My agency, Roofing Webmasters, offers content marketing to roofers across the U.S. Over the past decade-plus of working with roofing companies, I’ve found that high-quality content is one of the most effective ways to increase online visibility and generate consistent roofing leads through Google.
I’m Nolen Walker, the owner of Roofing Webmasters. During my career, I’ve worked with thousands of roofers to develop a comprehensive content marketing plan that helps expand your business’s visibility and generate consistent traffic on Google organic search results.
Content Marketing
for Roofing Companies
- Content Audit
- Unhelpful Content Removal (Google Update)
- Custom Written Content
- DataPins-Generated Content
- Content Enhancement
What is Content Marketing?
Content marketing is creating and distributing content to engage a target audience and convert them into customers. Examples of content marketing include publishing informative website pages for a specific roofing service and sharing unique job site photos from recent projects on social media.
Content Marketing Examples for Roofing Companies
Most business owners think of content as text on a website page. While text content is certainly an important part of a digital marketing strategy, it is one of many types of content that are part of a broader roofing marketing campaign.
Below, I will outline multiple content marketing examples, specifically for roofers.
Pins
I invested millions in developing a software tool called DataPins, which helps roofers generate “pins.” A pin is a new form of content that consolidates branded digital signals from your real-life roofing jobs. A pin includes unique photos from the job, a caption, geo-coordinates, a mini-map, and schema markup.
Recent Google algorithm updates, including the Helpful Content Update and March 2024 Core Update, emphasize the need for unique and original content that is made for real people and not search engines. Pins satisfy this modern perception of content by demonstrating expertise, experience, authority, and trust.
Social Media
Social platforms like Facebook and LinkedIn are great channels for distributing content and reaching a target audience. YouTube and Instagram are equally effective when distributing visual forms of content.
On Facebook and LinkedIn, roofing companies can combine text, images, and videos to attract new clients while keeping tabs on former ones.
Website Content
Website pages are essential because of their SEO impact. Each page can be marketed as an entity and target a more specific customer.
For example, a page about residential roof restoration will resonate more with a homeowner than a page about commercial replacement. Mapping your content to reach subsets of your target audience requires a well-crafted content marketing plan.
Content Marketing Strategies
The most successful roofing websites possess engaging and valuable content, characteristics outlined in Google’s Quality Guidelines.
Understanding Google’s expectations can help craft a great website. However, writing great content is only one component of securing the top rankings on search results. Within content marketing, there are several strategies that roofers can deploy to get the results that they are looking for.
Some of the most effective content marketing strategies include:
Search Engine Optimization
Optimizing your website for Google search is one of the most effective ways to get your content in front of more readers. I’ve written a comprehensive guide to roofing SEO that outlines the precise steps you can take to ensure your content ranks well on Google for relevant keywords.
Social Sharing
Sharing content on social media is another way to reach more potential customers online. Roofing companies with an established following on platforms like Facebook and YouTube can reach more users organically with social shares.
Newer roofing businesses may need to invest in paid social media advertising (e.g., Facebook Ads) to generate initial exposure.
Link Building
Building links to your content on other relevant websites effectively directs more users to your pages and posts. In the best-case scenarios, websites will naturally link to your content because of its quality and uniqueness. You should avoid purchasing backlinks as they violate Google’s spam guidelines.
With that said, asking one of your suppliers or business partners to cite your content on their page is not a violation and can help market your content to a broader audience.
Email Marketing
Building an email subscriber list lets you send them your new video or text-based content. You can expand your opt-ins by offering lead magnets (like a free guide to common roofing problems) on your website or social media profiles.
AI-Generated Content for Roofing Companies
Google’s recent Helpful Content Update directly addresses the growing need for content for humans. As a result, my agency, Roofing Webmasters, employs human content writers with experience writing for professional roofing businesses.
While Google does not strictly prohibit content generated through ChatGPT or other AI tools, its stance on the purpose of content (however it’s created) is unequivocal.
My agency adheres to the highest writing standards, and an on-staff editor proofreads and refines all content to ensure the best user experience.
If your current agency uses AI tools to mass-produce landing pages or blog posts, your site may have received an algorithmic penalty. I can help you recover from this violation, as I employ human content writers and editors to publish the most professional SEO content.
Free Content Marketing Assessment
I am an open book when talking to roofing companies about their current marketing campaigns. I will assess your existing website and evaluate your pages for unhelpful content, thin content, or excessive blog posts. Contact my agency today to discuss content marketing for your roofing company.
