Content Marketing FAQs from Roofers

Over the past 15 years, the marketing industry has changed a lot. What was once an industry dominated by in your face advertisements and product placements, has transitioned to softer, but extremely effective tactics.

One of these softer, yet extremely effective marketing tactics is content marketing. At Summa Media, we are hugely passionate about content marketing for our roofing clients and the power it has for their businesses. We have seen firsthand just how effective it can be at generate leads and increasing sales and would love to see everyone using it in their businesses.

If you’re new to content marketing, the Summa Media team is sharing the Content Marketing FAQs


Content Marketing FAQs from Roofers


What is content marketing?

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. The goal of content marketing is to attract new leads via free content and eventually convert them to customer.

Content can take on many different shapes and sizes, but some of the more common forms roofers leverage include:

  • Blog posts
  • Social media posts
  • Newsletters
  • Online videos

Why should roofers focus on content marketing?

Content marketing is important for all businesses in 2021, including roofers and contractors. The benefits are numerous, but some of the main benefits are:

  • Low Cost/High Reward – Content marketing efforts cost over 60% less than traditional outbound marketing efforts and generates 3 times as many leads!
  • Impressions Matter – It takes 5 – 7 impressions before someone begins to remember your brand. The more content you put out, the more likely a prospect is to come across it.
  • SEO Demands It – In order for your website to rank organically you must focus on quality content that includes relevant keywords. The more high-quality content you put out across various keywords, the more likely you are to rank.

Is content marketing just for residential roofers?

Not at all! Content marketing is valuable for all roofers. We often associate content marketing with consumer products, but that is not all it is used for. Content marketing should be part of your strategy whether you are marketing to homeowners, property managers, or both!


Does anyone really care about content?

Absolutely! In addition to the benefits listed above, people also genuinely care about the content you are putting out, at least they definitely care when they’re in the market for your services! Content helps to establish a connection and sense of trust between you and prospects, it allows them to get to know you and your voice before you ever even meet. Content also helps to solidify you and your brand as a thought leader, you’re providing free, educational, and valuable information which is very much appreciated by prospects.


Where should I get started?

If your roofing website does not already have a blog, start there! We suggest this for two reasons.

First, as we mentioned above, the content on your website is hugely important for SEO. If you do not have a blog, your website is likely not being updated regularly with relevant keywords and this is having a negative impact on your search rankings.

Second, a blog can serve as a jumping off point for a lot of other content. For example, every time you write a blog post, you can then link to said blog post on your Instagram, Pinterest, and Facebook.


What distribution channels should I use?

Distribution channels are going to vary based on your target audience. For example, if you are trying to reach homeowners going through renovations, you definitely need to be on Pinterest! However, if you are more focused on reaching Property or Facilities Managers for commercial buildings, you’ll want to be on LinkedIn.

Start by thinking about who your audience is and where they spend their time online and go from there!


What if I forget to post something on time?

Unless it was time sensitive, just post it when you remember to do so, but you also don’t want to make this a habit. One of the keys to effective content marketing is consistency across days, times, frequency, and channels. If you find yourself forgetting to post regularly, it may be time to consider a content calendar or automating your posts through a tool like HootSuite.


How do I know what keywords to focus on?

Keywords can be tricky and if you’re just getting started you might want to consider working with a SEO expert. But if it isn’t in the budget right now, there are ways to do it yourself.

You need to start by doing your research. What keywords are people using when they’re looking for roof repair services? What keywords led people to your page? What keywords led people to your competitor’s page? There are many free and paid tools such as Moz Pro that can help with your research. Once you have a list of keywords, use variations of those and similar keywords/phrases as a starting point. Be sure not to focus on anything too broad that you have an unlikely chance of ranking for to help better your chances of being found!


I’m struggling to think of ideas for content!

This is by far the most common complaint the Summa Media team hears from our clients and it is understandable, but oftentimes means you’re overthinking things! You don’t need to reinvent the wheel. The goal of content creation is to provide your site and page visitors with content that is valuable, will help build trust in your brand, and leave the reader wanting to know more.

To help get you started, here are a few broader topic categories to consider:

  • How To Articles – How to Pick a Contractor, How to Finance a New Roof, How to Know When It’s Time to Replace Your Roof
  • Trend Forecasting – Commercial Roofing Trends to Watch This Year, The Hottest Shingle Colors for 2022
  • Urgency Inducing Posts – 5 Signs You Need to Replace Your Roof Soon, What Happens When You Ignore Roofing Damage

If content marketing is something that you’re looking to add to your marketing strategy, but you aren’t quite sure how to tackle it on your own, the Summa Media team is here for you. We help our clients with everything from creative topics, keyword research, and social media. Give our team a call to learn more!

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