Contractors! The Quality of Your Content Matters

“Con­tent” has been such a buzz­word in the mar­ket­ing world for the last few years…

We need video con­tent, pho­to con­tent, web­site con­tent, brochure con­tent, social media con­tent… And it’s true: the words you put out there have a mas­sive impact on your over­all busi­ness growth and suc­cess in today’s con­tent-dri­ven marketplace. 

With this spike in demand, there’s also been a spike in sup­ply. Just be care­ful: not all of it is cre­at­ed equal. Here are a few quick take­aways to keep in mind.

1. Focus on qual­i­ty over quan­ti­ty in your mar­ket­ing content

Con­tent mar­ket­ing for con­trac­tors isn’t a sprint: it’s a marathon. If you focus on qual­i­ty mes­sag­ing and resources for your cus­tomers, you will 100% beat com­peti­tors who churn out boil­er­plate garbage in mass quantities. 

Be picky when you hire a prospec­tive writer or social media man­ag­er too, mak­ing sure that their words will rep­re­sent you and your busi­ness well. Your friend’s niece who got good grades on her essays in col­lege isn’t nec­es­sar­i­ly the right fit; you need some­one who knows how to nav­i­gate the bal­anc­ing point between search engine opti­miza­tion and per­for­mance, read­abil­i­ty and value.

2. Write for people

If every­body is pump­ing out sim­i­lar con­tent, you need to find a way to stand out. One straight­for­ward way to do that is to get back to basics: devel­op a cus­tomer per­sona and think of the mes­sag­ing that will most effec­tive­ly con­nect with that person. 

Are you sell­ing ser­vices that are high-end and pre­mi­um? Then you need to write about the expe­ri­ence and crafts­man­ship you offer since price isn’t going to be a big fac­tor. You aren’t look­ing for bar­gain hunters. 

Do you sell some­thing unique and niche? Edu­cate your read­ers about what sets you apart. How is what you do different? 

3. Offer real val­ue and answer tough questions

Work with your team and write down a list of 10 – 15 ques­tions you hear from your cus­tomers. Even the ones about pric­ing (yikes!). You now have a pow­er­ful frame­work for your mes­sag­ing, val­ue propo­si­tion, and con­tent sched­ule. So… start answer­ing those ques­tions! Shoot short videos (10−15 sec­onds), write help­ful blogs, and post to social. 

Don’t over­think it. Just start doing it real­ly well. 

It’s actu­al­ly not as hard as you think it is. If your con­tent is con­sis­tent, well-craft­ed, and inten­tion­al­ly speaks to your spe­cif­ic audi­ence, you’re going to do great. Now get out there and have some fun with it!