Reduced Cost Per Conversion SEO PPC
Twin City Roofing is a local business that is family owned and operated. They’ve been solving problems with homes for more than three decades, making them one of the longest-standing roofing and home construction specialist companies in the Twin Cities. Despite their longevity, they needed help being found on the web.
The challenge was to create content that melded with their larger search engine marketing (SEM) strategy provided by Snap. TC Roofing simply wasn’t being found on the internet. Word of mouth isn’t as far-reaching as it once was and this family business needed to build up their digital presence. Part of the solution was an expansive content strategy.
A content strategy needed to be developed to fully describe all of their services as well as attract people in the informational tier of the conversion funnel. Drawing people in who aren’t specifically searching for TC Roofing’s services meant having to brainstorm and create the beginnings of a hub of home construction know-how.
Snap decided to create seasonal content that would emphasize home construction projects that needed to be done at different times of the year. In a timely schedule conducive to the ebbs and flows of the roofing industry, we wrote content that would use crucial keywords, locations and services.
Twin City Roofing is a prime example of a website that searchers can stay on for broad to specific information—all the way through the conversion funnel. By meeting with and closely collaborating with those closest to the brand, we were able to align content with their overall voice and goals.
Our client wanted to emphasize specific services through content while focusing less on other services. Snap drafted a content calendar that would lend a clear focus to their services while meeting other SEM goals such as garnering visibility and credibility. In order to successfully build TC Roofing up as a hub of home construction knowledge in the eyes of Google, we also needed to write content about general topics (e.g., types of roofs, types of siding, etc.). General topics lead into more specific topics (e.g., why you would choose LP SmartSide or Hardie board). Finally we created content that emphasized TC Roofing’s highly experienced life in the industry and their commitment to craftsmanship. We did interview-style blog posts to lend a hand to their voice and personable nature.
Snap’s content marketing approach to this project was trying to create a content presence from the ground up with sincere attention to focusing on Twin City Roofing’s desired services, emphasizing their knowledge and letting their unique brand story be heard. Through blogs, articles, checklists and how-to guides, we’ve created content that works not only as service pages and blog posts, but also as socially shareable pieces such as this infographic.