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Jessica Clark

Stop Fighting the Content Current

With each passing day, contemporary society becomes more technologically dependent. Gone are the days when word of mouth was enough to keep small businesses growing and sustainable. In order to give a business even the slightest chance to remain relevant in this day and age, content marketing has become key.

For electrical contractors, in particular, the content marketing transition can pose quite a challenge. Many view the need for content marketing as a catch-22 type of situation. They feel that electrical services are too mundane to generate content that will enable them to earn a profit, rather than waste hard-earned money. But by doing nothing, electrical contractors will also lose money when their businesses fall into the shadows.

A Silver Lining For Electricians

The beauty behind content marketing is that even the most boring, mundane of topics can be made interesting. The determining factor is choosing relevant, valuable topics—and then, presenting them as a story that a target audience can relate to.

Before choosing topics for a content marketing piece, the first step is identifying what the end-user is looking for.

Before choosing topics for a content marketing piece, the first step is identifying what the end-user is looking for. Customers won’t care when a company begins promoting ceiling fan replacement services at the end of summer, a time when homeowners start to use these fixtures less and less.

While ideating on topics, proper anticipation is absolutely crucial. Promoting the benefits of adding ceiling fans in the home might not produce the desired response at summer’s end, but publishing that same piece in the spring, right before summer approaches, can make all the difference. As an electrical contracting company develops its content marketing calendar, think first and foremost about which services are in highest demand during each time of year.

Showing Care Makes Others Share

Another reason why it’s essential to organize topics seasonally is for social media’s sake. Producing relevant, compelling and valuable information will make readers much more likely to share the piece with others. Somehow, the content needs to embody something that’s important enough to have it survive in the social media world. To keep the piece alive and “shareable” across social media platforms, emphasize service benefits, rather than features, and generate consumer loyalty through a powerful brand story.

Command with Keywords—and Then Take off with the Story

For an electrical contractor that’s trying to promote services, content marketing topics should be service-based. Surge protection, electrical upgrades, recessed lighting, etc., are all SEO-rich keywords that can be the focus for a content marketing piece. Of course, in either the headline or subhead, be sure to somehow incorporate these relevant keywords.

With small business content marketing, it’s not so much about the piece’s foundation as it is about the angle.

With small business content marketing, it’s not so much about the piece’s foundation as it is about the angle. For example, a piece that focuses on electrical system upgrades and is published during the spring is a valid topic to undertake. As the weather becomes warmer, more and more homeowners will begin home addition or renovation projects. And, as a result, many of them will need to upgrade their electrical code or panels to accommodate these new rooms. So, promoting content that’s focused on this topic is a smart, relevant approach to take.

The difference between content marketing that sizzles versus that which flounders is the way in which it is presented. Every electrical contractor needs to know that nothing will grab a consumer’s attention more fervently than a story. And chances are, if the lead is reading a piece on electrical upgrades or lighting improvements, then they already have an immediate need for this service—or at the very least, a possible need in the near future.

Either way, the story does not have to be far-fetched and unrealistic. In fact, it should be believable enough so that each reader can connect to it in some way. Nothing turns a lead into a repeat customer more effectively than an emotional connection.

For example, let’s say that an electrical contractor wants to promote lighting services. One possibility is to begin the piece with a story about someone who had been asking their significant other to fix an old shelf for many years. Lately, their loved one had been absent and withdrawn, leaving the main character feeling confused and frustrated. But after having a brand new lighting design installed by the reliable electrical contractor in the neighborhood, that person can now see their home in a whole new light. And much to their surprise, they’re now able to see that their loved one had been working on the bookshelf hidden in that dark corner the entire time.

Promote the Brand Through the Topic & Narrative

Through every content marketing topic, do not be afraid to push the boundaries a bit. Even if a story feels painstakingly cheesy to the writer, it oftentimes will come across as genuine and unique enough for the reader to give it some deeper thought. Analogies and metaphors can also work wonders for an electrical contractor that’s trying to draw a connection. If electrical repairs cannot pull someone in, it can always be related to something else that will.

For small businesses, an enjoyable brand story can take a company to unprecedented heights.

For small businesses, an enjoyable brand story can take a company to unprecedented heights. And in regards to the electrical industry, consumers often associate this field with being mundane, technical and dull. But by building brand loyalty that target audiences can grow attached to, electrical contractors can formulate an effective, reliable content marketing channel through which to promote services in a positive light.

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