Tell the Right Story
to the Right Audience

Building Materials Marketing

How a website redesign and effective storytelling helped a small building materials supplier grow to national prominence.

Challenge: Building Materials Marketing for New Company

HDG Building Materials was created by experienced professionals in building materials and architectural stone supply but they were not experts in building materials marketing. This new business was pivoting to provide more products and more value to architects, building professionals, and luxury homeowners. The challenge was they needed to communicate their value to the premium building material suppliers they represented as well as prospective customers serving residential, commercial, and municipal development markets. Sparse website content and communications were preventing them from communicating their value.


HDG has expanded to become a preferred representative for prominent European and  North American building material manufacturers. Their website and marketing communications reach their target market of architects, building professionals, and luxury residential homeowners.


  • High organic search rankings for desired keywords
  • Engagement with current and future suppliers
  • Collaborations with prominent architectural firms and landscape architects
  • Industry recognition throughout North America
  • Continued business growth

Building Materials Marketing Services Performed

The principals in the business already had a logo concept when we began our work together. Our team further developed the logo beginning with mood boards. We went on to create an entire brand style guide with logo, color palette, and image direction for company. We also developed positioning and messaging which we continue to test and refine. Our team created the initial WordPress website and continues to maintain it technically and using our 4C5 approach to content strategy and delivery  we also create engaging posts, pages, and resources that rank in organic search. When pages don’t rank, we continue to refine them, reviewing analytics along the way. We created and maintain a content strategy and roadmap.

Creative Services for Building Materials Marketing

Great content become even better when accompanied by good creative resources including graphics, illustrations, infographics, videos, and more. We’ve applied these creative services in the building materials marketing for various product lines to effectively win the hearts and minds of architects, builders, and owners.  For complex architectural issues we simplify by writing content and creating graphics. We’ve also created virtual showrooms and then drive traffic to them using a rhythm of social media posts and email marketing.

Building materials marketing creative and communications services and deliverables include:

  • Full brand guide
  • Content strategy and development
  • Copywriting / ghostwriting
  • Collateral design and mapping
  • Original illustrations
  • Print brochures and ads
  • Email newsletter
  • Product photography
  • Video production and distribution
  • Product information schemas
  • Trade show support
  • Landing page design to rank in organic search
  • Website maintenance
  • Analytics
  • Best practice for CRM and chat
  • Customer experience design for various audiences

“We can’t complain at all about how HDG has grown. You’ve had a lot of impact on that.” – Angie, HDG Building Materials

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