With more than 750,000 construction companies in the United States, it can be hard to stand out. One way to cut through the clutter is by producing a steady flow of quality content.
Consistently blogging for your construction company contributes to a powerful brand voice and improved SEO, which, in turn, gives your brand a competitive edge. Blogging also gives you a platform to showcase your unique company values, culture, and practices.
If you think the only tools your company has in its toolbox are the ones that build skyscrapers and schools, then you should take another look. Here are five tools you can use to nail your construction blog:
1. Showcase Your Charity
Construction companies are endlessly digging and building to give their communities places to drive, work, learn and play. For many construction companies, charity work is a year-round endeavor, allowing employees and executives to give back to their communities. By showcasing these projects on your blog, you can raise awareness of the impact your company is having on the community.
For example, if your construction company built a homeless shelter for veterans, tell your audience all about it in a blog post. Share how it came about, your brand’s connection to the project and the final result. This will humanize your brand and highlight your company’s commitment to the community.
2. Ask the Audience
Wondering what your audience wants to read about on your blog? Ask them!
Open the floor on your social media pages, allowing your followers to weigh in on the topics they want to read about. From social polls to email surveys, there are endless ways to engage your audiences.
Beyond topic selection, you can continue to encourage engagement by asking readers to share their opinions and experiences. At the end of every article, ask your audience a related question that urges them to reply in the comments section or on one of your social media sites. By consistently engaging with your audience and asking for their input, you’ll build trust and start producing content that sells.
3. Avoid Industry Jargon
“Cantilevers” and “mullions” mean nothing to those who aren’t in the construction industry themselves. Since construction jargon may be difficult to understand, you must be careful about the language you use in your blog posts.
By using language your audience is familiar with, they’ll be more likely to read and share your content. Since blogs that contain images get 94% more views, explaining terms through the use of visuals is a great way to intrigue your audience.
4. Optimize for SEO
Without search engine optimization (SEO) your website and business can easily get lost in the shuffle of your competitors, especially since 75% of people will never scroll past the first page in a Google search. In order to boost SEO, you can utilize keyword planning.
Google’s Keyword Planner is a useful tool in determining which blog topics are worth posting. For example, if you want to write a blog post about choosing the right contractor for a job, try searching the keyword “contractor.” If the average monthly searches are high and the competition is low, then you have an opportunity to be found by your audience. (You can use the same process for longtail keywords.)
In order to be a thought leader, you need to be seen, and to be seen you need to optimize for search engines. By using the digital tools available to you, you can boost SEO and generate content that fills content gaps in your industry.
5. Promote Testimonials
Since 72% of people say positive reviews and testimonials make them trust a business more, you may want to consider including testimonials in your blog posts.
If you’re going to take this route, you’ll want to make sure that the testimonial naturally fits within your article. You can accomplish this by telling the story of a project; explaining the goals of the client and the challenges along the way. Within the post, you can interview the client to discuss their experience with your employees and company as a whole. (Disclaimer: Always ask for client permission before publishing a post of this nature.)
Consider asking some of these questions to prompt insightful answers from your clients:
- What made you decide to work with us?
- Were there any unexpected challenges that arose during this project?
- How did we solve these challenges?
- What would you say to a colleague who is considering working with us?
Blogging is a great way to engage with current and potential clients and build your brand’s credibility. By showcasing your values, catering to your audience, and illuminating your strengths, you’ll build a blog that captivates your audiences and elevates your brand.
How do you nail your construction blog? Let us know on LinkedIn!