Installing A Content Strategy For Premier Custom Decks & Designs
*An ongoing case study in building a more consistent, intentional marketing system for a custom deck business.
A beautiful finished project is worth showing off. But for a business like Premier Custom Decks & Designs, the opportunity goes beyond posting photos of completed decks.
The goal is to help more homeowners discover the business, understand what makes it different, and picture what working with the team could make possible for their own backyard. A large part of the strategy is guiding people in dreaming about what’s possible for the way they utilize their backyard.
That's the thinking behind a three-month content strategy pilot I'm working on with Premier's owner, Jon Hart, through the end of 2026.
The Goal: More Than Just Posting
Like many business owners, Jon has a vision for his company and the experiences he wants to create for customers. The challenge is turning that vision into consistent messaging that reaches people before they're ready to start a project.
Our work together is focused on building a system that connects the company's social media presence with its larger business goals.
Here's what we're putting in place.
1. Creating a Consistent Content Schedule
Instead of treating every social media post as a separate task, we're building a repeatable plan for what Premier shares and why.
That includes showcasing completed projects, answering common questions, highlighting the process, and helping homeowners imagine how an outdoor living space could change the way they use their homes.
The goal is to create a recognizable presence that continues building familiarity and trust over time.
2. Aligning Content With the Owner's Vision
Good marketing shouldn't just make a company look professional. It should communicate what makes that company worth choosing.
Jon Hart works really closely with each client. It’s important for him to pick the clients just as much as it is that the clients choose his team. Establishing this partnership is vital to successful projects.
The content strategy is being developed around the bigger picture:
The experiences Premier helps homeowners create
The craftsmanship behind its work
The value of investing in a space designed around how they want to live
That means moving beyond simply showing what was built to helping people understand why it matters.
3. Building Opportunities for AI-Powered Search
People are increasingly using AI-powered search tools to research businesses, compare options, and find answers to questions before making a purchase.
We're working to strengthen the information available about Premier and create content that clearly communicates its services, expertise, and value.
This includes developing useful, relevant messaging that helps both potential customers and search systems better understand what the business offers.
These efforts are intended to improve discoverability over time. AI visibility and resulting leads will be areas we'll monitor as the pilot progresses.
What We're Measuring
This is a three-month pilot, not a finished success story. Rather than promise results before we have the data, we're building the foundation and evaluating what happens.
As the pilot progresses, we'll look at indicators such as:
Consistency: Is Premier maintaining a reliable publishing schedule?
Engagement: Are people interacting with the content and showing interest in the business?
Visibility: Are more people discovering and visiting Premier's online profiles and website?
Inquiries: Are we seeing changes in estimate requests and qualified leads?
Search discoverability: Are we seeing evidence of visibility through search engines and AI-powered discovery?
These measurements will help us understand what's working, where to improve, and how the strategy can evolve.
The Bigger Picture
A content strategy isn't about filling a calendar with posts. It's about creating a consistent experience that helps the right people discover a business, understand its value, and feel confident taking the next step.
For Premier, this pilot is an opportunity to put that approach into practice and evaluate its impact.
As we gather meaningful results through the end of 2026, I'll update this case study with what we've learned, what improved, and where the strategy made a measurable difference.
The objective is simple: build a marketing system that works toward the owner's vision, instead of leaving marketing as another task on the owner's to-do list.
Let’s take 20 minutes to see if there is mutual interest in working together to help your business thrive, consistently.
~ Ashton Edwards
