy, knowledgeable – the ‘thought leaders’ in your particular field.
So what type of content do you need to use?
There is a wide variety of subject and methods that can be used from industry to industry. The choice of which may depend on the overall strategic aims of the company and the specific industry segment.
Each firm will have their own specialities, but here are our top six suggestions for delivering content marketing for the construction industry:
Achieving great content marketing first requires a choice of destination and a vision of how to get there. Then you can assess where you are now, then formulate a strategy of where you want to go.
Once you have a strategy and some great content ready, you will also need to ensure it can be found! Google Analytics is a great tool to use to ensure that your great content comes high up in search rankings. While there’s no time to explain in depth here, if you need a starter point, visit our recent blog on Google Analytics .
Has our blog inspired you to create some fantastic content? Do you want to match the breadth of Balfour Beatty, readiness of Redrow, or multiplicity of Morganstone? If you are not sure where to start, then we can help.
In the innovative and ever-changing world of digital marketing, Webadept have been producing award-winning web-design and digital strategies. We also offer the benefit of our experience through ongoing mentoring and digital marketing training services.
Get in touch, we would love to hear from you!
Have a look at our work here: http://webadeptuk.com/portfolio/
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