Of the numerous qualities that make LinkedIn great, the website’s articles provide for an often-overlooked resource of business acumen. A notable example was published in November 2013 and written by Barbara Corcoran, of ABC’s Shark Tank fame. The article described how Corcoran ascended the cutthroat New York City real estate market by focusing on writing and publishing reports. Truth be told, these reports weren’t comprehensive market studies, but they were nevertheless honest renderings of actual market data. Upon putting these reports in the right hands, local news agencies ate them up time and time again. Notoriety ensued, and the rest is history. So what are some takeaways relevant to the spray foam industry?
Because Corcoran’s story spanned the Pre-Internet Era, it was considered a fairly scrappy way to promote a business. Today, her strategy would be considered fundamental content marketing, which is basically putting an emphasis on communication with current and prospective customers, rather than direct selling. Now, that doesn’t mean everyone should go and send a bunch of reports to your local news station; the internet has redefined how this is accomplished. Indeed, content marketing will vary in appearance or structure depending on the industry. A spray foam contractor, for example, might not decide to write a market report, but instead opt for writing about a recent job that was successfully completed–a project profile. The most effective SPF contracting companies that engage in content marketing maintain extensive portfolios that show their company’s work. While the term “extensive portfolio” might sound daunting, a number of internet tools greatly facilitate publishing and content marketing.