What is Content-Driven Acquisition?
Read time – 3 minutes
By creating content that people can actually use and learn from, you can acquire leads and build an email list. You become more than a contractor; you become a resource.
PLEASE stop asking ChatGPT to write blogs for you on AC or lawn maintenance and just copy and paste its first response. It’s generic, it reads like it was written by AI, people aren’t going to read it, and it’s not going to rank on Google. It’s pointless.
People are overwhelmed with shitty lead magnets. Very few contractors are making content that is useful. I promise you. Look around, there might be 2-3 in your area who do it, and that’s it. With helpful, targeted content, you’ll build a pipeline of potential clients who already know your company can solve their problems. That way, when they’re ready to hire, you’re the clear first choice.
What is a Content Hub?
You create a content hub by choosing a big topic and building resources around that topic.
Example: AC Toubleshooting Kit (hub) add content pieces to your website and social media, all tied to this hub:
Step-by-step checklists
Before-and-after photo examples of common issues
Short videos demonstrating maintenance tips
Recommended local suppliers for parts and filters
At the bottom of each piece, you give people 2 “Call To Action” options > Download our whole troubleshooting kit (ask for their email), or “Need more help? Contact us now”
Quality over Quantity
For Paintworks & Decorating, we made Skim Coating a content hub.
1. We created a video showing the process of skim coating: See it here.
2. Then, we created a dedicated page under the FAQ section titled “What is Skim Coating?”: Click to see the page
3. Next, we made a PDF showing the process in more detail. The PDF can be sent via email to help close deals. It is also listed on the website’s FAQ page and available for download in exchange for their email address
Keep People On Your Website
Other companies and YouTube channels have content on skim coating, but none of it is written or created in our voice or style. While it brings some traffic, it really helps as a sales tool. Why? It builds trust.
If people stay on your site longer, read more content, and get more questions answered, their trust in a company will grow.
And we all know Trust = Warm Leads
Bottom Line
If you’re going to ask for someone’s email address give them something valuable. Not some rushed AI made slop.
Create a hub (a main idea/problem) and build 3+ quality pieces going into more detail.
Very few contractors are doing this! Take advantage. Make useful content, publish on website and use it as a sales tool.
