To further understand content marketing in the construction industry, the Construction Marketing Association conducted a national survey of construction professionals. The following questions were asked:
1. Are you implementing content marketing in your marketing program this year?
2. What types of content marketing are you employing this year?
3. What are your content marketing objectives?
4. What is your most effective content marketing tactic?
5. How do you measure content marketing results?
6. Do you develop content internally, externally, or a combination of both?
7. How do you classify your company?
8. What is the approximate size of your company?
Are you implementing content marketing in your marketing program this year?
All of our respondents (100%) acknowledged that they implement content marketing.
What types of content marketing are you employing this year?
19% of respondents primarily use social media and website content in their strategies. Closely followed were newsletters and blogging, at 12 and 10 percent, respectively. Least frequently used were brochures, editorials, infographics, and webcasts.
What are your content marketing objectives?
More than half (52.6%) of respondents’ main content marketing objective was lead generation. Awareness and reputation represented the main objective for 15.8% and thought leadership was the least common answer at 5.3%
What is your most effective content marketing tactic?
Email marketing is still considered one of the most effective content marketing tactics at 29%. LinkedIn, social media, webcasts, editorials, and entertainment were least effective at 6%.
How do you measure content marketing results?
A good chunk of our respondents use lead generation and analytics to measure the results of content marketing, 38.9% and 33.3% respectively.
Do you develop content internally, externally, or a combination of both?
Half of respondents develop content internally only, while the remaining 50% use at least some form of external development. Of those that use external content, only 5.5% use external content exclusively.
How do you classify your company?
What is the approximate size of your company?
