Do you want more sales and loyal customers, all at a lower cost than traditional marketing methods?
Sounds too good to be true, right?
In reality, many business owners overlook this tried-and-true method for expanding their reach online, generating traffic, and attracting new customers to their brand.
What are we talking about? A little thing called Content Marketing.
What is Content Marketing?
Content marketing is the method of sharing highly-valuable and relatable content across platforms in order to attract your ideal customer. It can also be used to boost organic traffic, build authority in your niche, obtain high-quality links to your website, and much more.
Below, we are breaking down the 2 most effective forms of content marketing, SEO Content and Attraction Content, that you can use in your building material manufacturing business to start raking in the benefits.
Plus, you’ll see examples of some of the most content marketing campaigns and learn how you can apply their strategies to your own content. Let’s get started.
SEO Content vs Attraction Content
Building material manufacturers need a content marketing strategy that focuses on Search Engine Optimized (SEO) Content and Attraction Content.
While the first is a keyword-focused approach, the second works to draw in the reader with engaging, click-worthy content. Note that while there are some stark differences between them, the two strategies can be used together as well.
1) SEO-Focused Content Marketing
If you work in the building materials industry, it’s likely that you have already heard of SEO. In fact, you may be using SEO for your own website already are seeing the results roll in.
Being in such a competitive niche, it’s crucial that your marketing involves SEO in order to have a solid presence online. SEO-focused Content Marketing is another strategic step in the right direction and can work wonders in having your content rank high in the search results. That means more organic traffic and more sales for your business.
Why Use an SEO-Focused Content Strategy?
SEO Content isn’t only about the keywords. While getting to the #1 spot on Google is a worthy goal, there are many more benefits to be gained from this style of content marketing. After all, not only do you want to generate traffic to your website, but you want to drive conversions (ie sales) as well.
Incorporating SEO into your content marketing can serve many purposes:
1) To help rank for commercial keywords that you can’t target on your commercial pages, causing you to get more traffic from Informed prospects within your buyer’s journey.
2) To help your website rank for informational and awareness based-keywords, generating more traffic from prospects in the “Oblivious & Afflicted” states of the buyer’s journey.
3) To create useful content that gives other websites a reason to link to your content.
By focusing on the right keywords, working them into your content in an effective way, and following best practices for on-page SEO, you can start attracting organic traffic to your website seemingly on autopilot.
So, how do you take an SEO-focused approach to content marketing for your building materials business? Here are some strategies and examples to get you started.
SEO Content Marketing for Building Material Manufacturers
Whether you are taking a DIY approach to your marketing or working with an agency, it’s important to know what keywords you are after and how best to incorporate them into your content.
Great SEO content is more than just plugging in keywords and calling it good, though. For your content to be effective, it has to match what your target audience is looking for, use keywords in a natural way, and be engaging enough to draw users in. You also want to be sure that your content doesn’t just stop at traffic generation, but works to convert readers into loyal customers as well.
Examples of SEO Content in The Building Materials Industry
The following are typical content frameworks that Lead Generation Experts uses to acquire backlinks, and more search, social, and SEO traffic:
Infographics
Infographics are a crowd favorite when it comes to content marketing and for good reason. Infographics incorporate engaging images along with the content to create something that is both visually appealing and valuable to readers.
Business owners in the building materials industry can use infographics to explain the process of using certain materials, highlight a new kind of technology, or inform customers about important features. The infographic can then be used in email marketing campaigns or circulated online to attract high-quality links.
Examples of infographics for building material manufacturers:
This is an infographic for a roofing company in Colorado. It has received several hundred social shares, and over 50+ backlinks! Below are a few examples of websites that have featured the infographic:
As a result of effective SEO content marketing, this infographic was featured on the Architectural Roofing & Waterproofing publication website.
This infographic ended up being featured in over 40 building material publications, such as on TastefulSpace.com.
How-To Guides
Have you ever used to Google to figure out how to do something? Of course you have! Google is a valuable tool for users to find information online and no doubt your potential customers are using it every day.
How-to guides catch users that are looking to take the DIY route for a project. Why not position yourself as an authority in your niche and gain some traffic to boot? Use how-to guides in your SEO content marketing to drive high volume traffic to your site.
3) Expanded List Posts
Expanded List Posts (ELP) are an incredibly popular and effective SEO content marketing strategy, as they address many search queries all in one post. In essence, and ELP is a post that involves a long list of answers or solutions to a common question your target audience may have. For example, a title for an ELP in the building materials industry may be “40+ Best Tools for Contractors” or “15 Ways to Use Concrete in Your Home Remodel”.
The magic of ELP’s is that they address terms your audience is already searching for and present you the opportunity to provide incredible value. You can cover topics that your competitors are not and position your website as a source of information and authority in your niche.
Examples of Expanded List Posts
This blog post has acquired dozens of backlinks, over 1,000 social shares, and ranks for competitive keywords like “wood cladding”, It’s currently generating 2500+ visitors from Google search each month.
Here’s a full list of websites that have linked to this article:
- http://www.greenhomeguide.com/know-how/article/how-insulated-concrete-form-works
- https://www.conserve-energy-future.com/passive-house-design-works.php
- http://lodgingmagazine.com/the-pros-and-cons-of-different-external-use-materials-for-hotels/
- https://gbdmagazine.com/2017/why-have-a-green-roof/
- http://architectuul.com/architecture/colorado-guest-house
- http://insight.gbig.org/5-misconceptions-about-a-passive-house/
- https://www.greenhomeguide.org/know-how/article/how-insulated-concrete-form-works
- https://www.411homerepair.com/diy/real-estate-finance/9991-5-Features-that-Will-Sell-Your-Home-Faster.html
- http://livemodern.com/greenblogs/067930eb84562d31bc9b82334e0b209d/
- http://www.architecturelist.com/2017/02/16/how-to-determine-your-deck-style/
- http://www.scrapality.com/2017/01/how-to-transform-your-home-with-timber-cladding.html
- https://www.kossresource.com/news/pros-and-cons-different-external-use-materials-hotels
- https://www.mygreenhomeblog.com/how-rainscreens-work/
This blog post ranks #1 for “decorative acoustic panels”, as well as 40 other keywords and is generating 1,400+ visitors per month from Google search, plus tens of thousands of dollars per month in revenue. It has also been featured in architectural publications, and several architects themselves have used this as a resource for their website. See below.
4) Case Studies
Case studies are an opportunity to showcase the work you have done for past clients and really highlight your expert status among your competitors. Featuring case studies of work you have done can help your audience both find you online AND could be the deciding factor in their choice to hire you.
5) Curated Content Pieces
Curated content is content that is created with the clear focus of generating traffic and driving conversions. While standard blog posts can serve a variety of purposes, curated content pieces are researched, outlined, and marketed in an intentional way.
A curated content piece could be a thinkpiece on an important question in your industry, a review of a new technological advance, or an article that addresses the top concerns of your target audience. With foundational keyword and market research, you can create content that truly resonates with your audience and drives the targeted traffic that’s going to help you rise above your competition.
2) Attraction Content Marketing
The second content marketing strategy, Attraction Content, refers to content that gives your audience a reason to come to your website. This is accomplished by creating remarkable content that provides utility and value to your target audience.
At Lead Generation Experts, we know that “the manufacturer who provides the most value will disproportionately get the most attention”. As a building materials business owner, you can’t afford to skip out on this piece of the content marketing pie.
Speaking to Your Target Audience
In order for your attraction content to be effective, you have to truly understand your audience and be able to formulate a message that resonates with them. Not only will this help you in your content marketing, but in your digital marketing strategy as a whole.
As a building material manufacturer your target audience may include:
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- Fabricators
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- Kitchen & Bath Dealers
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- Homeowners
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- Interior Designers
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- Builders
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- Remodelers
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- Architects
- General Contractors
In creating content that relates directly to their needs, you’ll be able to get your brand in front of their eyes on a variety of platforms and catch them at multiple stages of their buyer’s journey.
What is Attraction Content, Really?
Attraction content is engaging. It’s the type of content that makes your audience say, “Wow, they really get me”. Attraction content helps your audience trust that your business is the best fit for them, in that you can address all of their concerns and provide the goods and services they need in order to be successful.
Attraction content can come in many forms, but the key is to create content that your audience is interested in, in the format that they engage with the most. Since attraction content is tailored to your unique audience, it will take looking at your data and market research to know what kind of content is best for your business goals.
Examples of Attraction Content Marketing in the Building Materials Industry
Below are some shining examples of attraction content pieces used by building materials manufacturers like you. Again, you can draw on these examples to apply to your own content marketing strategy, just be sure that it aligns with what your audience wants and needs.
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- “The Top 75 Online Tools for Architects” https://kireiusa.com/blog/online-tools-for-architects
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- “88 Ways an Architect Can Simplify Their Life” http://www.bautexsystems.com/company/news-events/88-ways-an-architect-can-simplify-their-life
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- “The Complete Digital Marketing Guide for Deck Contractors” https://kebony.com/us/blog/digital-marketing-decking-contractors/
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- “94 Online Tools for Home Builders” http://www.allurausa.com/blog/94-online-tools-for-home-builders
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- 13 Social Media Post ideas for Home Builders http://www.allurausa.com/blog/social-media-ideas-home-builders
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- The Top 50 California Home Builder Blogs (EGO BAIT CONTENT) http://www.allurausa.com/blog/california-home-builder-blogs
- The Top 100 Architecture Firm Blogs You Should Be Following (EGO BAIT CONTENT) https://kebony.com/us/blog/top-100-architecture-firm-blogs/
Why Not Both?
If you have perused the examples above, you likely saw that many of the content pieces address both types of content marketing strategies.
Using both strategies together creates a double-whammy of content that’s SEO-friendly and highly engaging. This presents the opportunity for being able to share your content across a wide range of platforms.
The approach you take ultimately depends on your business goals.
If you are wanting to drive high-volume traffic to your business website, utilizing SEO-focused content may be the best strategy. If you hope to speak directly to your audience and share your content via platforms such as social media and email, attraction marketing may work for you.
Using both strategies together will help you generate traffic and address the unique concerns of your audience. This content can then be used through other marketing methods such as paid ads, link building campaigns, or even guest posts.
Use the Best Content Marketing Strategy for Your Building Materials Business
No matter what approach you take, be sure to do the legwork in understanding your audience and what they are interested in. In other words, “attract them with what they want, give them what they need”.
Doing so will help position yourself as a trusted brand in your industry and attract customers who will keep coming back for years to come.
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