Because the competition in the building materials market remains fierce, this content strategy can give yours the boost it needs to take a top spot.

At the end of the day, lead generation is the name of the game… for all of your marketing activities, how much potential business do your efforts drum up? Of course, closing is another topic entirely. We’ll cover that later — but right now, let’s focus on lead gen.

The Internet allows you to put lead generation (almost) on autopilot. And there are two particular pieces of content that you must incorporate in your strategy to prevent your building materials business from being left behind by those companies that do.

FAST FACT: MarketingDIVE cites Ascend2’s “State of Content Marketing” survey report: ‘More than half B2B marketers use content for lead generation for increasing customer engagement’. 

White papers: A new, readable twist on an old medium

The white paper. Anyone that’s been in a technical business for very long knows exactly what this piece is and what it does.

A white paper is generally regarded as ‘an authoritative report or guide that informs readers concisely about a complex issue and — is meant to help readers understand an issue, solve a problem, or make a decision’.

The problem is that white papers of old tend to be long-winded, too technical, and a bore to read. And those features do not readily lend themselves to generating leads.

So, let’s see how we can write a white paper 2.0 that will encourage prospects to read and respond:

  • Shorten the length by 1/2 to 1/4
  • Include enticing headers and subheads
  • Make readable with short paragraphs and bullets
  • Make attractive with HD images
  • Include precise calls-to-action

If possible, encourage all employees in all positions (leadership, sales, technical, marketing, customer service, etc.)  to send in their content ideas for a well-rounded perspective on your new white paper strategy.

FAST FACT: DemandWave revealed that 61% of marketers rely on white papers for lead gen, followed closely by webinars at 58%, the top two tactics for driving leads. 

Supercharge your production value with smart webinars

Webinars are a marriage of seminars and the Web. They’re perfect because you have complete control over the content you disseminate without the hassles of a physical presentation.

Plus, the advertising and registration processes can be entirely automated. Webinar software is inexpensive and comparatively easy to learn.

Here are some ideas to keep in mind when planning your business materials webinar:

  • Keep topics focused and searchable
  • Shoot a one-minute ad for your webinar
  • Publish webinar info across social media
  • Include infographics and images to round out your presentation
  • Provide a focused call-to-action for more info

FAST FACT: For B2B, content marketing is most effective at lead generation, but it can also serve at a higher level in creating brand awareness and thought leadership. 

The more webinars you present, the better results you’ll get.

Don’t forget to round out your lead generating content

White papers and webinars can be powerful — but they’re not the end of the work day. Round out your lead generation strategy with a wide variety of content pieces to reach your audience wherever they might be.

Keep your emails and e-newsletters packed with information that reveal just enough to make your prospects want to seek you out for more answers to their biggest challenges.

Attack your social media channels with fervor. Remember to keep the tone light and fresh, which plays to the social aspects of these mediums.

Remember — convince and convert with every message. Don’t sell — simply inform.

Let Kleber & Associates turn your building products and materials business into a lead generation machine. Contact us today for a personal presentation of how we can deliver content ideas and channel publishing strategies to help you become the thought leader in your industry — saving your business both time and money in the process.

Kleber & Associates (K&A) is an Atlanta-based marketing and communications firm that focuses exclusively on building materials manufacturers and building products. Our integrated marketing spirit specializes in brand development for clients in the home and commercial building products marketplace. For more information on our capabilities, please call +1-770-518-1000 or visit