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Building Products
September 19, 2022

The Link Between Two-Step Distribution and Content Marketing

When you’re a building products brand, two-step distribution becomes part of your marketing strategy. The process of building relationships with all the dealers your products are sold in matters. Plus, there’s what feels like a constant effort of trying to ensure the brand gets the support its needs. The good news is that content marketing has a direct link to two-step distribution and can boost sales and awareness.

A woman at a tile dealer being shown product.

Why Two-Step Distribution and Content Marketing Fit Together

For starters, brands are usually several steps removed from the contractors and homeowners who go into a dealer looking for a product. As a result, you don’t have much control over what your target audience’s sales experience is. To make matters even more challenging, many dealers get an incentive to sell the most product possible. That means there’s nothing stopping a dealer from recommending a competitor.  

One of the most effective ways to overcome these obstacles is to create more situations where contractors and homeowners have your brand top-of-mind when they walk into the dealer. That’s where content marketing comes into play.  

Creating Connections and Raising Awareness

Content marketing is an effective way to sell target audiences on your products before they ever walk into a dealer. By creating organic content such as blogs, dedicated landing pages, email campaigns, and paid ads, you have complete control on how your brand forges connections. It’s an opportunity to talk about what differentiates you from your competition and benefits that the dealer may not talk about.

The first step in many content marketing programs is raising awareness for the brand. This is the time to show and tell your target audience what makes your products special. The more memorable you can make this content, the more likely they are to walk into a dealer and request your brand directly. In those situations, it becomes much more challenging for “counter guys” at the dealer to push customers to a competitor.  

Since there are not many great KPI’s to track the activity in dealer locations, meaningful content helps ensure that customers know about your brand before the purchase is made. With content, you’ll be able to track valuable KPI’s like what landing pages got the most views.  

What Forms Should Content Marketing Take?

Now that we’ve broken down the connection between content marketing and two-step distribution, let’s identify some tactics that brands can use. Keep in mind that the main goals are to generate awareness and connections with your product. In a way, your content marketing is a salesperson who creates rapport with potential customers.  

You want to put what’s unique about your products and brand in the spotlight. That’s why video content like product demos can be very engaging for your target audiences. Another tactic that’s worth considering is email drip campaigns. Since you want sales prospects to have your brand top-of-mind when they walk into a dealer, spaced out emails is a great way to achieve that.  

To help ensure you have an email list to leverage, adding a subscribe button on your website is a good starting point. From there, you can build out a three to four drip email series highlighting key differentiators about your products. If these strategies sound like something your building products brand could benefit from, Team True is here to help.  

See How Team True Can Jumpstart Your Content Marketing

As marketing experts who specialize in building product brands, Team True can help you raise awareness and foster meaningful connections with sales prospects. Contact us today to see how we can help you boost sales and brand awareness through effective content marketing.  


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