If you told yourself that 2021 was going to be the year that your roofing business implemented a content marketing plan, but are now paralyzed, unsure where to begin, look no further.
Over the years, the Summa Media team has helped numerous roofers just like you create content marketing strategies that work for their businesses. We’ve seen firsthand the increased leads, sales, and revenue that can come with the help of a strong content strategy and are here to help you do the same for your roofing company. Below we’re sharing all of our content creation and marketing must do’s to get you started, keep reading to learn more!
What is content marketing?
Simply put, content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. Content explains who your company is, what you do, and provides clients and leads with information on both your company and industry as a whole. Well-crafted content helps to establish your brand as a trusted source and industry thought leader. Content also helps influence your search rankings on Google and other search engines.
Content Creation and Marketing Must Do’s…
Blog posts are one of the most important pieces of content that you will work on for your roofing business. Aside from the fact that the structure of blog posts allows for you to share detailed posts that serve to educate consumers, they are also highly shareable across your social media channels which we will discuss below.
When writing a blog there are a few things that you need to focus on to ensure that you receive the SEO benefits and web traffic that you are looking for, including:
– Keyword Optimization
When choosing a keyword for your blog post, you want to choose a keyword that is relevant to both the article and your business overall. Your keyword needs to be placed strategically and frequently (but not too frequently) throughout your blog post in order for the Google algorithm to recognize the keyword and rank your blog post highly in search results.
When writing copy for a blog post, you need to include headings. Headings serve to divide your content into different subsections for the reader, making it easier to consume. They also indicate to Google what your blog post discusses.
– SEO Titles
Your SEO title tells Google what the page is about and is what is displayed to users when they come across your blog post on a search engine. Be sure to use keywords that are relevant to your blog post here.
– Meta Description
Your meta description is the brief blurb that displays below the SEO title in the search results. It should include your keywords and a call-to-action for maximum optimization.
– Pictures, Diagrams, Lists, Etc.
They say a picture is worth a thousand words and when it comes to search rankings this is extremely true. Including pictures, diagrams, lists, and bullet points throughout your blog posts not only makes it easier to consume, but helps boost your search rank as well.
Add links in your content that take readers to other pages on your website (both static pages and blog posts work). This helps to provide additional information and context to your reader and also is viewed favorably by Google.
For Social Media
We’ve talked about social media for roofers previously, but we are going to emphasize the importance of creating social media pages for your business once again. Social media platforms are the perfect place to create and distribute content to a targeted audience that has already opted to follow your brand.
Using Facebook, LinkedIn, Twitter, and Instagram to distribute blog posts, share updates, and check in with clients is extremely beneficial for your business. You can also use these channels to not only share content you have created, but to share user generated content, that is content that other users have shared that is relevant to you. Examples of user generated content include, a picture of your finished work that you were tagged in or a five-star Google Review a client wrote for you.
For Email Campaigns
Email campaigns and newsletters are another great place to share new content with an audience that is already plugged into your business. To effectively run an email campaign, you first need to create emails lists. We recommend creating a few separate email lists, one with former customers, one with leads, and one with both. Create targeted campaigns to ensure you are delivering relevant content to your various audiences.
A monthly newsletter is also an aswesome way to keep both former clients and leads informed on the latest updates from your roofing company.
No matter what platform you are creating content for, the Summa Media team has a few final tips to help ensure your success.
- Always keep your audience in mind in mind when creating content. Ask yourself:
- Who am I creating this for?
- What do they need from me?
- What do I want to teach them?
- What action do I want them to take?
- Plan your content in advance to ensure you have a consistent schedule.
- You don’t need to reinvent the wheel with every piece of content you create. Don’t be afraid to recycle old, high performing content. Just remember to update any facts, figures, or information that is outdated.
- Always cross promote your content on different channels. For example, when you write a blog post you should Tweet a link to the post. When you share something on Instagram, change your settings to ensure it automatically uploads to your Facebook as well. This allows you to reach a wider audience with a single piece of content.
- Create a unique voice and brand identity and keep it consistent across your different platforms. Your followers should immediately be able to know they’re viewing your content before they even notice your logo.
Content marketing is hugely important for boosting your roofing company’s digital footprint, but at Summa Media we understand that not all roofers have the time or the team to build a content strategy on their own. If you are looking for help with your content marketing plan, the Summa Media team is here to help. Give us a call today to learn more about the services we offer to roofers like you.