content marketing

better-use-of-houzz-testimonials

Making Better use of those Amazing Houzz Testimonials

Last week I was on a call with one of my clients from California. During that conversation, the client asked what my opinion was about linking the article I was writing for them to a testimonial on Houzz. For this situation, I don’t recommend it. Here’s why. You work hard to get a consumer onto …

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Email & the Bear

I grew up in a rural part of Pennsylvania – a small college town smack-dab in the middle of the state. If you were to cut Pennsylvania in the middle by length and again by height, where the two points intersect is where I grew up. It was a good childhood.  Dad loved nature and …

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Improve Construction Marketing Efforts with Case Studies

Best practices for construction marketing involve proven results, right? But how to convey those results to others is often a big challenge for contractors. Those in the building industry tend to be analytical – wanting to share findings in the form of numbers and percentages. While this practice tends to work well for some buyers, …

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Content Challenges for Marketers & Ideas for Overcoming Them

The number of content challenges for marketers is abundant. It’s no secret that every marketer has them, even the biggest names in the industry. There are challenges in creating, curating and keeping content fresh, to name a few. During a Twitter chat I co-hosted (#ConstChat – UPDATE: This chat is no longer active) we talked …

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what-is-content-marketing

What Is Content Marketing?

While the term, “content marketing” is used quite regularly, there is still much question about “What is content marketing?” Basically, it is any marketing that involves the creating, sharing and publishing of content for the purposes of attracting and retaining customers. In short, content marketing uses information to advertise the business.

improve-communications-with-customers

Improve Communications with Your Customers

  Our oldest dog, Aura, is 13 years old and is hard of hearing. Actually, to say that she’s hard of hearing is an understatement. She is practically deaf. I can be standing inches away from her, and if the direction of my voice comes from behind, she won’t hear me. This has forced Jason …

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content marketing takes time

Content Marketing Takes Time

One of the hardest things in today’s “instant” world is patience. As a society, we have grown used to on-demand movies (thanks Netflix), one-day shipping (thanks Amazon) and instant downloads (thanks Kindle). It is a world where we don’t have to wait very long to get access to whatever our heart desires. I recently became …

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content-marketing

Use Content to Describe the Process

  One of the biggest pitfalls to contractors is communication (or lack thereof), and often it begins with your customer not fully-understanding the construction process. With the need for multiple drawing approvals, bids, material lead-times and inspections, jobs can be slow and complex, and while you know this process, your customers don’t, so it is …

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chatham-lighthouse

Make Your Content More Relatable

The other day I was working with a remodeling client of mine, John from Cape Cod Massachusetts, and together we were developing the content for the next issue of his email newsletter. As is typical for my clients, the heart of his newsletter is a project spotlight, however, much of the rest of the newsletter …

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giving away too much content

When Are You Giving Away Too Much Content?

When I talk to contractors about starting a blog or finally creating an eBook to capture new subscribers (aka new leads), many are concerned about giving away too much information. They are afraid that if  they share too much in “how tos”, readers will never contact them and business will be lost. While I can …

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