If you’re a roofing contractor trying to learn how to market effectively in the digital age, you’ve probably come across the term “content marketing.” Content is simply interesting information that you share, whether that be a blog post, social media post, or even an infographic, that can begin the sales journey for a prospective customer.

Let’s say Sally is browsing the Internet looking for a service to help her company solve a roof maintenance issue that they’ve been struggling with for months. Luckily, your company has worked hard on its search engine optimization (SEO) and your webpage was the first listed in her search results. Sally beginsbrowsing around and becomes intrigued with your services, but she wants to know a little bit more. She sees your social media tabs in the top corner of the site and begins reading tweets and Facebook posts. She soon finds her way to your blog where she learns more about the specific services you offer. Before you know it, she’s filling out a form requesting further information and one sales cycle later you have a new customer. 

Sally’s interest piqued based on content and content alone. Until she requested information, a sales representative wasn’t even aware that Sally was a prospective client — that’s new-age marketing and that’s why content marketing is so crucial.

Here are five steps to generate leads through your company-specific content:

1. Accumulate and Repurpose Current Information

Whether you realize it or not, you probably have a lot of content laying around. That sell sheet, old blog post, or even a case study can easily be repurposed. Nothing is a one-time piece of information, especially on social media.

Keep that information on your audience’s timeline. Maybe it was missed or overlooked the first time it was posted, or perhaps the wording wasn’t striking enough. Mix it up and try new ways of framing it. Don’t let that good piece of content go to waste — dust it off.

2. Sharing and Promoting Regularly

Make sure your website and blog explain who your company is and what you offer. Spell out your mission and vision clearly — don’t let the buyer slip through your fingertips due to confusion. Let them know of any exciting news and events approaching. 

Did you have an exciting new project kickoff this week? Let your audience know about it. You’re not bragging, you’re promoting.

Studies show that a buyer will do 90 days of research before making a large purchase. If you have a positive customer testimonial, use it! Post that on your website and share it on social media, because it’s the kind of content prospective buyers will read and take into consideration.

3. Search the Web, Including Competitors, for Ideas

When you’re really struggling for content, don’t be embarrassed to use the Internet to your advantage.

Run a search of what’s currently trending in the roofing industry. See what your counterparts in other regions of the country are talking about and find inspiration based on that. Check out your distributors’ and manufacturers’ social media accounts. They often have valuable information that you can repurpose for your company. When you catch a glimpse into what others are conversing about, you’ll be able to brainstorm similar ideas that you can make into your own.

Leads come when there’s complete understanding of both your products and the industry as a whole. Give the prospective buyer a glimpse into the state of the industry. Whether they’re new to roofing or a pro, they’ll be happy to learn more, especially from a new perspective.

4. Share Exciting and Important News with Local Media

Although it’s the 21st century and everything seems to be Internet based, newspapers and business journals can be great tools to highlight your company. Did you have a grand opening? Send out a press release and photo caption to your local newspapers. Get your name out there with your content.

Did your company hit a milestone? That type of content can be shared online as well as offline. Positive PR is what every company craves and the more outlets you’re featured in, the more exposure you’ll receive.

Smaller businesses can benefit greatly from these outlets. This content can get your company further attention from prospective buyers who may be interested, but were never aware of your services. Soon they’ll look up your website and follow the same path that Sally did.

5. Engage on Social Media

Think of social media as free publicity. If you’re posting the right kind of content several times a week, you’ll receive just as much as exposure as you would paying for an advertisement.

And it didn’t cost you anything.

Be strategic about your content. Make it relevant and make it engaging because social media is just that — social. Reply to your followers, answer their questions and lead them to interesting solutions others have found using your company.

Finally, let your success speak for itself. When a business isn’t on social media, they’re missing the chance to receive and promote success stories. When a customer is happy with your service, they’ll post their own content and tag you in it. When a happy customer shares their story with their friends, you’ve got a brand new pool of possible leads.

Content, content, content…. Be strategic about what you post on your website, blog and social media. Make it interesting, engaging and educational because this is the type of information that can land you new leads.