Most roofing contractors I know do not have time to write their own blogs.  Many hire office staff to do the work for them.  Some do carve out time to do it themselves.  The fact is that coming up with unique, valuable blog posts can be extremely difficult – especially on a busy schedule. 

If you are in charge of your company’s blog presence, you already know it’s important to publish articles consistently. One great way to ensure that the content keeps rolling out is to look at the type of blog, rather than the subject matter, when sitting down to write.

If you are anything like the roofing contractors I work with on a daily basis, your subject matter is pretty generic: roof repair, roof replacement, gutters, windows, siding, emergency roofing, etc.  So – begin by focusing only on the 3 services that you would most like to strengthen. Then, begin to look at it all from 4 different angles:

Blog Post 1 – The Story Blog

the story blog for roofing marketing

Helpful hint: this is a great time to start implementing a standard of taking quality Before & After pictures.

This type of blog is similar to many of the news stories we read online. It follows a story from beginning to end. For your roofing business, this may include your testimonials, case studies, and featured products. Rather than drop the information onto the bottom of a landing page somewhere, turn it into a story blog. Flesh it out by adding some photos and informative commentary – then hit the “post” button.

Blog Post 2 – The DIY Blog

DIY blog for roofing marketing

A  fun, DIY blog (complete, as always, with photos) will appeal to prospective customers who are just beginning to look for ideas and ways to spend their Home Improvement Savings.

For some reason, many of the roofing contractors I meet with are extremely reluctant to allow DIY articles on their website.  They think it may detract from their sales.

Truthfully, DIY blogs that provide valuable information to consumers are more likely to add an element of trust to your company name. When you make the effort to put responsibility and professional knowledge into the hands of your potential clients, you will find that they are more willing to turn to you when they are in need of professional help.

In fact, since most homeowners tend to lump roofing contractors, plumbers, and electricians into a rather vague “home improvement professional” category, you have an additional option: you don’t need to blog about roofing.

Add a nice article (6 Easy Landscaping Ideas) that only mentions roofing, for the sake of SEO. End with a strong Call to Action that reminds your readers that your company provides premier roofing services in the ______ area.

Blog Post 3 – The Informational Blog

informational blog for roofing contractors

This type of blog post is a great way to promote specific types of roofing, whole roof replacement, or accessory items like gutter guards.

All blogs should contain some form of information.  That having been said, there are some posts that are focused on in-depth, factual information.  Pick a topic from your customers’ list of FAQ, or volunteer the latest facts about your industry.

Posts may include titles such as: “Why Do Homeowners Keep Choosing Shingle Roofing?” or “What a Warranty Can Do For Your Home.”

Blog Post 4 – The Interesting Blog

interesting blog image

This blog can add a fun twist to any topic, whether you are expounding roof warranties or poking fun at some common misconceptions about roofing contractors.

Too many bloggers get super focused on providing Valuable Facts and forget that readers want to see more than a textbook.

The Interesting Blog begins at the title itself. Shake your article production up with posts that address “5 Myths About Vinyl Siding” or “Why Real Men Use GAF” or “Terrible Home Improvement Ideas” – you get the picture.

Pick something lighthearted. Something quirky. Something that is refreshingly different than Let Me try to Sell You Roofing Services. Again.


Each blog types plays an extremely valuable role in conveying your knowledge and expertise with your readers.  Using a rotation of types will enable you to reach a wider variety of potential clients – increasing your business reputation along the way.

For more information on amping up your marketing strategies & techniques, contact our team at Art Unlimited.