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Blog Randomness vs. Blog Marketing


I’ve seen some blogs that just blow my mind they’re so incredibly good. They’re well-written and they really speak to me. They may be entertaining, educational, instructional, or otherwise be an enjoyable read. Those blogs stand out from others that aren’t as well-written and I go back to them time and time again. I become an active reader of that website based on that first blog post that caught my attention.

And on the flip side of the coin, I’ve seen some blogs that blow my mind because they’re so incredibly horrible. Blogging is about much more than typing out your random thoughts for people to read. A group of people may enjoy reading your random thoughts, provided they’re interesting. But your random thoughts aren’t likely going to convince your reader to hire you to remodel the kitchen.

Just Because You Can Write Your Own Blog Post Doesn’t Mean You Should

The idea of a poorly written blog post is bad enough when you’re talking about some random blog that simply fills a hole in someone’s schedule. I mean we all need something random to read while waiting on that next appointment or waiting for our food at lunch. But blogging as part of your construction marketing strategy is something entirely different.

Blogging requires work. You have to plan ahead, research certain topics, understand keywords and how to use them, and analyze the performance of each blog post. You can tell by the number of views and correlating phone calls whether your blog is reaching your target audience. No phone calls or emails? Then you’re not properly reaching your audience.

Here’s how to successfully blog for your construction business

Know who you’re writing for. Who is your target market? Are you writing for professionals in a nice suburb with a lot of money to invest or people in a lower income area who own aging homes that need some inexpensive work? What does this person expect to find in the blog post? Do they have a high school education or a Ph.D.? Are they looking for an answer to a question or ideas for remodeling their home? Create a mental image of your ideal reader and keep that person in mind while you’re writing.

Don’t use jargon in your blog posts. I know you probably get a little confused when I start talking about SEO, keywords, analytics, market research, and finding your target audience. Your readers probably feel that same confusion when you start using words like joint, miter, stud or building a chase wall. You’re familiar with these terms, but your reader probably isn’t.

Write about things you know or you can research easily. You don’t have to make all of your blog posts read as if you’re trying to teach someone how to build a custom home. Offer advice on certain material types, tell your reader how to seal the granite countertop, or give them advice on how to properly paint the walls in their home.

Write about questions people ask. Make notes while you’re discussing a home plan or kitchen remodeling with a client. Use those notes as fuel for your blog posts. People may ask your advice on the best flooring for the kitchen or bathroom, or whether you recommend heated flooring. Those are great blog post ideas for contractors.

Maintain your blog on a regular basis. We all know that home maintenance extends the life of our home, right? Likewise, regular blog maintenance is the key to building a readership and building a following on social media. The more blog posts you can publish every month the faster your social media marketing strategy will pay off. I have clients who publish two blog posts per month, and I have some who publish 15 or more posts per month.

Hire someone else to maintain your blog. Writing isn’t for everyone. You’re a builder. You should be busy building or remodeling something instead of sitting at a desk pounding away at the keyboard. You could hire your nephew or ask someone on your crew or in the office to write the blog posts for you. But then you’d still need someone to do the market research, the keyword optimization, the blog schedule planning, and so much more.

The Bottom Line

If you’re not willing or able to put the work and research into each blog post you type – you shouldn’t be blogging. A poorly written blog that doesn’t give your target audience what they’re looking for isn’t going to do you any good. You won’t take the time to maintain it, and you’ll walk away feeling like blogging is a huge waste of time.

If you want to read a bit more about my construction marketing services and how it works, click here. If you want to know more about what goes into a solid construction marketing plan, click here. If you want to know what someone who calls themselves a “construction marketing consultant” actually does, click here.


Darren has worked with contractors for over 20 years. He is a member of the Construction Marketing Association and has been profiled in NARI, NAHB, Mike Rowe Works and Meet The Pro. He has consulted with companies such as BuildZoom and Houzz for his thought leadership on construction marketing.