You might be asking yourself why content marketing for architects is so important. You think that your aesthetically attractive built projects should be bringing in new work and clients of their own accord, right? This is what we’ve heard so many architects say, especially those from older generations.
Well, let us summarize why content marketing for architects makes sense – why so many firms, startups and companies in other industries are doing it, and why it should become an essential part of your practice.
Why every architecture firm should have a content marketing strategy
Architects usually sell a service which is largely based on their expertise. With you as the architect being the leader or authority in the designing, planning or building process, depending on the focus of your firm.
But architects usually only use their finished built projects online as a communication tool, which is a shame as it means that so much potentially very valuable marketing material simply goes unused.
Content marketing for architects is a great opportunity to show that you are an expert in your field and, as a result, also helps to develop trust. It is the best way to become the go-to expert in your particular area of architecture.
The center of your content marketing and growth strategy is your website. Think of it as your digital studio space which represents your brand, shares your news, values, projects and insights, communicates with your clients, captures leads and so on.
But every website needs traffic, because without any traffic to your website, you cannot convert any leads. So you won’t get in touch with new potential clients. That is why traffic to your website plays a vital part in the success of your business and of the marketing and lead generating system of your practice. The best and most beautiful website is worth nothing without any visitors.
Here are 5 content marketing types that will drive more traffic to your website and give you the opportunity to get in touch with more potential clients.
5 Content Marketing Types that will increase traffic to your architecture website
There are several types of content that work well in digital marketing. Here, we summarize a few which we think are useful for architecture practices. This, of course, doesn’t mean that you have to do them all; these are just a few ideas to help you get started. We recommend that your content creation strategy includes at least one of the following:
Content marketing for architects should start by producing and providing high-quality articles. This is one of the most effective ways to increase traffic to your website, communicate your work and build up a following online. It is also one of the easiest ways of implementing a content strategy. In other words, we would definitely recommend that you start with publishing articles on your blog.
Video is a great and dynamic way to express our projects, thoughts, practice and ideas. You can distribute video through several platforms such as youtube, social media and your website. It’s a more advanced technique but there are also very simple ways of starting. Like producing a screencast from a project’s powerpoint presentation, for example, while explaining the project.
Audio content in the form of podcasts has become extremely popular over the last few years. And is a great way to build up expert status and thought leadership. Producing your own podcast for your office could be an idea. But if you think this is too advanced for you, then think about leveraging other podcasts where you would speak as a guest expert. Let’s say that your architecture studio focuses on office design. It would then be very beneficial to speak on a podcast about “New Work”, for example, if the listeners also fit your ideal client profile.
Another valuable type of content marketing for architects are case studies of your projects. These can be produced in several content forms. They could be articles, an ebook, a video case study. Here, you have the chance to illustrate how your office has helped a specific client with their project. By case study we do not mean only showing the glossy images of your finished project, but also your process. A great case study outlines the different steps of your process. It displays great results and emphasizes your focus on achieving your client’s goals in the course of the project.
Guides, reports or look books
Another idea is to produce shareable guides or reports with useful information and insights for your target audience relating to their needs and challenges. These could be used as a lead magnet on your website. But you could also share their covers or excerpts from them across your social media platforms.
If you focus more on the design side of things and have a lot of image material, you could also produce look books with material boards or product collection that you used in your project, and share them on image-focused platforms like Instagram and Pinterest.
One of the key ways to successfully build up a following and increase traffic to your architecture website is to stay steady and consistent with your content marketing and content creation. You should be regularly updating your content and posting to your blog. If the most recent article on there is from 2017, this will give off the impression of being unengaged with your audience. Not only to your visitors, but also to the search engines.
In order to keep on top of this, you should develop a content creation plan and schedule ahead. In the beginning, a good place to start would be with one blog post a week, or twice a month. Social media activities like Instagram can be on a daily basis, but you can also prepare and schedule them in advance, with tools like Later, for example.
Remember that content marketing for architects should always be aligned with the ideal clients you have in mind. So that it contributes to building up your brand and audience. As well as driving your visitors into an effective sales funnel.