An effective content strategy to promote your construction company.

In recent years, the digitization of communication techniques has made it easier for companies to speak to their various targets. But as everyone communicates more, it has also become more difficult to make your share of voices heard. To stand out from your competition, it is now necessary to communicate in an intelligent and subtle way.

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What is an effective content strategy?

The content strategy, or inbound marketing, consists in creating interesting, relevant, and useful content for your target, in order to naturally attract them to you. This communication technique appeared a few years ago, in opposition to traditional marketing operations (outbound marketing), considered too intrusive, impersonal, and promotional by many consumers.

The benefits of inbound marketing

A well-executed content strategy brings many benefits to your business:

Promote your business

By posting content on the web, whether it's on your website, blog, or social media, you increase your share of voice and therefore promote your business. Also, know that an effective content strategy also helps improve the natural referencing (SEO) of your website. You, therefore, appear more easily in the results of searches carried out by Internet users.

Promote your expertise

Inbound marketing is a great way to showcase your business expertise. This is about publishing qualitative, sometimes technical, content around your industry. If you are a window manufacturer, you can for example publish articles on the energy performance of joinery, the available aids, the different types of installation, etc. This will show your targets that you have complete command of your subject and therefore you are trustworthy.

Demonstrate your know-how

What could be better than a good example to demonstrate your know-how to future customers? Highlight your most beautiful projects on your website and your social networks. Interview your customers, partners and collaborators. This will bring you references while humanizing your business.

Communicate on the values ​​of your company

Are you engaged in charitable, humanitarian or sports operations? Let it be known! The content strategy allows you to communicate differently, sometimes even in a quirky way. This is a great way to showcase your business values.

Involve your targets

By posting interesting and useful content, whether on your website or on social networks, you risk eliciting reactions from Internet users (this is even the intended goal). Do not hesitate to allow comments on your blog and answer questions from internet users on social networks to engage in dialogue and get closer to your targets.

Generate leads

This is the ultimate goal of a well-executed content strategy. If your content is useful, compelling, and published regularly, people won't hesitate to contact you to request a quote or order online.

What content strategy for construction companies?

Now that you know all the benefits of content strategy, how do you put it in place? It all depends on your targets (individuals or professionals), your objectives, and your means. Based on these three indicators, here are some ideas for implementing your inbound marketing strategy:

The corporate blog

A corporate blog is an excellent tool for posting tips and practical information to your targets, both general and professional. Whether they are individuals, artisans or specifiers, they are Internet users like you: when they are looking for information, most go on the Internet. Anticipating their requests by posting content on your blog is therefore the best way for them to find you.

Infographics

Infographic is a very popular format because it is simple, fast, and to the point. On the web, it is often shared, especially on social networks. Publishing infographics related to your industry is therefore a great way to increase your visibility quickly.

Videos

In recent years, video has by far become the most popular web format for Internet users. 7 in 10 consumers say they prefer video to text to discover a product or service, and 90% say video helps them make purchasing decisions. It is therefore in your best interest to integrate video into your communication strategy. Several video formats are popular in the construction industry and industry: product presentation, installation tutorial, site visit, behind-the-scenes manufacturing, etc.

Social media publications

Social networks are like the mouthpiece of your content strategy: they spread your messages to more people. If your business is present on one or more social networks, do not hesitate to share the content created as part of your inbound marketing strategy to increase its reach.

Press relations

Do you feel ready to take it up a notch? Consider a media relations strategy. It's about delivering useful, relevant, and interesting content, but this time to a very specific target: journalists. In construction and industry, there is a highly technical specialist press which is a valuable ally in increasing your reputation with your customers and professional prospects.

You get it: having a content strategy has many advantages for your business, as long as you publish quality content on a regular basis.