Over 80% of marketers now invest in content marketing, with 40% developing a documented content marketing strategy. In fact, 64% of the most successful marketers have a plan in place. About 67% say content marketing generates leads.
With a well-developed content marketing campaign, you can help more people find your fencing company online.
Not sure how to get started? Read on for the content marketing tips you need to expand your fencing company’s visibility today!
1. Gather Research
Before creating content for your fencing company’s website, gather research.
Define who your clients are based on demographic, psychographic, and keyword research. Demographic data can include location, gender, income, and industry. Psychographic data can include buying behavior, online behavior, interests, hobbies, and pain points.
Keyword research can help you understand how clients find your fencing business online. Use tools like SEMRush, Google Trends, Keyword Planner, or Ahrefs to build a list of target keywords. Look for long-tail keywords (phrases featuring four or more words).
Focusing on long-tail keywords can help you understand the buyer’s search intent, allowing you to better understand their needs.
Gathering target audience research will help you create personalized content they want to read. Creating content that aligns with their search intent will also help you appear for relevant searches online.
If your content doesn’t match the reader’s needs, they’ll leave your website to find a fencing company that can answer their questions. With relevant content, clients might return to your website for help with their fencing needs in the future. You’ll have an easier time converting website visitors into leads or sales.
2. Optimize for SEO
Approximately 68% of activity online starts with a search. However, 75% of search engine users don’t look beyond the first page of results.
Nearly 50% of Google searches are also local.
Meanwhile, 51% of your website traffic comes from a search engine.
Search engine optimization (SEO) will help your content appear for relevant search queries. Your organic search engine rankings will appear higher on search engine result pages (SERPs).
Use the keyword research you gathered to determine what content to create. Choose a primary keyword and a few secondary keywords for each post. Don’t put keywords into a post after it’s written (which can make the keyword read awkwardly within your content).
Optimize your content for SEO by adding the primary keyword to the:
- Page title and URL
- Opening and closing paragraphs
- Body text
- Image file name and alt text
- SEO title and meta description
- An H1 header
The SEO title and description will appear on SERPs. Make sure both are engaging and relevant to the content to attract more website visitors.
Optimizing branded images can help you appear for more image searches, maximizing your reach.
Don’t forget to consider SEO as part of your social media marketing strategy. More social media platforms are using keywords to display relevant content in front of users.
3. Diversify Your Content
Plan to diversify your content marketing strategy with different types of posts. Different post formats include:
Diversifying your content will help you appeal to clients at different points in the buyer’s journey.
For example, consumers at the Awareness Stage look for guides, editorial content, educational content, and whitepapers. People in the Consideration Stage look for expert guides, podcasts, videos, and webinars. Those in the Decision Stage look for case studies, vendor/product comparisons, and testimonials.
Creating content for consumers at each stage of the buyer’s journey will allow you to attract, convert, and nurture leads.
4. Plan Ahead
Producing content throughout the year will allow you to continuously engage customers. Create a content calendar to remain organized. It can also help you recognize gaps in your content marketing strategy.
Determine how often you want to publish content for each marketing channel. Plan to produce evergreen content (content that’s relevant throughout the year).
5. Consider Promotion
Before going live with your content marketing campaign, consider your promotional strategy.
Use your audience research to determine which channels your customers use most. For example, you can use your website, email newsletters, and social media to help consumers find your content. Using more than one marketing channel will help you create a cohesive buyer’s journey online.
Repurpose your content for multiple channels to save time.
6. Focus on Quality Over Quantity
When creating content for your target audience, focus on quality over quantity.
Provide your readers with helpful tips and advice they can’t find from other fencing companies. Providing helpful, relevant content will help you become a thought leader within your niche. It can encourage more people to subscribe to your email newsletters or to reach out for fencing services.
Make sure to write for your readers. Put humans first by personalizing your content based on who you’re trying to reach.
For example, you might segment your target audience by splitting homeowners from business owners. Then, create content relevant to each group. Writing for each buyer’s persona will allow you to connect with your customers based on their needs and concerns.
7. Review and Adjust
Once you begin using these content marketing ideas, review the results from your campaigns. Determine what content format helps you generate leads or sales. Consider when you’re posting and which channels you’re using.
Reviewing the data from your efforts will help you determine how to best adjust your content marketing strategy. If you’re struggling to generate leads and sales, consider working with an experienced digital marketing agency. Working with an agency will allow you to save time and money while ensuring your ROI improves over time.
Partner with an agency that specializes in helping fencing businesses. They’ll have a better understanding of your industry, customers, and competitors.
In an effort to keep your content marketing strategy fresh and relevant, don’t forget to track trends.
Apply These Content Marketing Tips: Promote Your Fencing Company
A strong content marketing strategy will help you connect with customers. Use these content marketing tips to attract more people to your fencing business. With these tips, you can forge stronger connections with your audience before boosting sales.
Remember, you don’t have to apply these content marketing ideas alone.
Contact our marketing agency today to learn more.