Contractors Not Blogging Are Missing the Boat

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Last week, I wrote a blog post called “Content Marketing For Builders: What is it? And why should I care.” Since then, I’ve come across some pretty compelling data that supports my message that content marketing is here to stay – and growing among consumers as the preferred way to gather information about businesses and products.

Take this post from Construction Marketing Blog announcing “Content Marketing is King for Construction!” In this post, types of content marketing were identified in 2010 study conducted jointly by MarketingProfs and the Content Marketing Institute. Check out these top contenders!

Content Marketing Usage (By Tactic)

79% – Social Media (excluding blogs)

78% – Article Posting

62% – In-Person Events

61% -eNewsletter

55% – Case Studies (FYI, I call these Customer Stories)

51% – Blogs

Pretty powerful statistics, yes? Want more proof? Darren Slaughter at Darren Slaughter [dot] com posted an article just this morning about why contractors should be blogging. As has he so eloquently notes, “Unless you are blogging consistently you probably don’t pay too much attention to your [web]site. And that’s why your competition is kicking your ass!”

Go to daily5Remodel and do a search for “blog” and “content marketing” and you are rewarded with dozens of articles on how remodeling companies can integrate content marketing tactics to increase their presence and awareness in their markets. I particularly like this article: Don’t Waste Your Money on Marketing.

Type “content marketing for builders” into your Google search and these great articles come up:

The Second Greatest Home Builder Marketing Tool

Real Estate Education: Content Marketing For Dummies

Content Marketing as an SEO Tool

And my favorite (because it appears first on the Google search … and happens to be my article): Content Marketing For Builders: What is it? And why should I care?

Did you notice that my example happens to prove the point? Content marketing does work! If a prospective home building client types “content marketing for builders,” he’s going to see my information as the first non-advertised spot on the list. It doesn’t get any better than the first listing on page one of Google, does it?

Think of the power in that and apply that to your business.

Guys, content marketing is here to stay and is quickly becoming the go-to marketing option for savvy builders, remodelers and trade contractors.  Creating content supports company goals such as awareness, customer retention and even lead generation and transforms marketers into publishers.

If content marketing is still a foggy concept for you, my blog has more articles on the subject (content marketing or newsletters are good places to start). Take the time to become familiar with how content marketing works, and then develop a plan to integrate it into your overall marketing strategy today.


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11 thoughts on “Contractors Not Blogging Are Missing the Boat”

  1. Tess, great post and I agree with the idea that contractors who aren’t blogging are missing the boat. However, the topic, content, and manner in which we as contractors blog is vitally important. Our most trafficked blog article has received thousands of visits in the past 12 months, but I don’t believe it’s directly generated 1 single lead. The reason is that the topic is too large and not geographically focused. Our most successful blog posts are narrow in focus and have geographical element that attracts visits from people within our service territory. Thanks for the good advice.

  2. Great post Tess! Love all the links too, very good, and timely information. Peter, although I agree with your statement, I think we need to stop focusing on getting a ROI from blogging. I think we need to focus on writing good content from our own niche or specialty, and become experts in our fields. Doing this will establish credibility and build seo while educating homeowners and each other.

  3. And I agree Chris that’s true, and in a perfect world that would be easy. However the statement “I think we should stop focusing on getting an ROI” never sits well with the person signing your paycheck. Marketing is all about ROI. Don’t get me wrong there are huge benefits to being considered the expert in a field, but with limited time and resources I choose to concentrate on the tasks that tip the pitcher and bring us qualified leads. Ideally there is strategy that shows expertise and produces an ROI but with only so much time and money to expend, the tasks that produce measurable ROI tend to garner more attention.

  4. Great points Peter, and I don’t mean to say that we should not consider ROI when blogging, but find more ways to engage the customers. Do you send the links to specific customers when a call comes in? Looking at your site and your Facebook page, it looks like you are doing very well with content!

  5. Hey Guys! There are a few points I want to make.

    Blogging isn’t a sprint; it is a slow-paced marathon, and unfortunately, you may never be able to directly link blogging to a sale, especially a particular post. If you are trying to make sales quickly, I don’t recommend you use (just) blogging as your marketing media of choice.

    Secondly (and perhaps this should have been my first point), everyone who puts the time, energy and resources into blogging on a regular basis has to have a goal with their blog, and this goal could very easily be different for every company. One contractor’s goal may be to establish yourself as an expert while another contractor’s goal with his blog may be to give buyers multiple ways to research him. Everyone’s goal(s) may not match up, and just like Peter said, it is up to the company to determine they are receiving adequate ROI on their investment of blogging. Personally, I strongly believe that blogging is an amazing strategy to reach their overall marketing goals for MOST contractors, but not all.

    Thanks for the great conversation!

  6. I have a blog, but I go in spurts on new posts. Proof reader is a biggy for me. Actually taking the time to write concisely is another, but I agree about we contractors should have a blog.

    Sometimes getting folks to engage is challenging. I’ve made it easier for folks on FB to do so with my own app.

    I used to not have captcha on, but lately I’ve fed up with the spam comments so I enable it again.

    I did get the wordpress app for android, I figure a little post now and then is better than none at all….I’ve yet to use it yet :p

  7. Shawn – Proofreading is always a tricky topic, but here’s a tip for BLOGS. Don’t worry so much about grammar, punctuation and typos. Blogs are much more informal and even the experts make an “oops” or two from time to time. Personally, I think it is more important to post consistently than to try to make sure everything is absolutely perfect. Of course, your posts can’t be littered with “oops” but I think you understand what I mean.

    Additionally, here’s a trick that I use. Write 2 or 3 posts at once and then let them “marinate” (aka sit) for at least a day. A fresh set of eyes will always pick up mistakes or be able to see ways to better communicate your message. Try not to write and post the same day; it will prevent mistakes.

    As always, thanks for chiming in … and keep posting!

  8. Great advice Tess, look forward to reading more from you, Darren says you have more great ideas planned! Shawn, another thing I have found helpful is to find a “blogging buddy”. Find a colleague that will help you out by proofreading and encouraging you, it makes it a lot more fun as well.

  9. Pingback: Content Marketing: What is it and why it works | Tess Wittler

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