Become the Steel Company Everyone in Your Market Knows by Name
Content Marketing, LinkedIn Authority, and Thought Leadership for Structural Steel Companies
Visibility gets you found. Authority gets you chosen. When two fabricators are on a GC's shortlist and both are qualified, the one that wins is usually the one the PM already knows — the one whose work appears in their LinkedIn feed, whose project photos show up in a trade publication, whose name came up in a conversation at NASCC. POSITION builds that ambient authority systematically.
Content marketing in steel requires real industry knowledge. A blog post about "5 reasons to choose a steel fabricator" written by a generalist agency reads like it was written by someone who has never been in a fabrication shop. Your target audience — engineers, PMs, estimators, and project owners — can smell that from a mile away. Every piece of content SteelBoost produces is written with structural steel knowledge: connection details, shop drawing workflows, AISC standards, erection sequences, BIM coordination.
LinkedIn is the single most important digital channel for B2B construction. 80% of B2B leads come from LinkedIn. The next generation of construction decision-makers — the ones replacing the retiring PMs who knew your company from years of relationship-building — is building their professional network on LinkedIn right now. POSITION puts your company and your leadership in their feed consistently and credibly.
Trade publication features in outlets like Modern Steel Construction, ENR, and Structure Magazine carry enormous weight in the industry. A project feature or technical article in one of these publications does more for your credibility than months of social media. POSITION includes active outreach to these publications on your behalf — pitching your projects, your expertise, and your story to the editors who decide what gets featured.
What POSITION Includes
Why Steel Content Is Different
We do not write generic content about "the importance of quality" or "why experience matters." We write about cambered beams and moment connections. We write about CNC plasma cutting capabilities that let you handle tighter tolerances. We write about your AISC certification and what it means for a GC's prequalification process. We write the content that makes an engineer or a PM say: these people know what they are talking about.
Frequently Asked Questions
We write everything — you review and approve. Our ghostwriting process captures your voice and expertise. Most clients spend 10-15 minutes per week reviewing drafts.
Yes. Our content team includes writers with construction and engineering backgrounds. We write about AISC standards, connection details, erection sequences, and BIM coordination — not generic marketing fluff.
We track follower growth, post engagement, profile views, inbound connection requests, and referral traffic from LinkedIn to your website. We also track qualitative signals: bid invitations that mention seeing your content.
Ready to Get Started with POSITION?
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