Creating Compelling Content
‘Content is King’ is a saying which has been around for many years, and it is quite correct. But content has progressed from being just the written word to so much more. So its important to select not only the subject, but the form of content, which will best reach out and engage with your construction target audience.
A good starting point is the Persona of your target group. Standard personas like those available from Competitive Advantage can assist this process, but to help shape your content you may need to go into greater detail with your persona and market research can help with this. Understand what matters to them, the channels they view and also how your competitors are engaging with them.
The content and effectiveness of your engagement will also impact on brand perceptions. Another area where research can help to measure brand awareness before and after a campaign. This can provide a useful measure of return on investment as well as highlighting opportunities for improvement to future programmes.
The process of creating content is explained in our webinar ‘Creating Compelling Content’ presented by CMA award winning communications agency Refresh this includes a case study of a Polypipe social media campaign aimed at heating installers and plumbers.
Further Information:
Polypipe ‘A Question of Regs’ videos
Engaging with Specifiers using Social Media
Checklist for Specifier Engagement
Engaging with Specifiers using Telephone Conversations
Implementing a Construction Strategy
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