Construction Writing – It’s Just Different
Each industry requires specialized writing, and construction is no different. But, construction writing IS different from all other industries. The terminology, nomenclature and descriptions people use in construction make construction writing unique. Whether it’s a press release, website content, blog, white paper or other customer focused writing, it has to ‘sound’ like it fits the industry. The same is true for construction writing read by partners, suppliers and subcontractors. It has to be authentic.
More than ever, the written word IS marketing
For your website, construction writing is the main part of your online marketing efforts because your website is probably already your second biggest source of potential customers, after referrals. But you also want to engage with your current customers so you stay on their minds. If you’re top-of-mind when they think about your construction specialty, they are likely to hire you for their next project. They are also more likely to refer you to others.
That’s where content marketing comes in.
Content marketing is one form of native advertising, and according to sources that track advertising, native advertising
is a quickly growing part of the U.S. digital ad market. And, content marketing
is now used by 86% of business-to-business firms, with a majority continuing to increase both their content marketing budgets and content volume. A large number of construction firms sell B2B, and operate in the architectural/engineering/construction vertical market. Content marketing is maturing now and that means that using it requires strategic actions like authentic construction writing, documenting your strategy, integrating your content better with your PR and communications, and improving the experience for mobile viewers.