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Construction Company Marketing: 5 Steps to Fixing a Failed Blog

[fa icon="calendar"] September 23, 2016 - Fred Thompson

Under construction graphic illustrating a broken blog in construction company marketingHas your construction company blog not been producing the traffic you want? If so, your blog may be broken. The reason for having a blog for construction company marketing in the first place should be to get more leads. But if your blog isn’t performing well, then you’re not going to get the leads and sales you want.

Blogging forms the backbone of any successful inbound marketing initiative. So if your blog is failing, your entire inbound efforts are failing too.

Common Reasons Why Blogs Fail:

  • Most people who start blogs quit within the first 3 months. (Source: Social Triggers)
  • So many bloggers fail to realize the importance of having goals. (Source: Writer In Charge)
  • The reason they fail is because we’re all told to start a blog or business about something we’re passionate about. Except we’re never told that what we’re passionate about isn’t what matters. It’s what our audience and clients are passionate about. (Source: Life Hack)
  • Case study after case study obscure the fact that successful blog-driven marketing campaigns are a rarity. (Source: Search Engine Land).

Publishing articles without a strategic plan of action often will result in your posts getting lost with all the other millions of blogs on the Internet.


A functional blog that captures leads for construction company marketing must:

  • Have a purpose, plan, and strategy.
  • Must be SEO-friendly using a solid keyword strategy.
  • Must offer visitors to leads conversion opportunities.

Accomplishing all of the above requires a solid strategy. I’m going to lay out a very specific linear strategy that will attract, engage, and convert visitors who are searching for your products and services on the Internet.

This 5-step strategy incorporates the entire funnel, is both persona-based and campaign-based, and includes writing a sequence of planned articles instead of a quantity of individual articles. Let's begin!

Step 1) Persona

Don’t even think about blogging just yet. What you do want to focus on before anything else is your audience. I’ve written a lot about personal research so let’s not do overkill here.

A persona simply is a representation of your ideal customer. You should be able to describe your key persona (or personas if you have more than one) in detail. Some key elements of persona research:

  • Knowing who they are, their job title, demographics, family structure, likes and dislikes—basically a core understanding of them.
  • Knowing their buying habits, how they shop when they're online, and where they spend their time on line—searching, on social networks, watching YouTube videos, etc.
  • Knowing their buying process. Ask yourself, “If my persona were to begin his or her buyer’s journey, how would they begin?” What would they search for? They’re buying from you because they’re not building it themselves. How do they arrive at the place where they're interested your business?

Sometimes interviewing current or prospective clients is a good path to follow. We even like to interview clients' failed bids asking, “What could have been done differently?”

Once you have your persona or personas down, you’ll be publishing content to solve for them, writting to them to aid them in their buyers’ journey.

Step 2) Funnel Theme 

You’re going to be writing 12 construction company marketing articles. Here, your'e going to develop a theme for those 12 articles. Developing a theme is simple: Just take one pain point or one need of one of your personas and write all the articles in the series about finding solutions to that one pain point.

Here’s how to do it step by step:

  1. Focus on one persona.
  2. Pick a need.
  3. Pick a keyword or a couple of keywords. Keyword research is a whole different critter and falls into the realm of SEO. But as I’ve mentioned in other articles, keyword research can start simply. For example, if your company constructs office buildings in New York City, a keyword might be, “office construction in Manhattan.”
  4. You’re going to use your keywords in all 12 articles.

Now you have a theme, let’s structure it.

Step 3) Campaign Structure

You’ve now got the why and what, now let’s work on the how. A campaign simply is a plan of action. A campaign should have a specific time-bound structure. It should be action-oriented, and it should state anticipate results.

You should be able to state results and results can be as simple as, “I expect 40 new leads as a result of this campaign.” Or, “I expect a 20% increase in leads from X campaign.”

You’re going to run this campaign for 3 months, and in that three months you’ll write one blog article per week, and you’ll be watching metrics at the same time.

Let’s look at a typical, good inbound campaign structure that fits well into construction company marketing.


  • The theme from step 2.
  • We’ve talked about targeting some keywords.


  • Blog posts: We’ve talked about writing blog articles.
  • Social networks: You can spread the word about your blogs on social media as well.
  • You can email your existing contacts about all the new, cool content you’re writing.
  • Site pages. Add content to site pages to promote your campaigns.
  • Optionally, buy PPC (pay-per-click) promotions on social networks like Facebook or YouTube.

Step 4) Publish

The first step in writing a series of blog articles is (guess what) to strategize. Here’s how to start:

  1. Create a content calendar. This will keep you on track. Simply pick one day per week that you’re going to post one blog article to your website.
  2. Brainstorm 12 blog titles. Each title should: A) Be no longer than 70 characters (good SEO). B) Should address the need or pain point in your theme. C) Use one of your keywords both in the title and a few places in the body of each article.
  3. Write. There’s a lot of buzz from thought leaders now on ideal article length. What’s way more important is that your article is interesting, informative, not wordy, and not self-promotional. Your goal is to supply information making you the thought leader of the topic of your theme.

Why will this work? Why should I not self-promote? For one thing, self-promotion is a huge turn-off today; it’s just bad. Secondly, by supplying good information, you’re elevating yourself as a thought leader. Remember, visitors find information in your blog, on your website, not someone else’s.

From there, it’s natural that they’ll check out other pages on your website, bringing them you that much closer to having a lead.

Step 5) Convert

Construction company marketing's end game should be closing more deals. If you really want to fulfil your lead capturing goals, you’ll want to focus on conversion.

Inbound marketing basically is content marketing + strategy + conversion tactics. Since we’re 4 steps into a decent game plan, let’s now look at the mechanics of getting leads.

As an added step to your funnel strategy (step 2), consider something of more value than a blog article. What could you provide that’s easy to give away or even monetize and that your persona really could use? E-books eternally are good but sometimes a worksheet, template, or guide (pricing guide, calculator, etc.) is better. Nevertheless, your content offer must be something your persona would want.

Does this make sense? Let me lay it out by adding to the campaign structure I shared in step 3, but with conversion tactics added (in red).


  • The theme from step 2.
  • We’ve talked about targeting some keywords.


  • Blog posts: We’ve talked about writing blog articles.
  • Social networks: You can spread the word about your blogs on social media as well.
  • You can email your existing contacts about all the new, cool content you’re writing.
  • Site pages. Add content to site pages to promote your campaigns.
  • Optionally, buy PPC (pay-per-click) promotions on social networks like Facebook or YouTube.


  • Premium content offer.
  • Calls-to-action.
  • Landing page.
  • Workflow.

A basic inbound conversion path is simple: A visitor finds your blog, reads it, sees a call-to-action button (CTA) describing a really great offer, clicks on it, comes to a landing page which further describes your offer, fills out a form to get the offer. Now you have a lead.

From here marketing can further engage leads by using workflows—marketing automation to help bring the lead further down the sales funnel.

The very end of marketing’s tasks occurs during the handoff to sales. Once your marketing efforts have generated qualified leads, it’s up to sales to sell and close.

Does this make sense? Check out our Blueprint where we share tons of secrets to help you get more leads and more sales. Happy marketing!

 Free e-book: Inboudn Marketing for Blueprint for Construction Companies

Topics: Blogging

Fred Thompson

Written by Fred Thompson

Fred Thompson is the owner of New Destiny Media; Fred loves working side-by-side with business owners to create successful marketing campaigns that grown their business. When Fred is not working, he is spending time with his three very active children at home. He is an avid problem solver (MacGyver), Loves anything Martial Arts related and Social Media gets him excited about work.