You may know that blogging, and not paid advertising, is a most cost-effective way to get commercial construction leads. There are two main issues marketers face with writing a blog article: 1) The article needs to be a great article, targeted to one of your personas and, 2) it needs to get found.
By “found,” I mean when someone Googles for some information, they find your content, not your competitors’. While blogging is an art unto itself, writing the title is also, and for SEO purposes, even more important than the article itself. Of course, you can’t have a great title and a crummy article, but you know that already.
So let’s take a dive in and get going on one of the key commercial construction trends in marketing.
How to Write a Killer Blog Title
1) Brainstorm a Great Topic
What would be great topics? It will depend on your niche, but basically you need to solve for your customers, anticipate their questions and answer them well.
One topic can be used for several blog posts. Take the topic of construction planning, for example. You could write many articles on that one topic alone. For example:
- "How to Hire a Contractor Who Knows About Project Planning and Controls."
- "Construction Management: How to Outline an Entire Work Plan."
Do you see how each title addresses one specific component of our very broad topic? The title also needs to be searchable by being keyword-friendly. We’ll look at that in a bit.
But first, let’s have some fun. Head on over to Hubspot’s Blog Topic Generator. In the first two fields, enter the two words in your main topic: construction, and planning. Then, add one more word that might fit into a blog title. Then, click, ”GIVE ME BLOG TOPICS.” Don’t necessary become addicted to this tool, but it can help unjam writer’s block.
2) Keep your Title Relevant
Your title needs to be a give-a-way as to what you’re writing about. Once readers see your title in their search results and click on it, you don’t want to disappoint them. You actually want to do the opposite: keep their interest and delight them with your content.
There are tons of clickbait everywhere. We get bombarded by it all the time. Wouldn’t it be nice if a title like this would deliver: “How 10 phone calls earned me a 10 million dollar sale?” That’s probably happened, but it’s not something you’d want to put out there teasing readers to replicate such a huge win.
You also want to keep in mind the degree of complexity you’re planning to achieve in your article. A title that reads, “The 10 best statistics on construction project growth” will need backup. You’ll need to add charts, illustrations, and sources cited in your article. If you’re not planning on doing that, then soften up your title to perhaps, “The 10 keys to construction project growth.” You get the idea.
3) Make Your Title Punchy
Without overkill, you need to make your title pop. When one of our writers started adding some punch to his titles, his blogs began getting better traffic and conversions. He now doesn’t mind using creative language. Here are some tips:
- Use Hyperbole. The word, “killer” in my title above isn’t (obviously) about killing something, it’s about making it better. Just using a little overstatement not only is effective, it fits into current patterns of every day speech.
- Use bold language. Sometimes using the negative will produce positive results, e.g., “How Using Social Media Killed My Business.” Then, I’d write about how using social media the wrong ways killed conversions, etc.
- Give value. Remember your audience. People are coming to the web to find solutions. If you’re a giving kind of person (like we are), you’ll have fun helping to solve the issues and questions people are searching for. Your title needs to reflect what you’re delivering.
Everything you write hinges on your main buyer persona. Never forget who you’re writing to. It may help even to make a list of the things your customers want to know. Because commercial construction trends are ever-changing, you’ll never run out of topics. And if you’re writing about trends, you can risk being punchy because your audience will by hungry to digest the new things you’re writing about.
Fit Your Title into SEO Best Practices
This means two main things:
- Make sure you have a keyword in the title. Keywords are the things both people are search engines look for.
- Keep it as short as possible. Titles longer than roughly 70 characters can get truncated in search results, making them hard to read or chopping off keywords.
In the sample title I used above, “How to Hire a Contractor Who Knows About Project Planning and Controls,” project planning and controls could be a keyword. So you’d want to use that keyword a few times in the body of your article. Keywords will actually keep you on track so you’re not tempted to wander off topic and confuse your audience.
You may need to tweak your title a little to accommodate a keyword. You don’t want to do this in an unnatural way as you’ll lose your audience and also will hurt your search ranking. I overcome that hurdle by choosing a keyword first. The keyword is my topic, so I just create my title and content body around one, main keyword. I’ll insert one or two other keywords in the body, but that one focus keyword will drive the core of my article.
Shorter titles work better not only in search results, but if you can say what you need to in less words, all the better. My sample title, “How to Hire a Contractor Who Knows About Project Planning and Controls” easily could be shortened to, “Project Planning and Controls: Hiring the Best Contractor.” Cutting out the “fat” adds a certain degree of impact to the title, thus increasing the likelihood someone will click on it, head to your website, and buy something.
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Key take-a-ways from this blog article:
- You need great content and great SEO to get found. Your blog title is where it all starts.
- Start with a topic, but then move on to a keyword, and then craft your title.
- Catchy titles get clicks, but accurate titles retain readers. An accurate and catchy title will produce results.