If you think “branded content” is just for companies with million-dollar marketing budgets, think again. Contractors can use branded content to connect with customers, tell their stories, and, most importantly, build trust. You don’t need flashy videos or celebrity endorsements to make an impact—you just need authenticity and a little creativity.
When I first started helping contractors create branded content, most of them had no idea what it was. “You mean, like ads?” they’d ask. Not quite. Branded content isn’t about hard-selling. It’s about showing what makes your business different. Let me walk you through some examples that worked (and why), so you can start creating content that actually resonates with your audience.
What Is Branded Content, and Why Should Contractors Care?
Branded content is any content you create that showcases your business’s expertise, values, or services while connecting with your audience in a meaningful way. For contractors, this could mean sharing a behind-the-scenes look at a project, offering useful tips for homeowners, or telling the story of a happy client.
Why it matters: People are 76% more likely to buy from a business they feel connected to, according to a study by Sprout Social. Branded content helps you build those connections. Plus, it makes your business stand out from competitors who are still stuck spamming generic ads on Facebook.
How Do You Create Branded Content That Actually Works?
The best branded content does two things: it solves a problem for your audience or makes them feel something. Your audience is already searching for answers like “How much does driveway paving cost?” or “What’s the best way to fix cracked concrete?” Your content needs to be the one that gives them those answers—while showing them why you’re the expert.
But it’s not just about what you say; it’s about how you say it. Authenticity wins every time. You don’t need to sound perfect, just real.
Example 1: “Before and After” Project Highlights
This one’s a no-brainer. People love transformation stories. Whether it’s a driveway, a kitchen, or a backyard patio, showing how you turn a problem into a solution is the perfect way to showcase your skills.
A real-life example:
A local concrete contractor shared photos of a cracked and sunken driveway they replaced with a polished stamped concrete masterpiece. They included a caption like, “We loved helping this homeowner finally feel proud of their driveway again!”
Why it works:
- Visual proof of your expertise.
- Highly shareable on social media.
- Builds confidence in your abilities.
How to make it yours:
Take progress photos of every job—before, during, and after. Add a short caption that tells the story, like, “This patio went from a trip hazard to a gorgeous outdoor entertaining space in three days.”
Example 2: The Quick “How-To” Video
Short, educational videos are golden for contractors. You’re already answering questions for your clients every day—why not record it? A simple, one-minute video like “How to Spot Roof Damage After a Storm” can bring in views and build trust.
A real-life example:
A roofing contractor shared a quick video showing three ways to inspect your roof for damage after bad weather. They wrapped it up with, “If you’re not comfortable climbing up there, give us a call—we’ll take care of it for you.”
Why it works:
- Adds value without asking for anything in return.
- Showcases your knowledge and approachability.
- Builds your reputation as the “go-to” expert.
How to make it yours:
Keep it simple. Use your phone to film, and don’t overthink the production. Just talk like you’re explaining it to a neighbor.
Example 3: The Customer Success Story
We’ve all seen testimonials, but turning a happy customer’s story into engaging branded content takes it to the next level. Instead of just saying, “Great service!” share the full story.
A real-life example:
A driveway paving contractor shared the story of a customer who wanted a stamped concrete driveway that matched the aesthetic of their 1920s home. The post included photos, a direct quote from the homeowner, and a quick explanation of the design process.
Why it works:
- Builds emotional connection.
- Highlights your attention to detail.
- Provides social proof for potential customers.
How to make it yours:
Ask customers for a quick interview or permission to share their story. Focus on what made the project unique, and let the homeowner’s words shine.
Example 4: “A Day in the Life” Content
People are naturally curious about how things get done. Sharing a behind-the-scenes look at your daily work helps humanize your business and build connections with your audience.
A real-life example:
A general contractor posted a series of Instagram Stories showing their team demoing an old kitchen, selecting materials, and celebrating with tacos after a long day. Simple, real, and engaging.
Why it works:
- Makes your business relatable.
- Showcases the hard work that goes into each project.
- Encourages engagement (people love commenting on behind-the-scenes posts).
How to make it yours:
Capture short, candid clips or photos throughout your day. Add a caption like, “Just another day turning construction chaos into dream spaces!”
Example 5: Blog Posts That Educate and Sell
Branded content doesn’t always have to be visual. A well-written blog post targeting homeowner concerns can bring traffic to your website and position you as the expert.
A real-life example:
A local HVAC company wrote a blog called “5 Signs Your Furnace Needs a Tune-Up Before Winter.” They included actionable tips, like how to check for strange noises or inefficient heating, and ended with a call-to-action to schedule a service.
Why it works:
- Helps potential customers solve a problem.
- Improves SEO by targeting seasonal keywords.
- Generates leads by linking to your services.
How to make it yours:
Think about what your audience worries about each season. Write a post like, “How to Prepare Your Concrete Patio for Freezing Temperatures” or “5 Ways to Prevent Spring Roof Leaks.”
How Do You Start Creating Branded Content as a Contractor?
Getting started with branded content is easier than you think. You don’t need fancy tools or a full-time marketing team—just a plan and consistency. Here’s how:
- Start Small: Pick one type of content that feels manageable. Maybe a weekly project highlight on Instagram or a quick how-to video.
- Stay Consistent: Post regularly so your audience knows when to expect new content.
- Focus on What You Know: Talk about the projects, materials, and questions you handle every day. Authenticity matters more than anything else.
Why Branded Content Works for Contractors
Branded content isn’t about selling—it’s about connecting. Whether you’re sharing before-and-after photos, tips for homeowners, or behind-the-scenes moments, every piece of content you create builds trust and sets you apart from the competition.
If you’re ready to start but feel stuck, try this: think of the last question a client asked you and create a piece of content that answers it. Simple, helpful, and authentic—it’s really that easy.
Do you have ideas but are not sure how to make them work? Contact me—I’d love to brainstorm with you! 😊