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    Content Marketing and the Building Products Industry: What You Need to Know


    Content marketing is the driving force behind engaging those customers that are most likely to purchase your products. Rather than overtly selling to them and hoping that your tactics prompt them to make a purchase, you provide them with information that is valuable and engaging. Here’s how to make content marketing work for you.

    1. Make a Plan

    You won’t be able to determine if your methods are working without a solid plan and its supporting goals in place. Identifying your ideal audience is also a key factor during the planning phase. Your goals and audience are what fuel the plan you adopt.

    2. Create Your Content

    Once you have a solid plan hammered out, you can create content that addresses the goals you established and the audience you identified. It’s important to note here that you’ll likely have more than one audience in mind so your content might need to target one group at a time in order to be engaging. The creation of the appropriate content means lots of time researching and developing timely and value-driven information.

    3. Develop a Promotional Strategy

    While posting the content you’ve developed on your website is a solid first step in your content marketing strategy, don’t forget to go further. Tapping into the reach of social media channels expands the exposure of your brand, increases your reputation and improves your bottom line.

    4. Implement Measuring Tools

    All the content marketing in the world won’t continue to help your business grow and reach new audiences unless you know it’s working. Implementing measuring tools that rely on data and analytics is the key to your strategy’s success. Web analytics and key performance indicators (KPIs) deliver a numbers-based picture of your efforts. Looking over the areas where your content is weakest provides the information you need to fine tune your efforts.

    Content marketing is a fluid and changing medium that allows you to more finely focus your efforts. The four-step process outlined above provides a workable road map for developing a content marketing strategy for your building products company.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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