The construction industry is probably one of the easiest areas to do content marketing. Really. Though I enjoy writing about cars more, I actually have more clients who work in the construction industry. Why? because with the hard economy, people want to do everything themselves.
This is actually great for you. Let that sink in for a minute. That is actually good for you.
People don’t know squat about home improvement:
This may seem like a no brainer, but people really have no clue about how to properly insulate their homes. Or, what the R values even mean. That’s your job not theirs. And where will they go for answers? You.
But, why would you want to help them out if they aren’t going to use your services? Because most of the time people just want to see the process of something to be sure that they can’t, in fact, do it.
“You mean that insulation stuff is gonna make me itchy? No thanks. I’m not touching it”.
Seriously. And when people are searching for something on the internet, they are looking to find someone who is a subject expert. Think about it like this: Would you have a bus driver fly you to the other side of the country in a jumbo sized jet? Probably not, unless he/she was also a licensed jumbo jet pilot.
The point is, you would never hire someone to do a job for you from a different field. So, neither would they. They want to learn from someone who knows their stuff. I have a good buddy who does general construction type stuff. I asked him a plumbing question once, and he actually deffered me to a plumber. Why? At first I was insulted because I thought he didn’t want to help me out.
Turns out that he doesn’t know that much about plumbing. Glad he sent me somewhere else.
What is my point here?
You have to be an expert on something to get people to trust you:
I respect my buddy more for turning me down because he isn’t an expert in plumbing. He recognized that fact–and pointed it out to me. So, here’s the thing. If you are a licensed Electrician, don’t claim to be a carpenter. Or a plumber.
On to my next point, if you prove that you’re an expert in your field (by showing your readers how to do something) you’ll gain their trust. And, even if they don’t use you this time, they may come back to you for something that they can’t fix.
Gaining trust does a couple of different things:
First, you get a new customer. It doestn’ always happen, but you’d be surprised.
Second, if you gain trust, and have awesome content, you may get shared. When you are shared, you get more links which pushes you higher on the search engine page rank. This just brings more potential customers in to you.
But, you may be asking, if my HVAC company is based in Kentucky, and someone from Oregon clicks on my content, what good will that do me?
I thought you’d never ask!
There are still benefits for you here. Listen, if that person thinks your stuff is worthwhile, they will link to it. This gives you some awesome link juice, which will help you gain more exposure.
Plus, there are still things that you can recommend to them to help your bottom dollar. The best idea would be a self authored (most likely ghost written) eBook about your niche. Is HVAC your niche? Good, because it is one of the most searched areas of construction. And with winter right around the corner, people need to know how to insulate their homes better. Where can they add insulation? How much? Where do they buy the right stuff from? What is the purpose of regularly scheduled boiler maintenance? How does the entire house play together to have an efficient HVAC system?
You get the idea. There are literally hundreds of topics you could put into a book.
That’s where you and your eBook comes into play. Put it into an eBook, and sell it on your site. Why will people by it? Because you know your stuff. You’ve already proven that.
What? You don’t want to write an eBook? Well, guess what? Someone else already has. Link to it via Amazon (after you’ve read it of course. You don’t want to sell someone crappy advice). This method alone should easily pay for your website each year, if not more.
So, what are you waiting for?