Content Marketing: Why & How To Get Started

Content Marketing: Why & How To Get Started

If you have ever searched for something online and saw a bunch of web pages come up, you are seeing the process of content marketing in action.  Content marketing involves creating material, (blogs, videos, social media posts and emails) in order to attract your audience’s attention. If you haven’t started with your content marketing strategy just yet, then you are late to the game. Bear with me, not all hope is lost!

Here are Some of the Many Benefits of Content Marketing:

  • It can help increase your traffic and brand visibility
  • It can help you create relationships with your prospects
  • It will allow you to build trust with your clients and prospects
  • It will help you to be seen as a credible expert in your industry

If that doesn’t convince you, maybe these stats will.

  • “53% of marketers say blog content creation is their top inbound marketing priority.” (HubSpot, 2017) (Source)
  • “Content marketing has become an almost universal tactic, with almost 90% of companies using it in 2016, and even more utilizing it in 2017” (Source).

One of the best things about content marketing is that once you put it out into the internet world, it will continue to work for you over and over again. You see, once you put an article online, it will stay there forever and the older it is, the better chance it will have at staying ranked. If your content is made up of great quality, then the results will be even better. Getting your content shared, commented on or liked will also help to push visitors and traffic to your website.

Personally content marketing has been the single most effective generator of growth for my contracting company in South Florida. It answers customers questions (before they ask), and establishes us as the resource.  It takes a cold prospect and warms them up before they even pick up the phone to call us.

 


Inbound Marketing

Gone are the days where we need to go door to door to pass out flyers. The new marketing trend is called inbound marketing. This means that people will come to you instead of you going to them. By having great content circulated the web online, you will be able to see this passive marketing strategy in action.

Contractors and Home Service Business Owners, let’s talk about that elephant in the room.  Nobody knows how difficult it is to run, and grow a business where you send your guys out to your customers homes, in your company trucks, representing your name, to complete services.  That's why we created this group.

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Where Do You Begin with Content Marketing?

It might seem overwhelming at first to not know what to talk about or where to start when it comes to coming up with a content marketing strategy but let me make it easy for you.

I’ve been putting out content  since 2012 when I started my company and it definitely helped me grow into a multi figure business. Since it builds upon itself, there’s no better time to start then… well 5-10 years ago! The 2nd best time to start  is right now. It’s time to get things off the ground and rolling.

A lot of business owners get stuck on not putting any content out there because they don’t have any ‘good ideas’ or they are worried that their content might suck. These thoughts will leave you with not putting any content out there ever… and you can’t afford to miss out on all the great benefits that content marketing can bring to your business.

One of my best pieces which continues to bring in new leads and lead them to closure is the blog post ‘4 Types Of Screen Every  Homeowner Should Know About [And What To Avoid].  It’s a post a wrote up on the fly, and quite frankly I cringe every time I look at it, but it works.

You don’t need to be overwhelmed by how to start. You need to just start getting content out there and you’ll get the hang of it.

Here are Some Simple Blog Post, Article and Video Topics to Start With

If you run a service business you might be sick of the same questions that your prospects ask you day in and day out. You can actually use these questions as ideas for content topics. Answer these common client questions by turning each question into a 500 word blog post answer or a 2 minute video.

I’m sure you can think of at least 5 questions that you get on a day to day basis. Once you have all these answers written up on your websites blog, or in  video format, you will be able to save some precious time by answering your client questions as well as point them to your video or website blog for even further information.

The best content is the content that circulates and gets syndicated and shared. If your clients like what they see, chances are, they will share the post with others and your website may be in front of new prospects at the click of a button.

A simple FAQ page on your site can do wonders. Don’t forget about the call to action at the end of your blog posts. (Give them something they want, like a discount, promotional offer or invite them to subscribe to your blog for more info)

Your assignment this week is to take notes of the common questions your clients ask you, and simply write down the answers. Take your notes and add them to your website. Share these links through your social media outlets, your email campaigns and maybe add them to a few article sites.

If you break content marketing down, you’ll see that it doesn’t always require some big elaborate strategy. It starts with one question and one answer at a time. You’ll get the hang of it.

Keep in mind, I’m not telling you to just tell your clients to get their answers online, you’re still going to have to be personal in your answers, and keep a friendly conversation going.

But by having them head over to your website or videos for more information, you are also making your clients aware of your other services. These clients will be educated consumers and will trust you and your business more. They will be more satisfied with their experiences if you can provide them with the information they are looking for.

Rules for Content Creation:

  • Keep it factual and set a clear line of expertise.
  • Be personal and friendly. Write or speak in a tone that seems like you’re right beside them (kind of like I’m doing here with this post).
  • Point to other similar links on your site.
  • Share your content wherever you can.
  • Add images to your content (preferable from your own photo reel).
  • Be consistent and relevant.

It’s surprising how very few contractors are actually doing this. You may have already noticed but if you take a look at other service business owners, they may have only a few blog posts on their site. That’s a good start… but content marketing doesn’t end there. You need to be consistent with content marketing starting today. And keep building on it. Don’t stop – there’s always something you’re going to want to tell your customers. It’s pretty simple.

Suggested reading: How I Use Content In The Sales Process

President and founder of a home service / specialty trade contracting company (think patio’s and deck) with a focus on customer experience. Data driven marketer. Runner.
Currently working on a Facebook marketing course, exclusively for home service businesses. Want to be a part of it. Read more here.