Posts Categorized: Content Marketing

What Does Positioning Mean to a Specification Audience?

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Clear positioning is a massively influential element to an effective web presence and therefore crucial to your business’ success online and off.

Quite simply;

As a specifier, the easier it is for me to clarify the relevant applications and performance data of any particular building product the easier it is for me to specify.

This post will focus strongly on key customer perspective; understanding their thought process when searching for a product online will enable you to form a business as rewarding and stress-free as possible, for both prospects and existing customers.

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How Simple Strategy Brings Construction Projects and Track Cycling Together

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construction-cycling

Great teamwork beats power and strength (That’s me in the middle)

This post is a great excuse to tell you a bit more about me; what I do, stuff I love and where the two came together rather unexpectedly at a recent visit to the Velodrome.

Before I begin this post I really ought to introduce myself.

I’m Suzanne Golder, content lead for Pauley Creative. I’m responsible for driving the delivery of successful content strategy for our clients.

My recent visit to ride at the Velodrome brought two of the things that I love together. Construction and Cycling.

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6 Key Content Strategies for Construction Marketers for 2015

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Recently I’ve attended two marketing events: the Content Marketing Show in Brighton and Digital Marketing Show at the London Excel.

Whilst listening to all these industry experts it became evident that over the past year there has been a sudden resurgence in real creativity.

Here’s a quick debrief of what I learnt from both exhibitions…

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14 Professional Copywriting Secrets Every Specifier Wished You Knew

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Ok, I admit it, I put difficult things off. Not always, just sometimes.

Because sometimes certain things are just so far out of my comfort zone I can’t bring myself to face them immediately.

I know they’ll ultimately be good for me, I’m just a bit daunted by them at the time, so I’ll procrastinate.

And yet, when I finally pluck up the courage, I’m usually so enlightened, I wonder why I ever waited so long.

What I learnt recently from a top émigré London copywriter is advice that will not just transform the way you write.

But also the way you work.

And your readers will love you for it.

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How Construction Marketers Can Use BuzzSumo To Inform Content Strategy

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First question. What is BuzzSumo?

Well, BuzzSumo is a clever tool that can be used for a number of really interesting research applications that endeavour to give your content marketing strategy a helping hand.

This is what BuzzSumo say about their product:

BuzzSumo provides insights into the most popular content online and the influencers sharing it.

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100 Days to Nail Your Digital Marketing Strategy

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Updated Sept 2016

Is your marketing strategy for the year ahead in hand?

Are you ready to hit the ground running?

Are your monitoring tools, marketing measures and tactical approaches (PPC, SEO, CRM, lead generation, content plan, automation etc) agreed for the coming year?

As James Cameron (Film Director – Google him) once said;

Hope is not a strategy. Luck is not a factor. Fear is not an option.

If the last week or three are a barometer for the coming few months, it seems this year more than previous years, is going to the busiest ever for Pauley Creative and it’s clients.

Understanding what worked this year, what needs improving and what needs killing stone dead will be an essential foundation for building the next years plan…
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Marketing boils down to providing unique value

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I recently viewed a keynote by the great Guy Kawasaki who tells us the 12 things Steve Jobs taught him. One of the things Steve taught him was marketing and providing unique value. As always, I try to find ways to translate this information and insight and make it relevant to our complex industry full of intricate supply chains. As a building product manufacturer with lots of competitors how do you make yourself unique and valuable? Most products are ‘me-to’ products and the only difference is the size of the organisation.

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Better product positioning (and why it will help you become more profitable).

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We’re continuing to explore the challenges facing today’s construction marketers when it comes to putting together an effective web presence.
Delivering a website that not only qualifies new leads quickly, but builds confidence and credibility – encouraging prospects to buy or specify your products over the competition’s – is the key goal for building product manufacturers when improving their website.

This post on ‘Why better positioning will help you become more profitable’ is part 2 from our new series of posts that discuss how to get great results from the web-build projects you undertake.

We will expand upon a popular article on ‘Why your Construction Website needs Targeted Landing Pages’ and the more recent post on ‘What makes a good construction products landing page that generates leads?’.

Positioning for profit.Read More