Client: Brooks Construction
Industry: B2C and B2B, industrial
Work Provided: blog and social assets
How do you pivot from leading the regional market for concrete construction to innovation in two new niches within the industry?
With the right content strategy.
Brooks Construction, a 17-year Local Best winner in the Sioux Falls, SD, area, brought concrete dome construction to South Dakota with their KingDome Builders division. But with no blog and little social media presence, the owner needed help to get the word out.
Fast forward two years, and their articles are in the top 5 of nearly any search related to their topic cluster, second only to the company that invented the process of building concrete domes (and sometimes winning over their content).
So when Brooks discussed a new business opportunity with my agency, I was ready to dig in. After only 6 months, my content strategy has built a strong SERP presence with multiple first-page rankings in their target topic cluster.
Not only is Brooks a leader in local commercial and residential concrete, but my strategies and content have helped them become thought leaders in two regional and national industries, both within a short time frame for SEO.
About the Work
The initial intent for building content for Brooks was to promote their concrete dome division. After building a deep library of articles, paired with social assets promoting these articles, Brooks has maintained high rankings for hundreds of keywords related to their core topic cluster.
But as their market opportunities have evolved, I restructured their content strategy to target a new niche: renewable natural gas and manure digesters. This market is relatively young, so I built a content plan that gathered the dispersed information available into a single source with easy-to-binge content that covers all aspects of anaerobic digestion and its results.
Market Research
For both niche industries, I spent time doing deep research into technical information, use cases, client stories, and subject matter expert interviews to develop content that could pull qualified traffic to Brooks Construction’s blog and social media.
Their content outperforms other similar content from competitors, but it also includes insights and information that the industry hadn’t covered before.
Topical Authority
Rather than focusing solely on Brooks’s role in the renewable natural gas market, I researched the industry as a whole, pulling together topics and ideas that would bring the content to a broader audience of qualified leads. The content plan included top-of-funnel information on their product, the industry as a whole, and the connection between the international market and local customers.
With this strategy in place, the content has already established a clear connection between Brooks and their niche market, placing the company as the top-of-mind contractor for investors and farmers alike.
Results
In less than a year, Brooks has managed to gain a solid footing in the renewable natural gas market. The company’s in-depth knowledge and experience, combined with detailed research into the market and its target audience, made it possible to create high-quality content that positioned them as a top choice for RNG digester construction, especially for local and regional farming operations.
SEO Results
- Consistent increases in organic keywords
- Multiple Page One search results in new niche
- Top results for regional search terms in the niche
Social Results
- Increased interest in RNG digesters and technology
- Engagement within the renewable natural gas community, including international investors
- Cross-promotion of local partners and contractors to develop a strong network of RNG development companies in and around South Dakota
Want Your Own Irresistible Content?
I’m always eager to dig into unique topics and build exceptional content. Whether it’s highly technical, highly emotional, or highly specific, I can show your audience how your company stands out in the market.
Reach out today to see what we can do together…