Content Sells Concrete

For years, I've been talking about how Web content helps to sell any product or service. I just love how great content brands an organization as a trusted resource that compels people to action: to buy, subscribe, or donate. And great content means that interested people return to again and again. As a result the organization becomes a success by achieving goals such as adding revenue, building traffic, gaining donations, or generating sales leads.

My new favorite example of great Web content at work is The Concrete Network. Yes kids, content sells concrete! The Concrete Network is loaded with terrific stuff for both consumers (B2C) and contractors (B2B). The Concrete Network, which generates hundreds of thousands of visitors per month, much more than any other site in the field, educates consumers, builders, and contractors on popular concrete decorative techniques and applications. The service is fully searchable by 22 types of decorative concrete work and has tons of articles on using concrete inside & outside the home.

There’s "Earth's largest collection of decorative concrete photos" check out the patio section here. The site also connects buyers with local contractors in 185 metropolitan areas throughout North America through the Concrete Network’s Find-A-Contractor service. Consumers end up with a list of decorative concrete contractors in their area to choose from.

And there are a bunch of free PDF catalogs to download on the site in categories like countertops, pool decks, patios, driveways, and more.

You gotta love it. If content sells concrete, content can sell what you have to offer!

Comments

[Ryan Flannagan]

David:

Thanks for the great info/case study. I have read your book New Rules for PR and Marketing and am incorporating the Concrete Network example into a consulting presentation for a client in a parallel industry. Great gem here!!