“Out of sight, out of mind.” This popular saying is often true for plumbing: When pipes and fixtures are in working order, consumers don’t give them much thought. The same might be said about plumbers, when the general population doesn’t regularly need their services.

But then, leaks, clogs, slow drains or hot water shortages strike. Or, the time has come for a complex kitchen or bathroom renovation project. Suddenly, your target audience needs a convenient  diagnosis and expert solution from someone they trust. Unsure of where to turn, more than 90% of consumers today are now turning to the web to find answers, via Google searches, apps, and third-party directory sites such as Porch.com, HomeAdvisor and Angie’s List.

Building Brand Awareness through Content Marketing

By educating consumers about topics like plumbing maintenance, preventative steps, warning signs and water efficiency tips, plumbing companies can improve consumers’ awareness about their services, while building trust and confidence in their brand.

To break through the noise on the web and stand out to potential customers, content marketing is a tool that plumbers must use, along with the wrenches and ratchets in their toolbox, to ensure that their services and capabilities are top of mind when consumers need them.

By educating consumers about topics like plumbing maintenance, preventative steps, warning signs and water efficiency tips, plumbing companies can improve consumers’ awareness about their services, while building trust and confidence in their brand.

Content Marketing for a Purpose

So, where do you start? You would never plumb a bathroom without a plan, and the same holds true for your content. Content marketing without strategy is simply content for content’s sake. You must know why you’re creating it, who it’s intended for, and the unique value that your content provides. By crafting strategic content with a purpose, you’re able to create countless opportunities to call attention to a professional brand, and relay the brand promise. Put simply, sharing useful information develops consumers’ trust and confidence.

For plumbers who are most comfortable crouched in the cabinet under the kitchen sink and who feel lost in front of a computer keyboard, content marketing is an intimidating challenge.

Planning a Content Marketing Campaign

Go a step beyond obvious or generic information, and share a surprising dose of specific details.

To get started, enter the discovery stage. Think about your company and your industry, and consider what others are doing and how you can do it even better. Next, think about the customers. Answer their frequently asked questions. Offer ways that they can avoid the most common plumbing problems. Highlight plumbing industry trends and must-read insights.

Then, consider these questions for help triggering content ideas:

  • What information should consumers have ready when they call a plumber?
  • What maintenance, repairs or preventative steps can homeowners do on their own?
  • Which plumbing tools should individuals own?
  • When should homeowners call a plumber?
  • How can people save time or money?
  • What how-to tips would help the do-it-yourself crowd?
  • What safety concerns warrant warnings?

Think also about business goals, too.

  • Which plumbing services need to grow? Develop content around these services to gain more visibility.
  • What jobs would a plumber prefer to avoid? Educate consumers on preventative maintenance of those problems so that those jobs become less painful.

Now, you’re ready to build a successful content marketing campaign. Go a step beyond obvious or generic information, and share a surprising dose of specific details. Exceeding expectations in content will earn a plumbing company the opportunity to impress its customers with superb service. What happens next? They’ll tell their friends all about it.