How this remodeling company took control of their online reputation through strategic content creation
Reaching the ideal customer with content marketing
Titus Contracting is a full-service commercial and home remodeling company, offering a wide range of general contracting services for renovation and design.
The Twin Cities-based company was pouring a lot of money into getting the right visibility in search engine results. Their efforts were working, but new organic traffic and social media engagement were stagnant. Titus needed a partner to help them earn new prospects and speak to the right audiences.
Cultivating brand authority online
Brandpoint worked with Titus to pivot their approach to content. Brandpoint helped Titus shift the conversation to creating awareness-level content aimed at attracting new prospects to the Titus brand. The content strategy focused on better understanding the ideal Titus customer, then answering their renovation queries confidently and comprehensively to establish Titus as an authority in high-quality renovation in the Twin Cities.
After interviewing prospective and current customers, surveying internal stakeholders and using an AI tool called Lucy, Brandpoint built a research-backed persona of the ideal Titus customer. From there, they mapped that buyer’s journey in not only selecting a renovation contractor, but also in deciding whether to move forward with a renovation.
A clear understanding of the questions searchers ask during this decision process provided the direction for creating content that reassures and educates consumers about smart renovation practices, while ensuring that Titus Contracting is regarded as a trustworthy expert and partner.