Blogging 101 For Building Supply Manufacturers—Building A Highly Effective Marketing Tool

by Jess Gonzalez

A few years back, making a blog successful was as easy as piecing together 200-word articles and posting them on your website. The content wasn’t really a big deal, nor the appearance. You’d appear in the rankings and search results and that is how success was measured.

Times have changed a lot in regards to blogging and businesses who don’t adapt and keep up with the changes will be left behind. That being said, it’s still not extremely complicated to have a blog that provides relevant and useful information that in turn provides leads and drives customers. There are, however, some key things to keep in mind in for your blog:

Define Your Target Audience

Identify who represents your current customer or desired customer. Keep your defined audience as narrow as possible. This will greatly increase your chances of creating targeted content that will actually be read. If you don’t understand your customer, you will never be successful in creating content that they are already searching for. 

Understand Your Target Audience

Almost as important as defining your audience is understanding your audience. Know what interests them. Find out what keywords they are already entering in their search queries and begin to develop your content plan around that. What kind of information would your audience find most valuable? Some might find “how to” articles extremely helpful, while others may be looking for a deal. Know WHERE to find them. What types of sites do they already visit? You don’t want to cast your rod where there aren’t any fish biting. 

Go Beyond Keyword Targeting

Using only keywords is no longer enough. Creating content utilizing user intent is a must today. User intent is understanding the why behind a customer’s what.  Customers are looking for something when they search; know what they are looking for. Customers have a reason for their search; know why they are searching. Understanding the what provides the basis of topics. Understanding why provides the framework for you to offer a solution to their what.

Creating The Content

Business categories such as ‘Building Supply Manufacturers’ have customers that are a niche group. They are not the “Targets” and “Amazons” of the world. The audience is specific and the needs of the audience are especially specific. Develop guides and white papers. Provide as much detailed information regarding the building supply industry as possible. Offer solutions to your customer’s problems and they will read your content again and again.

Choose Good Writers

Selecting who will write your content is key. The blog represents your company, your brand. Make sure the writer has knowledge of the industry and understands your target. You get what you pay for. This is a business commodity you won't want to skimp on. In fact, the content creator should be viewed as an executive on your marketing team. They are responsible for portraying your brand in a professional light and creating content that will turn prospects into qualified leads. Keep in mind the value you assign to a new customer when determining what you are willing to invest for your content writers.

Utilize Experts

Find the experts in the in the industry and invite them to guest blog. If they won’t contribute out of the kindness of their heart, motivate them with compensation. Providing information from recognized experts in the field can go a long way in building brand recognition and a solid reputation.

Your blog should not be something assigned to the summer intern. It has the potential to be a highly effective marketing tool that can generate quality leads and spur them to action. Filling a blog with worthy, educational content takes time and effort. Create a strategy and then implement the plan for the best results that bring leads to your website.

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