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.