Gone are the days when people willfully opened their doors to anyone who knocked — including roofers looking to drum up business. Between “no soliciting” signs meant to deter uninvited guests and doorbell cameras meant to discourage “porch pirates,” a homeowner’s threshold is now sacred ground.
So, instead of relying on door-to-door sales, roofing contractors are taking advantage of the easiest and most efficient way to target new customers online, through strategic content marketing.
What Is Content Marketing?
In 2023, content marketing is a crucial component of a roofing company’s overall marketing plan. It focuses on creating, distributing and promoting valuable, relevant and consistent content — via blogs, emails, YouTube videos, Facebook posts, Instagram stories, etc. — to attract and engage your target audience.
By continuously offering helpful content, you build trust with consumers, who are likely to think of you when they need roofing services, ultimately driving your business growth.
So, Then, What Isn’t Content Marketing?
Content marketing is not blatantly advertising your services. Instead, it’s showing potential customers the context in which your services can shine.
In other words, they don’t want to hear how awesome your company is — they want to learn about topics that matter to them.
“In 2023, users have shorter attention spans and are more informed, creating a dynamic combination when selling roofing services online,” according to Roofing Webmasters. “Your target customer does not want to feel like you ‘sold’ them a service but instead would prefer to think that they discovered you organically on their own.”
How to Use Content Marketing
By sharing informative and useful content, you can position yourself as an expert in the field.
Tips for effectively utilizing content marketing include:
Identify relevant topics | Find topics that align with your audience’s interests and needs. As a roofer targeting homeowners, relevant topics could include:
“How to Spot Roof Damage after a Storm”
“When Is It Time to Replace Your Roof?”
“Understanding Different Roofing Materials”
“Preventative Roof Maintenance Tips”
Create quality content | Once you identify pertinent topics, create informative and engaging content around them. Content may be in the form of blog posts, videos, infographics or downloadable guides. For instance, a blog post on “The Top Signs of a Leaking Roof” could help homeowners identify problems early, reinforcing the value of your expert service.
Distribute the content | When your content is ready, distribute it through the appropriate channels, including your website’s blog, email newsletters and social media accounts such as Facebook or Instagram. For example, post a well-crafted video on “How to Choose the Right Roofing Material” on your YouTube channel, then share it on your other platforms for maximum reach.
Engage with your audience | The next step is to engage with your audience. Encourage them to comment, ask questions and share your content. Ask for their experiences with roof maintenance or solicit questions they might have about roof installation. This builds a sense of community and trust around your brand.
Measure and adjust | Finally, use the data to measure the impact of your content. Which topics generate the most interest? Where does your website traffic come from? What type of content drives the most engagement or leads? With this data, you can adjust your content strategy to maximize effectiveness.
Promote your services | While the goal of content marketing is to provide value and build relationships, don’t forget to promote your services too. You might offer a free roof inspection to readers of a blog post on “How to Identify Roof Damage,” or promote a discount on roofing services in an email newsletter.
Through consistent and thoughtful content marketing, you can educate potential customers, build a reputation as an industry authority and ultimately drive more business.
Content marketing is so much more than selling a service — it’s about sharing knowledge, providing value and creating lasting relationships with your customers.
The Right Way to Do Content Marketing
Not sure where to start or how to elevate your content marketing? Get some inspiration from a few of the AtlasPRO+ contractors who are doing it right...
Freeman Roofing in Pace, FL, provides helpful information for homeowners in their blog. Some of their most recent posts have included “Roofing Trends to Watch Out for This 2023,” “Why You Should Avoid DIY Roofing” and “Steps to Take When Storm-Proofing Your Roof.”
H and S Roofing in Green Bay, WI, shows potential customers that they do their research before recommending products! In this Facebook post, H and S shared photos from their tour of Atlas Roofing’s Hampton, GA, manufacturing plant, where they learned about how Atlas shingles are made, right down to the granules:
DeLaurier Roofing
in Savannah, GA, post informative videos on their social media pages, including these two on Instagram, explaining six steps homeowners should take if they suspect roof damage and all of the components that make up a roofing system:
Ready Roofing in Clayton, NC, uses drone footage in many of their videos, showcasing newly installed roofs, such as this one with Atlas Pinnacle® Pristine shingles featuring 3M™ Scotchgard™ Protector:(Notice how the neighbors’ roof is covered in algae stains. Meanwhile, the new Atlas roof will remain streak-free for years to come!)
If You Create It, They Will Come
“Content Is King.” That was the title of an essay Bill Gates published in January 1996. And in 2023, ask anyone who works in marketing — it still rings true.
Today’s technology helps you get your roofing business in front of more homeowners than door-knocking ever could.
With a few keystrokes and clicks, your content can reach a world of people — many of whom will need a new roof or roof repair at some point. By crafting the right type of content, you can build trust with these potential customers so that when the time comes, they will be more likely to remember you and reach out to your company.
All online marketing comes down to content. Think about it...
Content creators are all over our social media pages — people who are using themselves to market products and services they want us to buy. Their videos and posts nudge us to follow them and cultivate our trust, all in an effort to make a sale or commission.
Whether you write it yourself or hire someone to help, content should be one of the top priorities for your business.
Whether you’re just getting started or want to add to your current content, Atlas has you covered! Visit our Homeowner News page on Asphalt Life and grab any of the articles you like to embed, post and/or share on your website, blog, social media or other outlets.
For more content marketing tips and strategies, check out these resources:
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