What type of content marketer are you?

 |  2 comments  |  Posted by  | 

Producing, publishing and managing content used to be associated with other industries but is now an essential part of business. Any building product manufacturer that has a website and wants to increase their online visibility needs to take content marketing seriously. One of the main reasons architects and specifiers go online is to look for product information. The internet is full of useful content so there’s alot of competition from those construction companies who have already embarked on a content marketing strategy. Quality content in combination with SEO is what will get your website to rank higher in search engine result pages (SERPs) for keywords associated with your products and services. Once prospects have found your site, you need to convert them into leads. Getting them to subscribe to your newsletter or enter their details to download your whitepaper is good for data capture which you can later follow up with an email lead nurturing campaign.

For all the steps outlined above you need to have quality content with which you can prove your expertise to your audience. Out-teaching your competition is how you will sustain a competitive advantage. Some companies employ content managers or copywriters who will write articles, blogposts, newsletters, whitepapers and other forms of content whilst other companies assign these tasks to current employees. Either way, effective content marketing requires a variety of skills and below is a list of 10 that I think are involved:

Read More

Ecobuild 2012… are you ready?

 |  no comments  |  Posted by  |  ,

If we had access to the NHS statistics on blood pressure and stress within the construction industry, there would certainly be an Everest-sized spike in the chart for January and February every year, as the industry frantically tries to prepare for the biggest event in the calendar.

Unfortunately, what so few realise is that by the time you’re packing turkey curry into your lunchbox ready for your first day back in the New Year – you’ve missed the Ecobuild bus!Read More

Experienced PR Manager joins the Pauley Creative team

 |  no comments  |  Posted by  |  ,

We are very happy to announce the arrival of the latest member of our talented construction marketing team. Helen Lawson joins us from Liz Male Consulting where she handled the public relations and communications for clients in the construction and sustainability sectors.  She is a CIPR associate and has a wealth of both client and agency side experience. At Pauley Creative Helen manages all creative communications and public relations, both internally and for our awesome clients.

PR is an important part of the construction marketing mix, and one that is often misunderstood. Helen will be sharing some of her knowledge and expertise on this blog, which I am sure will be very valuable to our readers and subscribers. Her first blog post titled “Ecobuild 2012: Are you ready?” will be published tomorrow. We’re very excited and can’t wait to read it!

If you would like to know more about Helen, her new role and what she gets up to in her spare time please visit our ‘who we are’ page. It includes links to her various social media accounts where you can get in touch with her.

Calculating your website’s ‘share of search’ and prioritising your SEO

 |  4 comments  |  Posted by  |  , ,

A common request we get from prospects/clients is “I want my building product website to be ranked on page 1 or at the top of Google for these search terms” and pulls out a piece of paper with 20 or so search phrases scribbled on it. My reply would always be “How do you know they are the search terms or keywords your prospects use?”

To help clients understand the impact of search engines on website performance, search traffic generation and implementing a search engine optimisation strategy we need to understand where they are now by benchmarking. I wrote in a previous post about the importance of benchmarking to help identify where improvements can be made and where additional efforts are required through controlled experiments (small changes but made often).

The benchmarking process involves gathering data from various analytical sources to help identify:

  • What are my top 20 non-branded search terms? (non-branded = excluding company name and this is where your SEO should be focused)
  • Where is my website currently ranking in Google for those non-branded search terms?
  • How many visits have been generated to the website from those non-branded 20 search terms over a 6 month period?
  • Approximately how many ‘exact’ searches are made in Google for those top non-branded 20 search terms over a 6 month period?
  • What is my % share?
  • Which search terms should I prioritise and optimise? (Note: This is the outcome, actions!)Read More

What is link building and how can I build more links to my website?

 |  2 comments  |  Posted by  | 

Construction marketers know that content is king, but also that it does not work alone. Search Engine Optimisation and building quality inbound links is vital for the spread of good content. Building links from other quality and authoritative websites to your website helps to increase the authority and importance of your website and thus has a great impact on your search engine rankings. Quality always reigns over quantity so a website with 50,000 poor quality links will rank lower and degrade the quality of the site than a website with 100 good quality links. Search engine rankings are affected by the quality of the content on your website as well as how many links it has from authoritative sites. Having links from sites that Google trusts, tells it that your website contains some useful and important content. However building these quality links is not a quick and easy process. It can be time consuming and can take some effort researching for quality sites to link from but the results are worth it because according to search engines, the more quality links you have to your website, the more visible your website will be within search engines resulting in more traffic to your website for you to then convert into leads.

Read More

What defines a market leader in building products?

 |  no comments  |  Posted by  |  , ,

Any business has a specific target market(s). ‘Markets’ can be defined and grouped in different ways such as by geographical location, demographics, customer type or a combination of several elements. This concept is relatively easy to understand but the tricky question lies in defining a market leader. The word ‘market leader’ seems to have different meanings for different people. Most importantly though what does it mean for your customers? They are the ones who are buying your products so you need to know how they define it, not just how you define it.  According to an online business dictionary it means:

A brand, product, or firm that has the largest percentage of total sales revenue (the market share) of a market. A market leader often dominates its competitors in customer loyalty, distribution coverage, image, perceived value, price, profit, and promotional spending.

This definition includes a variety of elements and some market leaders dominate in all categories whilst others might only dominate in a few of them. When specifiers and architects are choosing building products, what is most important for them and how do they a define market leader? Do they focus on the company with the largest sales volume and profits, the widest distribution network, the best proven product performance?Read More

Google Expands Site Links

 |  no comments  |  Posted by  | 

Yesterday, Google changed the way it displays and formats site links for any website by expanding each link to show more content within the site. Previously, a website listing would appear in the search results page and you would see 8 listings (2 columns with 4 links in each column) like this:

old sitelinks Read More

What information are specifiers expecting from product manufacturer websites?

 |  no comments  |  Posted by  |  ,

Research has been carried out by the NBS on what exactly architects and specifiers are looking for from product manufacturers when choosing products and services and how they see specifications developing in the future. With over 500 respondents the results highlight some interesting points that construction product manufacturers must take into consideration. It is important to know what information your prospects are looking for and therefore these survey results will show what’s valuable to specifiers when they are choosing products.

Type of information wanted

Making sure your website is working for you and contains the right type of information is vital for product manufacturers. In the survey, 90% of specifiers indicated that the main resource they use when writing specifications are product manufacturers’ websites. This is a huge number and if your website is not optimised for search (for both branded and non-branded keywords), how will architects and specifiers find it? When they do land on your website, have you got the appropriate content, such as product guides, brochures, whitepapers that they can download or newsletters that they can subscribe to? If not, these prospects may end up going to your competitors for the information they require.

Read More

Top 100 UK Product Manufacturers on Twitter

 |  no comments  |  Posted by  |  ,

** Update 21/03/2016: unfortunately the [TCN] top 100 UK product manufacturers on Twitter list no longer exists so we’ve removed the link**

We will review the situation and find a way to update the top 100 manufacturers on Twitter. Any questions give us a shout.

 

** Update 7/10/2011: Here is the released top 100 UK product manufacturers on Twitter list **

After the success of the #tCntop100 and #ajtcn100 in grouping together UK construction professionals and architects on Twitter, next in the series is the top 100 UK product manufacturers.

It gives architects and specifiers a chance to interact with product manufacturers that are embracing social media. To date, tCn and Peer Index have found over 300 qualifying accounts and have released the details of the top 50 product manufacturers. This list includes official company accounts as well as individuals who are tweeting on behalf of their employer.

To make sure the list is as accurate as possible, tCn are asking product manufacturers or product suppliers within the UK built environment to nominate themselves or others if they are not currently on the list but would like to be included.

Read More

CIMCIG survey to find out how marketing budget is spent by construction companies

 |  no comments  |  Posted by  | 

How do you decide your marketing spend and then justify it to the Finance Director? Even when starting with a bottom-up process it is useful to have a comparison with other similar companies. But this information is just not available in an up to date form.

CIMCIG (Chartered Institute of Marketing Construction Marketing Group) are compiling an anonymous survey of marketing spend in the construction sector for Manufacturers, Contractors, Professional Services and Suppliers (Wholesaler, Distributor, Merchant).Read More