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THE CONSTRUCTION INDUSTRY'S INTRODUCTION TO CONTENT MARKETING
Your clients are busy and don't have a lot of attention to spare. That is why content marketing is
so crucial. Content marketing makes engagement with your brand valuable. How do you provide
value? Value is directly linked to the pain points of your audience. Harold's pain point is expensive
equipment downtime.
Who is Harold?
Harold is a contractor that does around $15 million a year in revenue.
Harold hates delays on important projects because of equipment
downtime. He spends way more money on renting replacements and
fixing his equipment than he wants to.
Harold is Terry's Tractors perfect customer.
Harold buys equipment a few times a year, but unfortunately he has never
heard of Terry's Tractors even though they have better financing options and
fantastic customer service. Harold is also a busy guy. He has a lot to worry
about and buying new equipment is one of them.
Your prospects
are busy and
don't have a lot
of time to spare.
Create a buyer's
persona to
discover the pain
points of your
audience.
HELPFUL HINT
