Many building material manufacturers rely on the “publish and pray” approach, hoping that consistent blog posts will automatically drive SEO traffic. While this strategy may generate some initial interest, traffic can quickly fizzle out, leaving you back at square one.
To truly succeed, manufacturers need a structured, data-driven approach to content creation. This guide introduces the 4-Step Epic Content Formula—a proven method for building “evergreen” content that can continuously increase organic search and attract higher traffic while converting visitors into customers.
Step 1: Choose High-Volume, Intent-Driven Keywords
Data-Driven Over Assumptions
Many companies base content on assumed keywords, which often leads to low-impact traffic. To find high-volume, relevant keywords, use SEO tools that reveal exactly what your audience is searching for and how often. Here are some top tools to consider:
- SEMrush’s Keyword Magic Tool: A user-friendly tool that helps you discover search volume, related terms, and difficulty scores. For instance, if you manufacture custom countertops, “quartz countertops” may seem obvious. But the tool might reveal high-volume, related terms like “quartz vs. granite countertops” or “installing quartz countertops,” helping you uncover new content ideas.
- Ahrefs and Moz: These tools allow you to analyze both keywords and competitor rankings, providing insight into industry-relevant search terms.
- Google Keyword Planner: A classic tool for Google Ads users, Keyword Planner can show search volumes and competition levels but has limitations without active ad campaigns.
By backing keywords with data, you can confidently create content that aligns with your audience’s search habits and your business goals.
Aligning Keywords with the Buyer’s Journey
Targeting keywords based on user intent at each stage of the Buyer’s Journey—Awareness, Research, and Decision—ensures you reach potential customers at critical moments.
Awareness (Top of the Funnel)
Users at this stage are searching for broad, informational content. Examples:
- Keyword: “house siding ideas”
- Content idea: “50 Stunning House Siding Ideas for Your Next Project”
Research (Middle of the Funnel)
These users are comparing options and seeking specific information. Examples:
- Keyword: “fiber cement vs vinyl siding”
- Content idea: “Fiber Cement vs. Vinyl Siding: Which is Right for You?”
Decision (Bottom of the Funnel)
These are high-intent users ready to make a purchase. Examples:
- Keyword: “best steel siding contractors in Atlanta”
- Content idea: Product page or landing page specifically targeting Atlanta customers
Matching keywords with the Buyer’s Journey allows you to attract traffic across different funnel stages, ultimately increasing conversions.
Step 2: Pick an Epic Content Type
What is Epic Content?
Epic content combines SEO-focused and attraction-focused content marketing. It’s crafted to perform well in search engines, attract links, and engage social shares. The goal is to create highly valuable content that keeps driving traffic and conversions over time.
Top 5 Epic Content Types for Building Material Manufacturers
1. In-Depth How-To Guides
Comprehensive guides are incredibly valuable, both for readers and as linkable assets. For example, a guide on “How to Choose the Best Roofing Materials” could attract homeowners and contractors alike, with high potential for shares and backlinks.
2. Extended List Posts
Posts like “45 Kitchen Cabinet Ideas” or “30 Eco-Friendly Building Materials” offer a large selection of ideas, appealing to both search engines and audiences seeking inspiration. The extensive options presented also make these pieces popular for social sharing and linking.
3. Ego Bait Content
Content that highlights industry leaders, like “Top 50 Home Builders in California,” often encourages those mentioned to share or link back to the article. Ego bait works well for building relationships and gaining visibility in the industry.
4. Online Tools
Online calculators, cost estimators, or material selectors are incredibly useful resources that can attract a steady flow of visitors. For example, a “Drywall Calculator” tool helps visitors measure project dimensions, providing a utility that other sites will be inclined to link to.
5. Infographics
Visual content such as infographics combines design with valuable information, making it highly shareable. For instance, an infographic on “The Environmental Impact of Building Materials” can be an engaging, linkable resource for environmentally conscious audiences.
These content types are ideal for driving high engagement, attracting backlinks, and establishing authority in the building materials industry.
Step 3: Promote Your Content
Creating content is only the beginning. Promotion is essential to increase organic search visibility and drive traffic to your site. Here’s a 3-part approach to effective promotion:
1. Social Media Promotion
Share content on platforms where your audience is active. Here are some suggestions:
- LinkedIn: Great for connecting with B2B customers like contractors or architects.
- Instagram and Pinterest: Ideal for visual content such as design ideas, infographics, and finished projects.
To maximize reach, share content in relevant Facebook or LinkedIn Groups. Remember to engage authentically with each community to build trust.
2. Paid Advertising
Investing in paid promotion can accelerate your reach. Start with a modest budget to promote content on:
- Facebook Ads: For targeted demographic reach.
- Google Search and Display Ads: Useful for attracting audiences outside your usual reach.
- Pinterest Ads: Effective for visually appealing or design-oriented content.
Paid promotion helps you reach targeted audiences, enabling you to gauge content engagement and optimize for future promotions.
3. Link Building and Outreach
High-quality backlinks improve SEO performance and credibility. Here’s how to attract them:
- Email Industry Publishers: Share your content with niche publishers to increase your reach.
- Resource Page Link Building: Reach out to websites with relevant “Resources” or “Best of” pages to have your content featured.
- Guest Posting: Offer guest posts on industry blogs with contextual links back to your content.
- Press Releases and Blogger Roundups: Highlight epic content through press releases or ask bloggers to feature it in roundup articles, increasing exposure.
With link building and outreach, focus on quality over quantity, as Google increasingly values link relevance and authority.
Step 4: Convert SEO Traffic into Leads
Driving traffic to your site is only valuable if it leads to conversions. Here are some proven tactics to capture leads:
1. Content Upgrades
Offer visitors additional resources (e.g., a downloadable guide or checklist) in exchange for their email. For instance, a user reading about “Top Building Material Trends” might appreciate a downloadable trend report.
2. Google Remarketing
Use Google Ads to retarget visitors who viewed specific content. Create custom ads that redirect users to a targeted landing page or product offering based on the content they engaged with.
3. Facebook Retargeting
With Facebook’s retargeting pixel, you can deliver targeted ads to users who visited specific pages on your site. This strategy is ideal for promoting whitepapers, product guides, or exclusive offers.
Pro Tip: Optimize your calls-to-action (CTAs) within each content piece. Place CTAs strategically, such as within the first quarter of the content, to increase visibility and conversions.
Increase Organic Search for Your Building Materials Business
By following the 4-Step Epic Content Formula, you can create high-impact content that will help increase organic search and converts leads. This structured approach to content creation—grounded in data, crafted with intent, and supported by active promotion—helps building material manufacturers move beyond “publish and pray” to a sustainable, effective content strategy.
Ready to take your content marketing to the next level? Schedule a free consultation to discuss tailored content strategies that drive growth for your business.
