Content marketing is all about creating content that adds value to your reader’s life. Let’s say your reader is looking for information about weatherproofing their home for winter and they stumble across your blog. They’ve found a blog post titled, “How to Weatherproof Your Home for Winter,” and they’re happy to read this valuable information.
Your weatherproofing blog is just like the one they just finished reading. And probably just like the one they’re about to click to after they click away from your website. You’ve probably offered up certain products that you’ve learned perform well over time. Just like every other home improvement blog on the Internet. You didn’t offer any tips or tricks on getting weatherstripping to go on straight or the best way to get caulk to go down smoothly and professionally. What value have you offered your reader?
Think about that for a while. What’s the number one killer of content marketing? Boring mundane blog posts that are just like all other related blog posts you find online.
Ask Yourself these Questions
As a construction marketing consultant, I would never tell you to stop blogging and sharing it on social media. I will, however, cut straight to the chase and tell you what you need to change in your blog and other content marketing efforts. So ask yourself these questions the next time you sit to create some content for your blog.
Why should my readers continue to read my blog? Do yourself a favor and take a step back while reading one of your recent blog posts. Does it keep your attention? Does it contain valuable information? Why should anyone read that post? Does it offer anything unique?
How could I have made the weatherproofing blog more interesting? I mentioned above that a reader may have found a post titled, “How to Weatherproof Your Home for Winter,” blog post on your website. While that post has the potential to help nearly everyone who lives in a state with a cold winter, how could you have made it better? Try something like, “5 Tips for Preparing Your Home for Winter in (City, State),” instead. And instead of simply offering tips like, “Use caulk on the doors and windows,” offer certain little tricks of the trade like how to finish caulk with a professional appearance.
How’s my current strategy working out? So you’re probably thinking I’m full of crap about right now. I mean, how could the wording actually make that much difference, right? How’s your current content marketing strategy working out for you? If it’s doing well, feel free to click away. I would!
Still here? Good. That means you recognize that something does need to be done.
How is my blog or other content different from anything else online? You can Google, “How to repair drywall,” and get roughly 11.5 million results. That’s a lot of results. Most of them are going to be very similar in terms of how-to information. Make your content unique. Offer information, and tips and tricks to make things easier for the homeowner.
Should my focus be on creating more content or better content? Better content, hands-down. You could have 500 blog posts on your website, but if they’re all exactly like every other blog post in your niche, what’s the use? 50 blog posts that offer substantial assistance or what readers want to see are worth more than 500 posts just like everything else out there.
How can I provide better content for my readers? Create content that is tailored to your target audience and offers more to your readers. Don’t just offer advice on how to repair drywall with a step-by-step tutorial. Offer that advice with even more detail. Show your reader how to cut the drywall to fit, or the best way to fill in nail holes that once supported artwork.
What should my goal be for content creation? A unique approach. Don’t offer the same information readers can get from every other home improvement website out there. And don’t bore your readers with continual pictures and descriptions of your work. Occasional job site posts are great, but not on a daily basis. Aim for two or three times a month.
Who is my target audience? You really do need to understand your audience. Are you targeting a couch potato who enjoys playing video games on a daily basis while working from home as a web designer? Or are you targeting a professional who leaves their home every day for work and would like more time with their family? Narrow that down and you’ll be able to more effectively write for that person. Think of that person every time you write up a blog post.
Need Help with Your Content Creation?