Marketing Eye

Content Marketing in the Construction Industry

It should come as no surprise that as marketers, our mission is to tell stories about brands. This is true even in the B2B space. It might be harder to pinpoint than brands with a consumer audience, but companies targeting other businesses are sometimes the most compelling stories of all.


Construction might seem like an industry that isn’t sexy or edgy But think about any building going up in your city, there’s a beginning, a middle, and an end to its completion. This is no different than a story. But what are audiences in the construction space looking for? Marketing Eye Atlanta has looked back to previous clients in the industry to find overarching trends that have helped us find success in marketing construction companies.


Marketing Strategy

Just like blueprints, a marketing strategy is the road map to success. It’s what rallies the various teams on a project to come together and create. What’s great about marketing strategies is they’re agile. When a need pops up, it can be incorporated into the strategy.

You can’t blindly start building a new development without plans. The same is true of marketing. You can’t just start posting on social media and create a website without knowing what your end goal is. Marketing and construction are very similar in that way. If you want to finish a successful campaign, you need plans to implement.


Storytelling

After creating your marketing strategy, it’s time to tell your brand’s story. Construction offers a myriad of opportunities for this. Where does your brand fit into the story? For our client, FrameCo, they found that their story lies in their 10 years of innovation and the opportunity for rebranding. The team knew that a refresh would sell in the industry as they could showcase their modern approach to the construction services they provide.

Read our FrameCo case study here.


Brand Consistency

This isn’t the first time I’ve talked about brand consistency, and there’s a reason why. Now more than ever, consumers are overloaded with ads and messaging. So how do you stand out from the crowd? Being consistent on every channel you invoke marketing does the trick. This not only builds brand awareness, but also captures your audience’s attention. It’s like learning something new, it takes seeing it 21 times before it’s memorized. Use that idea in your branding, and your customers will have you stuck in their head.


Formulating content marketing in B2B industries like construction can sometimes take research and analysis. At Marketing Eye, we’ve kept a close watch on the trends in the industries we support to create great marketing strategies. Contact us online to learn more, or call us at 404-626-8070 to speak with a marketing expert to bring your content and brand to life.



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comment ( 1 )
  • Kaelyn Green
    Kaelyn Green
    20 Sep 2018

    I found the case study to be very thorough and informative. This is a great example of how dynamic marketing is applicable in today's business climate no matter the industry.

    Reply