In the past 12 months, 68 percent of homeowners started or completed home improvement projects, according to a recent report by Lending Tree. Nearly the same number (63 percent) plan to begin one in the next year. Yet, of the millions of homeowners undertaking a renovation project, many don’t know who to call or what products they need for it to be successful.
Over 55% of home improvement projects begin with a Google search before ever scheduling an appointment. For those who do the improvements themselves, the percentage is even higher.
All this is good news for Home Improvement companies.
People interested in home improvement are looking for guidance, making the sector one of the most fertile grounds for native advertising. Native, which combines custom stories about your brand with audience-specific targeting, can help you stand out from your competitors. Because the demand for home improvement goods and services remains at a record high even as many consumers don’t already have established brand loyalties, capitalizing with content marketing should be part of every home improvement company’s advertising plan.
Engaging Home Improvement Content
Beginning a home improvement project often requires a search for resources which opens the opportunity for targeting content marketing. But that’s not the only advantage unique to the home improvement space. Home Improvement brands are ideally positioned to reach their audience because their products and services align with engaging content that grabs attention and translates to click-throughs to a brand’s website.
A multimedia approach that combines multiple elements can differentiate your brand while building consumer trust and loyalty:
- Visual storytelling is a significant aspect of home improvement marketing. Real before-and-after project images help consumers envision the potential of their own spaces. Visual storytelling shows ways to create flexible spaces in both residential and commercial properties.
- Human interest storytelling is used on countless home improvement shows and it works as engaging content for marketing purposes. Telling your story builds trust in consumers.
- Branded podcasts position your brand as experts in the field. Discuss design concepts and the latest trends, and identify best practices for any DIY home improvement task while highlighting when it’s time to call a professional.
- Educational content teaches your customers using step-by-step tutorials and tips, establishing your brand as a knowledgeable resource and leader in the space.
- Money talks. Content marketing answers the questions every homeowner should ask when planning home improvement projects: Does this make my home more efficient, increase its value, or lower utility costs? Will this upgrade qualify me for any tax rebates, subsidies, or other savings?
- Engaging content can speak directly to businesses on your behalf. Using B2B content to convey cost-efficient, sustainable, and tailored solutions for builders, your content can also help establish long-term partnerships with home improvement providers.
Content marketing gets your brand in front of the right people at the time when they need your products and services most. At StoryStudio, we’re pros at strategizing, crafting, and producing engaging stories using a multimedia approach that makes a definable impact in your vertical. We’ve already pioneered proven strategies in the home improvement space, to notable success.
Key Takeaways:
- We’ve produced over 100 home improvement campaigns.
- In 2023, we delivered over 15 million impressions to home improvement campaigns.
- In 2023, we captured more than 590,000 engagements for home improvement content with Hearst audiences everywhere.
Content marketing for home improvement is a huge opportunity offering game-changing benefits. At the StoryStudio, we can help you gain the advantage over competitors while building trust and brand loyalty.