Construction Content Marketing Promotion

 Construction Content Marketing Promotion

Construction Content Marketing Promotion

Our last article was an example of how to write content in the buyer’s journey for you target persona. The persona was Mark a construction project manager and we wrote content about Critical Chain Project management to attract Mark to us. This article on Construction Content Marketing Promotion shows you how to use it to attract your target persona.

Now the content has been created, we need to promote it otherwise nothing will happen and it would have been a waste of time. The process is:

Step 1 – Work out where does Mark hang out?

Step 2 – Promote and Connect

Step 3 – Engage

Step 1 – Work out where does Mark hang out?

From Mark’s  persona map we know he has a LinkedIn account and he searches for information about self learning and how he can improve his performance in work.

Step 2 – Promote and Connect

We can use linkedIn and search to attract Mark to our article.

How to build relationships with linkedinLinkedIn – You could take the article from your website and create a post from it for your linkedin profile. You can then promote the article in LinkedIn groups such as construction project manager groups.

You could also search for construction project managers within the UK using the LinkedIn search tools. Once you have found people you would like to connect to, connect with them. For more help on how to use LinkedIn in construction download our e-book>

Search

Two of the most popular mediums for Search are SEO and PPC

SEO

When you write your article on your website make sure you complete the onpage SEO process. This involves deciding the key word for the article and carrying out the onpage SEO process. This will allow the page to rank and be found by people searching for your key word phrase. You also need to ensure the content is relevant and the user experience on the page is also good.

PPC Pay per click advertising

This is another option to promote your article in search and is very effective if done correctly. You need a strong call to action that take the user to a landing page that has downloadable content for it to be effective.

Other Alternatives

Twitter In Construction GuideTwitter

Although in Mark’s persona profile he is not interested in Twitter, many other people are so we would recommend promoting the article on Twitter. Learn more how you can use twitter>

E-mail

If you have an email list of project managers send them a monthly email with your latest articles. This is not intrusive and you are not selling, you are supporting project managers and building trust with them. If you connect Hubspot to your website you will collect leads from your landing pages and these can then go on mailing lists automatically.

Step 3 – Engage

It’s one thing connecting with people and collecting lists of people and ideally you would like them to call you. In the real world this does happen but not as frequently than you will want.

This step is about engaging with your target persona’s. As soon as they connect with you on linkedin, Twitter or have completed a form from a landing page you need to engage with them. If you are a busy business owner or director delegate this marketing responsibility to someone who is a good communicator.