Contractors! The Quality of Your Content Matters

Posted by David Chism | Tue, Jan 24, 2023

 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 (1015 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!

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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