Content marketing done right

I’m always on the lookout for good examples of content marketing, which remains a misunderstood and underutilized concept.

So here’s a prime example of content marketing done right — Keystone Contractor Magazine and the Building PA Podcast, which are jointly published and produced by the Keystone Contractors Association and Atlas Marketing. My friend Chris Martin is the founder and president of Atlas Marketing, which specializes in the construction industry.

The magazine and podcast came about when Chris noticed that while the news media and other trade publications write plenty of stories about construction projects in Pittsburgh and Philadelphia, there’s a nary a word about all the other great things happening in the industry throughout the rest of Pennsylvania. So that’s the gap that he aims to fill.

In other words, it’s not about Chris hawking his services to potential clients but about providing them with news they can use to do their jobs better. A prime example is the recent article in the magazine — and also the subject of an episode of the podcast — about the high rate of suicide among construction workers, and how to prevent it.

What Chris is doing is building credibility and trust for himself in the construction industry, which is likely to pay big dividends for Atlas Marketing. Not everything we do has to be a commercial.