It’s no secret that the construction industry is largely focused on commercial projects, and with such a huge market comes a demand for marketing that ensures visibility in both booming cityscapes and rural areas prime for development.
Yet most content writers hired to write marketing content on commercial construction are only familiar with residential projects. As a result, many commercial construction companies are left wondering: “Is there any real value in creating blog content for our B2B brand marketing?”
The truth is, written marketing content —especially regular blog content — can be extremely beneficial for construction companies. Not only does it help establish brand authority and credibility, but it can also help attract more leads and drive more sales within the construction market.
Let’s explore the ways that blog content can help commercial construction companies market their unique offerings according to their target markets, reconstruct their brand (see what we did there?) and grow their business.
Do Commercial Construction Companies Really Need Blog Content?
Commercial construction marketing blogs establish authority
The construction industry is highly competitive, and in order to stand out, you need to establish your brand’s authority. Blog content is a great way to do this.
Potential clients want to see a mix of industry insights, completed projects, and advice relevant to their own wants and needs on your blog. This goes for any company, but especially for construction companies, whose work is essential for other businesses in the market for a construction project — whether it’s a new post office, or a new warehouse.
By providing in-depth insight and examples of past successful projects, regular construction blog content can show potential clients that you are knowledgeable and experienced in your field. This will help you build trust and credibility with your target audience, which can result in more leads for projects.
As an added bonus, commercial construction blog content with a B2B approach can help you connect with thought leaders in the construction industry. If you create content that resonates, they might share it with their followers, which can help you reach a wider audience. This can be invaluable for any construction business that is looking to expand their reach, bolster their reputation, and build their brand.
Commercial construction blog content attracts more leads
By regularly creating blog content, you are providing potential clients with valuable and engaging information about common construction concerns, processes, insider tips, and industry insights. This can help you establish yourself as an expert in your field, which can lead to more leads and sales — and more projects.
Additionally, if properly optimized for SEO, blog content can help commercial construction companies rank higher in search engine results pages. Search engines like Google and Bing prefer sites that regularly produce content, whatever the industry. For commercial construction, a mix of industry news insights, “myth-busting,” guides for clients, and personal success stories of past projects make for ever-timely material.
By creating blog posts for your construction company, and ensuring your website is up-to-date, you increase your brand visibility. This can help you generate more leads and customers, without having to spend money on expensive advertising.
Plus, if the blog is shared on LinkedIn by the company and its employees, this alone can help cultivate vendor relationships and attract great talent — two major elements of a thriving construction company.
Construction blogs can showcase successful projects
A construction company can use its blog to talk about industry trends and showcase how they’ve successfully modeled a given trend or system of operating.
Alternatively, with thorough research, construction companies can pinpoint what projects their potential customers are looking to do or decide on. For instance — what are the most common mistakes you see in building a hospital? How does your use of BIM improve your commercial project? What are the top ten areas in your city or state for commercial construction? What are the biggest myths about warehouse construction? What are some safety guidelines we should know about building a restaurant?
A timely and incisive construction blog can both 1) empower its reader with the knowledge and vernacular to make some of these construction-related decisions themselves, and 2) give them the confidence to reach out to exactly the construction company who seems to really get their project needs, and have a proven record of similar successful projects.
Back it all up with videos, photos, statistics and a forecast of your projects’ future impact in your area, and you’ve got a commercial construction blog that offers competitive value and a compelling call to action.
Ready to improve your commercial construction B2B marketing strategy?
Are you a commercial construction company ready to reimagine your digital effectiveness? Take your B2B marketing to a new level with web and content leaders who work with you to craft the schedule, content, calls to action, and up-to-date website you need to attract clients and increase your projects.
Your next step to improving your marketing strategy for your construction company is as easy as contacting us.