Here's Your First Content Marketing Strategy for 2025

I’m back! November was a whirlwind of travel as I visited with homebuilders across California and New York to help them navigate their social media and content marketing needs. We are all witnessing a change in tide with online marketing and how that impacts our efforts to build our platforms and attract an audience of potential investors and buyers. The number one question that homebuilders asked me was how can they prepare their digital business to better meet the needs of their customers. 

In the past my answer would always be to create more compelling content, across any channel. Through a blog, video, or social media. But, algorithms and search results have changed dramatically in the last 12 months and in 2025 we need to be even more strategic about the effort we put into creating organic content. 

You’ve probably done a Google search in the last 6 months, and have you noticed the AI-generated results at the top? Followed by paid search results and then shopping results! Being number 1 on Google might put your website below the fold, which means a user has to scroll way down to see your article. How do we navigate this?

Content is King

The saying “Content is King" still resonates, but we need to add some context. Frequency and cadence for publishing content remains important, but posting daily or weekly to simply have content has become less effective. A better approach is to really niche down into a subject matter or category that you truly know inside and out and write lengthy articles or produce long-form videos that show your expertise. 

There is no set formula, but recent SEO studies have shown that a 2,000 word article about how to insulate an attic will garner more search results than four 500 word articles around the same subject. People are willing to trust a source that they can go to for all the answers, not just part of it. As a homebuilder you know all the questions that have been asked about the why and how of insulating an attic. Put all of those questions with answers into your post or video or BOTH. 

As mentioned above, being number 1 on Google might not have the cachet or effectiveness it once did, but it is still a worthy goal to work towards as the signals a strong article has can impact YouTube algorithms as well as backlinks and where your work gets saved or shared.

International Builders’ Show 2025

Registration is open for the 2025 International Builders’ Show on February 25-27. I’ve been attending the show since 2002 and now that I live in Las Vegas, it’s just a 15 minute drive for me to check out IBS and K/BIS. 

I’ll be walking the show each day and connecting with my friends and colleagues in the industry, but I’m also going to make time to meet up with you! I’m happy to take 15-20 minutes to sit down and chat about your content marketing strategy and try to answer any other digital planning questions you may have. Just send me an email or text me 212-645-1993 and we can arrange a convenient time for both of us. This list has grown to 2,500 homebuilders, so don’t worry about your schedule and just get me on your radar right now and we can work out logistics closer to the show.

I’ll also be at the World of Concrete, January 21-23, so you can catch me there as well.

If you’re local to Las Vegas and want to setup a time in person let me know and I’m available to jump on video calls as well.

To better building!

Timothy