Today, we're diving into the world of content marketing and how to excel at it within the lawn care and landscaping industry.
First, I'll outline some core principles and then I have a fun, expert interview (in both audio and video formats). We'll talk to one of our writers, Lindsey Getz who has written hundreds of articles for green industry companies just like yours.
The Underrated Power of Content Marketing
Many of you might already be familiar with the term "content marketing," commonly associated with crafting blog articles that boost your SEO and draw local customers to your services.
But let’s be honest, it’s often an oversimplified aspect of digital marketing. Many landscaping and lawn care business owners have shared with me their frustrations after hiring agencies that failed to deliver the promised growth. The truth is, that content marketing requires precision, strategy, and a deep understanding of your audience.
[RELATED READING: 8 Biggest Blogging Fails of Lawn Care & Landscaping Companies]
Step 1: Plan with Precision
A well-organized content calendar is your first step toward marketing success. Use a simple tool like Excel to plan your posts three months in advance, detailing publication dates and topics.
This approach helps avoid the panic of needing to create content at the last minute, which can lead to rushed and ineffective articles.
[RELATED READING: They Ask, You Answer - 5 Keys to Content Marketing Success]
Step 2: Diversify Your Topics
When planning, consider the variety of services you offer—from design-build to lawn care and tree pruning—and rotate topics to showcase your full range. Also, align your content with different stages of the buyer’s journey:
- Awareness Stage: Help potential customers recognize problems or opportunities.
- Consideration Stage: Address comparisons and options available to them.
- Decision Stage: Provide content that assists in making a final decision.
Step 3: Keep a Content Idea Bank
Creating new topics can be daunting. To keep the ideas flowing, hold regular brainstorming sessions with your team, and always write down questions from clients—these frequently asked questions are gold mines for content ideas.
Also, leverage SEO tools and Google's autocomplete feature to discover what potential customers are searching for.
Step 4: Writing the Content
Writing should balance technical information with engaging storytelling. Think of explaining something to a friend at a backyard barbecue—you want to be informative but not overwhelming.
A Conversation with Lindsey Getz
To give you a better insight into the content creation process, let’s look at some expert advice from one of our seasoned writers, Lindsey Getz.
She has a rich background in writing for the green industry and understands the nuances of creating engaging, industry-specific content.
Audio Podcast
Video Podcast
Lindsey shared, "My process starts with an interview with a subject matter expert within the company. It’s more of a conversation where I gather their insights. Then, I piece together the article like a puzzle, ensuring it reflects the unique voice of the brand and provides valuable information to the reader."
Step 5: Publication and Beyond
Don’t just publish your content and forget about it. Content is a long-term asset. Share it on social media, include it in emails, and repurpose it for different platforms to maximize its reach and effectiveness.
Also, plan actions you want readers to take after they engage with your content, whether it’s downloading a guide, requesting a consultation, or simply reading another article.
Content Marketing That is Truly Remarkable
As you embark on or refine your content marketing strategy, remember the goal is not just to be average but to be remarkable. It requires effort, creativity, and teamwork.
[RELATED READING: How Long Does it Take for Content Marketing to Work? 3 Green Industry Examples]
I hope today's insights empower you to boost your content strategy. For more tips and discussions, tune into our podcast or subscribe to our blog. Here's to your success in the green industry—keep growing and leading boldly!
By adopting these strategies, your content marketing will not only attract more leads but also establish your business as a knowledgeable leader in the green industry. Remember, every piece of content is an opportunity to connect with and educate your audience, turning casual browsers into loyal customers.
If you'd like to learn more about a comprehensive marketing strategy for your green industry company, request a consultation with us.
