Content Marketing Today

Should a Roofing Company Have a Blog? You bet!

For business blogging skeptics, the idea that a roofing company would bother with a blog might seem ludicrous.  But that kind of thinking betrays a fundamental misunderstanding of the power of the new generation of business blogs.

An effective business blog is likely to become the most powerful content marketing tool of the 21st century. With a minimum investment, you can count on a tangible and accelerating return.  Roof Life of Oregon shows exactly why this is true.

Roof Life of Oregon is using WordPress blogging software to power their primary web presence–as well as a blog that is integrated with the primary site.  This means that is easy for them to update their website.  Their website is just fine, but what’s more interesting is the fact that they have a blog.  In fact, their blog illustrates why many traditional marketing pundits are wrong when they minimize the importance of a business blog. 

The Roof Life blog provides a separate but related web presence.  It is chock full of answers about roofing issues. Of course, when things are going well with our homes we don’t give a moment’s thought to what is overhead.  It’s only when there’s a problem that we would look for help.  Ah hah!  That’s exactly the point!

These days where do we look first for help?  The Yellow Pages?  Probably not.  We’ll use Google and look for information on the Web.  Sure enough, when I searched for “roofing problems Oregon,” the Roof Life blog came up number three and four on the first page of my search results. Unlike the first two search results, it’s very clear that I can get helpful, in-depth information from their blog.

Once I go to the blog, it is indeed obvious that they have answers for almost any roofing problems I could imagine.  That gives me confidence in their ability to help me.  It gives me confidence that I would be wise to choose them to help me solve whatever a roofing problem I have.  If I have a roofing problem, I’m going to call Roof Life.

Is their blog sexy, edgy, and opinionated?  Heck no.  But it has a broad range of practical and up-to-date roofing information which would be really boring until the moment I need help.  What might be boring content when the sun is shining, becomes pretty darned compelling when it’s pouring rain and water is dripping on my floor.

You might think it’s a bit over the top to talk about thought leadership from a roofing company.  But I think it’s right on the money.  In Oregon, when it comes to roofing thought leadership, Roof Life has captured it with their business blog.

So, if you have a product or service that might seem boring until your customers have a real need for it, get your blog started now.  You can establish thought leadership, excellent search engine results, and solid business even in a tough economy.  A great blog might be your very best content marketing investment.