This slideshare analyses the effectiveness of the top Construction Industry blogs.

1. A 2016 Analysis
Top Construction
Industry Blogs
on the…

2. BAM Construct
UK
1.

3. Location
• Easy to locate on homepage
• Mobile-optimized
• Highlights their latest blog updates

4. Layout
• User-friendly font size
and design
• Mix of both image and
video
• High-res banner
images
• Clear links to full
articles

5. Blogging strategy
• Includes visual graphics
• Blogging 3-4 times a week
• Engaging & relevant topics
include technological
changes, apprenticeships,
industry events
• But no clear Call-to-
actions or internal links

6. Carillion
2.

7. Location
• Blog section is grouped under ‘news and
media’ tab
• Easy to find & segmented well

8. Layout
• Large, high-res images used throughout
• Individual sectors segmented into categories
• User can easily navigate towards topic of choice

9. Blogging Strategy
• Includes a range of case studies and video content as well as
blog articles
• A high focus on internal company values
• Could do with posting more general, industry-focused content
• Very few Call-to-actions persuading readers to remain on site

10. Interserve
Construction
3.

11. Location
• Named their blog area as the ‘Knowledge Centre’
• Positioned clearly within the main menu

12. Layout
• The ‘Knowledge centre’ is filtered by content type
• Topics for the blog are colour-coded under five key areas

13. Blogging Strategy
• Topics focus on sustainability, climate change, waste management and
biodiversity
• Includes skills and training section to cover apprenticeships
• But a lot of focus on ‘case-study style’, self-promotional content – needs more
balance

14. Call-to-actions…
• Interserve link their blogs through to other relevant
articles, with direct links to their contact page
• This persuades readers to find out more about their
products and services

15. Kier group
4.

16. Location
• Kier Group have located their blog within the main menu
• For a new website visitor, this is well positioned and easy
to locate

17. Layout
• Blog section split into key sectors to refine user’s search requirements
• Visually appealing with colour-coded options for each category

18. Strategy
• Blog categories consist of in-depth, industry-related topics, case studies and
campaign promotions
• Provide a strong focus on problems facing the construction industry
• But style of their blog content can be quite text-heavy and lengthy
• Blog activity is not as regular as others

19. Costain
5.

20. Location
• Costain’s blog is accessed via the small ‘news’ link at the top
of the homepage, or within the bottom footer
• Not particularly obvious for a first-time website visitor

21. Layout
• Can explore content by
date or topic
• The layout is refreshing
and pleasing to the eye
• Content is personalised
by assigning different
topics to a range of
authors displayed on
the right-hand side

22. Strategy
• Regular bloggers
• Posting on upcoming legislations
and educational-type posts
• Whilst a few are self-promotional,
Costain have a great mix of
engaging and informative content
• A strong focus on providing added
value for their audience

23. Numbered approach to
content…
• Costain use the numbered
approach in a lot of their long-
form content
• This performs well in search
i.e. ‘Top 10 things to consider’,
‘5 Key facts about…’
• Helps to condense the main
points and makes content
easier to digest for the reader

24. Call-to-actions
• Their call-to-actions include further reading suggestions
• Include direct links guiding visitors towards relevant team members for
more information

25. Conclusion:
Do’s and Don’ts
DO
• Make your blog easy to find for a new website visitor
• Ensure the design of your blog is as visually attractive as possible
• Implement video, graphics and images into your blog strategy
• Blog atleast 3-4 times per week
• Include internal linking within blog articles
• Use call-to-actions at the end of each post
• Provide a range of industry-focused, informative content
• Focus on providing added value by solving common customer queries
DON’T
• Rely solely on text-heavy, self promotional content to
attract your customers
• Overuse external links that will direct visitors away from
your website
• Write for the sake of writing – each post should have a
purpose and tie in to your blogging objectives

26. Read the full blog post
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