Content Marketing is increasingly important in construction marketing. To succeed, it should be a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to a clearly-defined audience driving customer action or attitude.
It can attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour.
You might have blogs, Youtube channels, social media strategies, or just plain old technical content presented in an interesting way.
Whatever your entry, and we expect a great deal of variety in this category, the judges will be looking to see that:
- There are clear objectives for the communication and these are linked to the company’s overall marketing objectives. Is the audience well defined and researched?
- Content – how regular/frequent are the updates? Does there appear to be a content strategy, and a strong identity linked to subject matter? How does it relate to wider strategy? Is the content interesting to the target market?
- The communication is innovative and creatively designed for that target audience. Does the entry display novelty, originality, creativity and innovation?
- Engagement – is the content shared? Is there interaction with readers? How popular is it, and how much is that popularity growing? What evidence is there that the strategy is paying off and affecting the bottom line?
- Were objectives set and measured? Were objectives measurably achieved (or exceeded)? Can it be said that the campaign tangibly succeeded?
- Was it cost effective in relation to the level of success? What are the ROI figures? How has the campaign contributed to business growth?
