7 (Awesome) Content Marketing Ideas for Contractors in 2022

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7 (Awesome) Content Marketing Ideas for Contractors in 2022

Content Marketing for Contractors (Article Cover)

Content marketing for contractors is misunderstood by business owners and marketing agencies. As a result, content writing is often baked into marketing service plans without truly identifying the content’s value and impact on lead generation. As a result, contractors tend to pay a premium for subpar content that fails to deliver new customers.

What is Content Marketing?

Content marketing is producing and distributing online content through SEO articles, blog posts, videos, podcasts, and images. Essentially, you are using pieces of digital content to market your contractor company like roofing, plumbing, HVAC, etc.

Why Types of Content Can Contractors Use for Marketing?

Any content that engages an online user can be part of a content marketing campaign. Whether it’s a YouTube video, SEO article, or visual infographic, its value lies in its ability to influence consumers. As a result, the type of content does not matter as much as its influence.

Below are several types of content commonly used for marketing:

  • Articles
  • Blog Posts
  • Case Studies
  • eBooks
  • Emails
  • Infographics
  • Lead Magnets
  • Local Landing Pages
  • Podcasts
  • Quizzes
  • Service Pages
  • Surveys
  • Videos

Content Marketing Ideas for Contractors

Creating content is difficult for many businesses. They lack the in-house resources to develop content assets that can be used to market their company online. Furthermore, they often lack an understanding of how and where to publish their content and leverage it to generate more leads for their local business.

1) Create a Marketing Funnel

The key to understanding content marketing is creating a marketing funnel. Once you set up a funnel, you can produce appropriate content assets for each stage of the process. A simple marketing funnel has four phases: awareness, consideration, conversion, and retention.


At the top of your funnel, the awareness stage requires broader focused content like blog posts. You don’t need the consumer to buy your services at this stage, but only to become aware of your company’s existence. As a result, you want informational content assets like blog posts and articles that target informational keywords.


Beneath awareness is the consideration stage, which requires content that converts an aware consumer into one that will consider using your services. A perfect example of the consideration stage is an email marketing campaign. The user already knows about your company, and now you are sending them timely emails to urge their consideration.


The conversion stage is near the bottom of the funnel, where leads are converted into paying customers. The prime example of conversion content is a service or product page. For contractor websites, service pages are the most common content used to convert a customer. Another example of conversion content is a local landing page.


Once users move through the funnel and become customers, you want to retain their business. So, content targeting existing customers will differ from content in other stages. An example of retention content is a customer survey. Once you finish your contractor job, you provide your customer with a survey that allows them to provide helpful feedback.

2) Build an Email List

Content is only as valuable as the number of people it reaches. As a result, building an email list is an essential step in maximizing the impact of your content marketing campaign. While other digital marketing tactics can help your content reach its targeted viewers, email lists give your company complete control over content distribution.

For instance, contractors can personalize email campaigns with custom content targeting consumers at different stages of their buying journey. An HVAC company may want to send seasonal discounts to a segment of its audience while distributing annual notices to another sub-section.

3) Rank on Google With SEO Articles

Content and SEO work together because optimizing an article for industry keywords can generate free traffic to your website. As a result, a well-written SEO article can attract leads and convert them into customers. Contractors can quickly move customers through this process by investing in SEO article writing services for contractors.

4) Repurpose Content for Additional Platforms

Content is a powerful marketing currency because contractors can repurpose it to fit a variety of platforms. For example, converting a data-drive article into an infographic or short video significantly increases engagement on platforms like YouTube and Instagram.

As a result, blog posts driving web traffic can also serve as visual lead magnets on social media platforms. Contractors can carve a space on many of these platforms by targeting local consumers needing their industry services. You don’t have to compete with national influencers.

5) Own Your Content

When contractors look to buy SEO content, sometimes they lease it instead. It’s crucial to own your content by purchasing its rights and the ability to distribute it across multiple platforms. It is especially vital to publish content on your website and domain name to leverage the most sustainable benefit from its reach.

Never publish duplicate content scraped from 3rd-party sources as your own, as it not only denigrates your business reputation but reduces your website’s ability to rank online. Instead, investing in unique website content focusing on search engine optimization is critical.

6) Focus on Quality over Quantity

One pitfall for contractors is focusing on content quantity rather than quality. You can produce 500 local landing pages and rank for zero keywords because Google’s algorithm detects spam and thin content. It’s far more profitable to invest in one high-quality landing page.

Furthermore, each content asset reflects your brand and shapes consumers’ perceptions of your services. Don’t go overboard, though; people are not expecting perfection from a local contractor business regarding writing. The most essential component is engagement.

7) Speak to an Audience

Contractor web content often fails to engage consumers because it focuses on the company or the services rather than the customer. Instead, every piece of content should outline how services help the customer and meet the consumer’s needs. Forget how great you think your company is, and focus on how you can serve future customers.

If you want to build organic trust in your business, showcase reviews from 3rd party platforms like Google and Yelp. Consumers trust these reviews more than a piece of content bragging about your years in business. Install a review slider plugin on your website.

Leverage Contractor Website Content in 2022

Content is the best way to rank on Google for keywords and generate leads online. SEO services understand the importance of content and links but attempt to shift the focus to technical SEO. The reality is that content brings in new customers via search engines. All this stuff about crawling, indexing, rendering, and ranking is stuff a 3rd grader can do.