There is a very real pressure on construction marketers to create compelling, relevant and useful content that promotes building products to the right audiences, in the right way.
It’s hard enough to know what to plan and to create, let alone who’ll be involved and where your content will end up.
The process can be overwhelming:
What makes your premium building products really stand out?
Who are we really targeting?
Is your ‘green’ product really more sustainable than the competitions?
Should the focus be on brand, product performance or application?
Where’s best to target the new building products – online, offline or both?
To help with brainstorming, the team at Pauley Creative has put together 6 basic considerations to get the process started.
There’s likely to be at least one action off this list that you haven’t yet considered…
- Social Currency – providing the right type of content (or engagement strategy) to encourage social interaction.
- Triggers – What will keep audiences thinking about your brand and products even once they’ve become a lead?
- Emotions – If your products create an inspirational or aspirational feeling, your content should play to that strength.
- Public – If your product is visible to others once installed, how can that be leveraged? And what happens if they’re not visible?
- Practical Value – Does your reputation, website functionality or content make a specifier’s everyday life that little bit easier?
- Stories and brand building – Are you developing a strong, positive reputation around your products by creating intrigue or desire?
The below slide share explores these principles in more detail and within the context of marketing building products to specifiers within the construction industry:
For more information on effective ways to market your building products, download our Content Marketing E-book, or give us a call on 01908 671707.
And if you found the slideshare useful please do give it a share!