Roofing content is easy.
All you do is just ask ChatGPT to write you a blog post, and then you’ll rank for 10,000’s of keywords and sit back and rake in the profits.
Except…
- So will all your competitors?
- Google is going to get smarter and smarter.
- If you didn’t know how to Search Engine Optimize content before ChatGPT, then you’re going to scale your failing strategy.
So in this Roofing Content marketing guide we’ll give you 5 crucial strategies to crush your competition and 5 ChatGPT prompts that will *actually* help your content strategy without getting penalized by Google.
What is Content Marketing and Why Could ChatGPT Hurt You
We are aggressively experimenting with ChatGPT for SEO, but not risking it on client sites because I believe that there is a massive content glut coming in content marketing, and we’ll need to be significantly better to rank – which currently requires humanity, humor, heart-warming elements, story and ANGLE.
The dictionary definition of content marketing is “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
- Roofing companies that integrate content marketing aggressively into their marketing are building their brand, creating a wider sales funnel, increasing awareness in an organic way, and have one more solid way to create leads.
- Content marketing is not a short-term lead generation strategy. So if you are only in it for this year – you may not want to invest in this strategy. In fact, everything we do for content marketing, I assume, is more likely to help our bottom line 6 or 12 months from now, rather than next week or next month.
What do we really want content to accomplish?
Content is intended to accomplish building trust with your ideal customer, whether that be on social, video/youtube, short-form videos on TikTok or your blog.
- Needs to come from a place of context and authority: Google calls this EEAT – Experience, Expertise, Authoritativeness, and Trust (E-E-A-T). This is why having folks writing about roofing all day at our company, allows us to often beat out content written by folks that aren’t.
- Needs to have an angle, challenge the reader in some way, or to somehow have an element of novelty to capture the reader’s attention and engage their interest. This is why doing this yourself would always do better than delegating to a complete noob to the industry, or ChatGPT.
- We want our content to get us LEADS. At the end of the day, content is intended to nurture but also CONVERT our audience into leads, sales, revenue and profit. If your content isn’t creating leads after years of diligently executing every week than perhaps you need to go harder on your calls-to-action and sell a little bit. LOL.
That being said – ChatGPT prompts that could help spur on your content marketing without risk:
- Topic Generation: “you are a roofing marketing expert – give me 10 keyword ideas that are low competition but have a lot of searches every month, then write 10 punchy headlines, one for each, that keep the keyword at the front of the title”
- More Titles Prompt – replace keywords and titles: “You are a roofing content marketing expert, with a simple, punchy tone, create 10 alternative blog titles about ‘broken gutter’ or ‘gutters falling off’ similar to, or better than these 3, and rank them worst to best: Roofing Gutters: 5 Common Problems, 7 Roofing Gutter Fixes, Contractors Don’t Want You To Know, Gutters Falling off: The QuickFix Guide for Non-Contractors”
- Outline content: “As an experienced copywriter, generate a comprehensive, SEO-optimized blog post outline for the keyword [X], targeting an [X] audience with a conversational tone and a desired length of 1500-2000 words.”
Dangerous experiments: If you do decide to forgo our recommendations and start putting out blog content or landing page content with ChatGPT, always include UNIQUE ANGLES in your prompt, give it a highly unusual twist, and even potentially ask it to re-write the content to be completely unique.
There’s already a ton of content out on the internet made by ChatGPT and a ton of it is duplicate content, because ChatGPT wasn’t made as a unique content machine, it’s made as an answer machine.
But enough about ChatGPT – here’s 5 important principles to remember as you create your content marketing strategy:
1. Have a Goal and be specific about what you want to accomplish
In an increasingly competitive market, it is essential to have a well-defined objective that aligns with your overall business strategy. Whether it’s increasing brand awareness, generating leads, or promoting a new roofing service, setting specific goals can help you create a focused and effective marketing plan.
2. Do Keyword Research so you actually get traffic to your content
By incorporating top keywords into your website and other marketing materials, you can improve your search engine ranking and attract more potential customers to your site. Effective keyword research involves understanding your target audience, analyzing search trends and competition, and choosing keywords that are both relevant to your business and have a high search volume.
3. Create content that will get traffic for years to come not just a flash in the pan
Rather than focusing independently on trendy topics or seasonal promotions, put your energy into UNIQUE, but EVERGREEN content that is designed to provide value to readers over a longer period of time, often for YEARS to come. By creating content that remains relevant and useful, even as trends and technologies evolve, you can attract new visitors to your site and maintain a steady flow of traffic over time.
4. Create ‘Keyword Clusters’ by covering all aspects of a specific topic
By creating roofing content that covers each keyword in the cluster, businesses can establish themselves as an authority on the topic and provide a comprehensive resource for potential customers. To create EFFECTIVE keyword clusters, it’s important to conduct thorough keyword research and identify related search terms that users are likely to use. By grouping these keywords into a cluster and creating content that covers each aspect of the topic, businesses can optimize their content for search engines and provide valuable information to their readers.
5. Answer objections in your sales process and give empathy to those subjects
Anticipating and addressing common objections in the sales process, such as cost, timeframe, or potential disruptions to daily life, businesses can demonstrate their expertise and commitment to customer satisfaction. Additionally, showing empathy towards potential customers and their concerns can help build rapport and establish trust. Ultimately, addressing objections and showing empathy can be a powerful marketing strategy that not only drives sales but also helps businesses build a loyal customer base.
To achieve these goals, businesses must conduct thorough keyword research and create targeted content that appeals to their target audience.
By creating evergreen content that covers all aspects of a specific topic, businesses can establish themselves as an authority in the industry and provide value to their audience over time. As mentioned, this approach also involves creating keyword clusters that help businesses rank higher in search engine results and drive more traffic to their website.
Finally, addressing objections in the sales process and demonstrating empathy towards potential customers can be a powerful marketing tool that helps businesses build trust and establish long-term relationships.
By consistently implementing these tactics, roofing businesses can build a strong online presence and attract more customers to their services.
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