Posts Categorized: Content Marketing

6 Key Content Strategies for Construction Marketers for 2015

Recently I’ve attended two marketing events: the Content Marketing Show in Brighton and Digital Marketing Show at the London Excel.

Whilst listening to all these industry experts it became evident that over the past year there has been a sudden resurgence in real creativity.

Here’s a quick debrief of what I learnt from both exhibitions…

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14 Professional Copywriting Secrets Every Specifier Wished You Knew

Ok, I admit it, I put difficult things off. Not always, just sometimes.

Because sometimes certain things are just so far out of my comfort zone I can’t bring myself to face them immediately.

I know they’ll ultimately be good for me, I’m just a bit daunted by them at the time, so I’ll procrastinate.

And yet, when I finally pluck up the courage, I’m usually so enlightened, I wonder why I ever waited so long.

What I learnt recently from a top émigré London copywriter is advice that will not just transform the way you write.

But also the way you work.

And your readers will love you for it.

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How Construction Marketers Can Use BuzzSumo To Inform Content Strategy

First question. What is BuzzSumo?

Well, BuzzSumo is a clever tool that can be used for a number of really interesting research applications that endeavour to give your content marketing strategy a helping hand.

This is what BuzzSumo say about their product:

BuzzSumo provides insights into the most popular content online and the influencers sharing it.

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100 Days to Nail Your Digital Marketing Strategy

Updated Sept 2016

Is your marketing strategy for the year ahead in hand?

Are you ready to hit the ground running?

Are your monitoring tools, marketing measures and tactical approaches (PPC, SEO, CRM, lead generation, content plan, automation etc) agreed for the coming year?

As James Cameron (Film Director – Google him) once said;

Hope is not a strategy. Luck is not a factor. Fear is not an option.

If the last week or three are a barometer for the coming few months, it seems this year more than previous years, is going to the busiest ever for Pauley Creative and it’s clients.

Understanding what worked this year, what needs improving and what needs killing stone dead will be an essential foundation for building the next years plan…
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Marketing boils down to providing unique value

I recently viewed a keynote by the great Guy Kawasaki who tells us the 12 things Steve Jobs taught him. One of the things Steve taught him was marketing and providing unique value. As always, I try to find ways to translate this information and insight and make it relevant to our complex industry full of intricate supply chains. As a building product manufacturer with lots of competitors how do you make yourself unique and valuable? Most products are ‘me-to’ products and the only difference is the size of the organisation.

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Better product positioning (and why it will help you become more profitable).

We’re continuing to explore the challenges facing today’s construction marketers when it comes to putting together an effective web presence.
Delivering a website that not only qualifies new leads quickly, but builds confidence and credibility – encouraging prospects to buy or specify your products over the competition’s – is the key goal for building product manufacturers when improving their website.

This post on ‘Why better positioning will help you become more profitable’ is part 2 from our new series of posts that discuss how to get great results from the web-build projects you undertake.

We will expand upon a popular article on ‘Why your Construction Website needs Targeted Landing Pages’ and the more recent post on ‘What makes a good construction products landing page that generates leads?’.

Positioning for profit.Read More

Good Things Get Done By Construction Companies Doing Good

Why marketing your construction business CSR programs through social media platforms is good for business.

Fourfront_native_orchard

Image courtesy of Fourfront Group – commercial interior specialists

Let’s not split hairs here, the majority of CSR programs are a good thing. Besides the business agenda, at the very least some ‘social or sustainable’ good is being done. However, is it really still acceptable to invest time and energy in planning and running Corporate Social Responsibility [CSR] programs if the only ‘promotional’ outcome is a flimsy report?Read More

Why you should focus your SEO on search terms with more than 4 words (The Long Tail)

I know of many marketers who spend a lot of effort, time and money trying to get their websites to rank high within search engines for head terms, high volume keywords such as bricks, rainwater harvesting, loft insulation, wall ties, LED lights, cladding, aluminum cladding, roof tiles, silver taps and so on. Whilst these types of keywords are attractive because they come with high volumes of traffic it’s not really what you should be focusing ALL of your time, effort or money on. I haven’t come across many marketers who spend time looking at or focusing on the ‘long tail’, you know, the one’s who are about to send you an enquiry. Let’s just remind ourselves of what the long tail actually means:Read More