The home is a space for expression and comfort – and for many consumers, it's a deeply personal investment in their livelihoods and future. For home improvement companies, connecting with clients in meaningful ways helps them achieve this for people in their area while growing their business.
The home improvement industry is a vibrant sector where living better begins at home. Content marketing offers an excellent opportunity to showcase their knowledge and educate customers on anything from the latest design trends to cutting-edge technologies. Your content can educate and inspire, enhancing your company's standing and securing customer loyalty.
In this post, we cover how home improvement companies can capitalize on content marketing to inform customers and develop their authority and expertise in their area.
Tips for Home Improvement Content Marketing
Content creation for home improvement is a delicate balance between inspiration and instruction. Your materials should educate customers about what’s popular and possible while inspiring them toward their ideal living space by demonstrating the skill and knowledge of your brand. When your content resonates with homeowners, it serves as an educational tool and a significant driver for business growth.
Here are some content ideas you can share with your marketing materials.
Share Seasonal Maintenance Tips
Every season presents specific challenges and opportunities for homeowners. By offering curated seasonal maintenance tips, you position yourself as a trusted advisor in the long-term care of customers' properties. Imagine providing a detailed checklist for preparing homes for winter, ensuring a cool, comfortable summer with optimized air circulation, or enhancing curb appeal through seasonal gardening suggestions.
Decoding Local Building Codes and Permits
The bureaucratic aspect of home improvement can be a daunting maze for the uninitiated – and varies wildly from area to area. Home improvement companies have to deal with codes and permits more than the average homeowner – giving them a unique perspective to explain it. Simplify the process (for both customers and your company) by providing step-by-step guides on applying for local building codes and securing all necessary permits. That helps to inform about the legal requirements for home renovations and positions your company as an ally in their home improvement journey.
Energizing Through Energy Efficiency Upgrades
Energy efficiency upgrades are critical in home improvement in an age of environmental consciousness and rising utility costs. Your content can highlight the tangible benefits and cost savings of updating insulation methods, adopting energy-star appliances, or investing in solar solutions. Make the case for sustainability as an integral part of modern home upgrading while positioning it as a stylistic choice and worthwhile investment.
Preparing for the Unforeseen with Disaster Preparedness
Be a beacon of reliability when protecting your home against natural disasters by creating content that educates homeowners on preparing for worst-case scenarios. That includes tips on securing a home against hurricanes, earthquakes, or tornadoes – or creating a disaster preparedness kit. Such content provides practical value and instills a sense of security, fostering trust in your brand.
Advocating for Local Material Sourcing
The provenance of building materials is an increasingly important consideration for eco-conscious buyers. Champion local businesses and reduce the carbon footprint of your projects by promoting local material sourcing. Share with customers the advantages of using products that are both sustainable and supportive of the community.
Honoring History with Historic Home Renovation
For owners of historic homes, renovation is a delicate matter of modernizing while preserving the past. Craft content that offers guidance on maintaining the heritage of these structures while making them functional for contemporary living. This niche area can showcase your company's expertise in handling unique challenges, fostering a sense of exclusivity and expertise in your brand identity.
Historic homes also vary heavily by region, where building trends differed over the centuries. You can focus your niche on homes in your area to develop a sense of trust with the people you want to connect with by addressing the issues they face daily.
Platforms for Sharing Your Content Marketing
The platforms you choose to connect with your audience are as important as the content you create! You want to reach people where their attention is with your marketing materials. Here’s a breakdown of various platforms and content types to let you know how to use them.
Post Regular Blogs
Blogs offer the chance to develop detailed yet accessible knowledge. Craft posts that go beyond mere announcements of your services and use your blog as a platform to discuss industry trends, showcase your projects, and offer step-by-step DIY guides. Regular updates will keep readers returning for more, boosting your SEO and establishing your blog as a go-to authority in home improvement. Blogs also act as a good basis for other content pieces, where you can convert high-performing blogs into social media snippets and online videos or combine them with an SEM strategy.
Foster Connection on Social Media
Social media should feel like the digital extension of a friendly, knowledgeable neighbor sharing home improvement tips, anecdotes, or pictures from jobs. Engage your audience with stunning before-and-after project photos, live Q&A sessions with experts, and quick video tutorials on common home maintenance issues. Utilize platforms like Instagram, Facebook, and X (formerly Twitter) to draw in customers with shareable, visually compelling content.
Keep in Touch with Email Newsletters
Email newsletters let you cut through the noise directly and personally by reaching people in their inboxes and building on your lead generation efforts. Tailor your newsletters to your area to feature exclusive content like interviews with industry leaders and trend analyses. Such personalized emails can go a long way in keeping your brand top-of-mind in customer inboxes.
Host Virtual Workshops and Webinars
The digital era allows for outreach beyond geographical limitations. Host webinars and workshops where your experts can demonstrate the latest home improvement techniques, discuss trends, and engage with viewers in real time. This level of direct interaction adds a personal touch and positions your company as a thought leader.
Develop Downloadable eBooks
Produce comprehensive e-books and guides that homeowners can download as a reference for their home improvement projects. From sustainable practices to the latest smart home technologies, an e-book gives customers something to keep (or print). It offers an expansive look at various areas of interest, solidifying your position as an educational center in the field.
Quickly Inform with Infographics
Make complex information accessible with visually appealing infographics. While explaining complex information, you can create quick sheets for reference to help simplify home improvement trends and ideas with visual guides. Infographics can be valuable to your content strategy, particularly when shared across social media and included in blog posts.
Create Video Content
Utilize the power of video content to provide a close-up view of new trends and ideas in the home improvement sphere. Whether you have someone read through information, share tips on fixing or styling a new renovation, or conduct detailed project walkthroughs, offering a visual and audio narrative lets you resonate deeply with your audience. For people new or inexperienced with home renovations, letting them see it can demonstrate the variety of possibilities available.
Let McClatchy Help Build Your Content
Content marketing for home improvement is not just about attracting clicks – it's about building enduring customer relationships by providing value and knowledge. By implementing the tips and strategies outlined in this guide, you can create a robust online presence that educates, inspires, and drives engagement. Remember, the key is to be authentic, reliable, and always focused on the customer's needs. Invest in a content marketing strategy that speaks directly to your target audience, and watch as your business grows and your customers' homes flourish.
For home improvement companies ready to take their marketing to the next level, McClatchy has the expertise and tools to connect with an online audience.
Contact us today to see how we can tailor a content marketing strategy that fits your business goals perfectly.
