Whether you are an independent freelancer or working for a well-established firm, a common theme for everyone within the architectural industry is maintaining a steady workflow of new projects. There is always work to be done. However, you may be wondering how to consistently keep a productive pace while increasing overall traffic to your business. So introduce the idea of an exceptional marketing strategy for architects: content marketing.
Content marketing allows architects an opportunity to reach out and connect with their audience through a harmonious flow of valuable, relevant information without relying solely on word-of-mouth referrals. Therefore, you should always aim to provide valuable content that your audience will want to reference and ultimately prove beneficial to their needs repeatedly.
The basic principle of content writing comes with content marketing––this is the essential backbone of any successful marketing campaign. Think about it––it would be challenging to take poorly written content seriously. Especially if it was peppered with grammatical errors and hummed a weak drive.
Without vivid, thoughtfully written content, you leave your visitors to interpret your brand as they please. The end goal should be to provide your audience with a clear, singular takeaway upon reading while remaining consistent across all platforms.
Establishing an effective content marketing campaign woven with pristine, impeccable rhetoric can significantly increase awareness of your brand. Furthermore, build a strong SEO foundation, and solidify a customer base that will keep returning for more.
There are several different ways to define your presence in the digital world. Moreover, some of the most popular forms of content are blogs, case studies, email marketing, hosting a YouTube channel, podcasting, and social media.
Therefore, keep reading to learn more about adopting new technologies to reap the benefits of these content marketing strategies and successfully drive traffic to your website.
Top Architecture Websites
Explore these well-put together websites of architecture firms from all over the world.
VIEWBlogs
Starting with one of the most popular forms of content marketing, blogging. It is a renowned platform for establishing one’s expertise in a field and sharing educational material. Architects like you can build a reputation through regularly writing and updating your blog posts. Moreover, you can gain the trust of readers who may find inspiration in your work.
Having trouble thinking of topics to write about? Remember, you are writing with your current prospects in mind. What is essential to your target audience? Do they have any known qualms that could be addressed? What critical issues or hot topics are being discussed in your industry? We suggest writing down topic ideas and then planning them into a content calendar.
Hosting a blog is intended to frame you as an expert––so don’t be afraid to be thought-provoking and even controversial! Incorporating these factors into your blogs can help catch your audience’s attention.
Relevant Reading: How to Build Brand Relevance for the AEC Industry
Case Studies
As a supplement to blogging, case studies can provide educational material for your target audience and prospective clients. Case studies prove how your services have benefited previous clients, helping leverage your reputation and brand. This type of content will be most effective in your content marketing strategy. It is solid proof is what interests potential clients the most.
You can include visuals such as high-quality images or even demonstrative videos of your work to enhance your case studies. Remember that case studies are for the “big league” architecture firms. So, having a case studies section on your website is essential if you work for a relatively large firm.
Check out some of the previous case studies we’ve generated for our clients.
Email Marketing
Starting an email list is a fundamental component of your content marketing strategy. As social media can be unpredictable, it’s always a good idea to have an established list of people interested in your services and what you offer. Email marketing can deepen your relationships with valuable clients, providing them with curated, personalized content.
Trying to decide how often you should send out emails? That’s entirely up to you. It can be as often as every week or twice every month. You can opt to recommend articles that have inspired you. So, share your current musings and blogs and even current projects you are working on.
YouTube Content Marketing for Architects
Videos have always been considered an effective marketing approach for of catching people’s attention, especially when strategically placed on your website’s landing page. You can dramatically increase your brand awareness and expand your online engagement. Moreover, you can even improve your overall SEO ranking on Google search results by creating visually appealing content.
As the largest online video-sharing platform, YouTube is ideal to host your videos. In this place, you can bring your projects to life, discuss new happenings within your industry and contribute new design ideas to the architecture community.
Embedding videos within your email marketing newsletters and social media platforms is a content marketing strategy that is highly recommended. In fact, you can even opt to present your case studies in a YouTube video, like this Vermont-based architecture firm. A proper showcase of high-quality visuals can make all the difference!
Podcasting
Following in the footsteps of blogging and video marketing, podcasts are a relatively new way to push content to your subscribers. With podcasts, you can also position yourself as an expert in your field.
As a new and upcoming medium, there is plenty of room to expand your podcast presence in architecture. Podcasts are inexpensive and require minimal effort to produce, allowing you to reach a broader audience at almost no expense.
Unlike blogs and videos, podcasts are content marketing for architects that the audience can listen to on the go. Your audience can opt to listen to your podcasts in the car, at the gym, or even in their leisure time. It takes less effort to listen than it does to sit down and read or watch something. So, incorporating podcasts into your content may prove to be beneficial for your exposure. Give your audience a variety of media options!
Relevant Reading: 21 Design Podcasts You Should Be Listening To
Social Media
Remembering to keep in touch with your clients is a sure way to gain their trust over time while, at the same time, re-enforce your branding. Most AEC firms use social media platforms such as Instagram, Facebook, Houzz, and LinkedIn. These platforms are perfect for nurturing relationships between yourself and your target audience. It proves to be a successful yet casual way to maintain a relevant connection.
However effortless a social media campaign may seem, it is not always wise to rely solely on this method. Studies have shown that social media is an excellent tool for brand awareness. Email marketing, YouTube, and general advertising are more successful in generating more traffic and leads.
Social media is accessible to almost anyone, it is not a guaranteed, sustainable marketing strategy in the long run. If anything, social media is a great place to get discovered and start real conversations. However, the traffic that ultimately matters is your frequent website visitors.
Interested in hiring an agency to help your with your architecture website?
Our team has got you covered.
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Remember that consistency is always key to a successful marketing campaign. Therefore, be consistent and relevant, and always ensure that your copy is well-written when executing these methods!
Are you an architect in need of a content marketing team? Learn more about how we can help.