According to the Home Improvement Research Institute, home improvement product sales are expected to grow at an average of 3.9% per year until 2020. To compete effectively in this market, your business needs to stand out, and that means building your online visibility and credibility through content marketing.


Why Home Improvement Brands Need Content Marketing

Word-of-mouth referrals are important, but they won’t bring your business the quantity of leads you need to grow your business. This is where content marketing comes in. By sharing your expertise, you can become a go-to source for home improvement and DIY content and reach prospects before your competitors do.

Home improvement and DIY professionals have a broad range of skills:

  • Project management
  • Building codes and regulations
  • Decoration and maintenance
  • Plumbing and electrical experience
  • Bricklaying, plastering, carpentry, and roofing
  • Appliance installation
  • Flooring installation
  • Window and door fitting
  • Landscaping
  • Design knowledge
  • Home safety and security knowledge
  • Knowledge of products and materials

From a marketing perspective, it’s your job to show your expertise in these areas to reassure prospects that your business can meet their needs.


Home Improvement Content Marketing Tips

By delivering a diverse mix of home improvement content, you attract the attention of online browsers and become a part of the customer research process. Potential customers are then more likely to turn to you for advice and remember your brand when they’re ready to buy.


Types of Content

Blog Posts

Writing high-quality blog posts on home improvement will help position your brand as an expert in your niche. Remember to include product images and photos to inspire readers.



Create before and after videos of projects you’ve worked on. Show your products within home settings to give viewers a sense of your style and professionalism.


User-Generated Content

Placing user-generated content on product pages can improve conversions by up to 64%. Ask existing customers to share photos of their home renovations for you to share on your website. Show testimonials on your product pages to build trust.


Gated Content

To generate more leads, display a form on your website asking users for their name and email address in return for access to exclusive content such as white papers, ebooks, case studies, and in-depth guides.


SEO Content

Around 44% of online shoppers begin their search for products and services using search engines. Optimize your on-site content with keyword phrases that match the search intent of your target audience. Submit your business to online directories like Google My Business and Yelp. And make sure your business name, address, and phone number are clearly visible on every page of your site.

Learn more about SEO Content Optimization.


Email Content

Offer regular home improvement content to website visitors in the form of an email newsletter. Display the subscription form on your homepage.

[irp posts=”38187″ name=”How to Start and Grow an Effective Email Newsletter”]


Social Media Content

Use Facebook, Twitter, Pinterest, and Instagram to share industry news and helpful tips with followers. Houzz – a platform that connects homeowners with industry professionals – is also worth checking out.



Interactive content such as quizzes are easy to share on social media and will help you reach a wider audience. Use a tool like Qzzr to create fun quizzes for your target audience. Remember to include your brand name and relevant product images.



Home Improvement Content Ideas

How-to content: Reach customers who are researching home products with helpful how-to guides and instructional videos.

FAQs: Create a dedicated web page that answers the most common questions about your business, products, and services.

DIY tutorials: Offer expert DIY tips for various projects. You can use the opportunity to link to pages featuring your products and accessories.

Product roundups: A yearly roundup of the best products on the market is a great way to highlight your best products. Mention competing brands to add credibility to your article.

Case studies: Feature a project you’ve worked on in a case study to show your working processes and demonstrate the quality of your products and services.

Video walk-throughs: Whether it’s a bathroom fitting or a garden redesign, there’s no better way to demonstrate your expertise than a short video that offers proof of your hard work.

Money-saving advice: Many search engine queries revolve around saving money. Add extra value to your budget-friendly content by including a special discount offer at the end of your article.


Taking It Further

To maximize content visibility, share links to new content with your email subscribers and social media followers. Try advertising tools like Google Ads to reach a wider audience.

Marketing your home improvement business can be hard work. If you don’t have the time, consider outsourcing your content to freelance writers. Delivering fresh content on a regular basis can give you the competitive edge.

If you need a helping hand, Constant Content has a database of thousands of freelance writers who specialize in a wide range of industries. Learn more.