/ Article

The 4 Key Elements of Effective Content Marketing

Share

Content marketing has become the dominant form of marketing in the digital age. According to Hubspot’s State of Marketing Report, 82% of companies are actively investing in it as part of their marketing strategy. 

There’s a good reason for that. SerpWatch reports that content marketing has been found to cost 62% less than traditional forms of marketing while generating three times as many leads.

Yet not all companies that try content marketing see the same results. The key is to have a carefully planned approach that incorporates SEO, social media marketing, and email to maximize the reach and impact of the content you create. 

In this article, we’re going to explain each of these areas and how they can work together to make your content marketing effective.

What Is Content Marketing?

keyboard

Before going further, it would be helpful to clarify what content marketing is. The Content Marketing Institute defines it this way:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” 

The key idea here is that this strategy is about creating content your audience wants so that they are drawn to find and connect with your business. Whereas traditional marketing tends to go out and interrupt potential customers in the midst of some other activity that interests them (like watching a show on t.v.), content marketing aims to create resources that are what interests them. 

Another contrast with traditional marketing is that the content created for content marketing does not tend to be directly selling. Instead of saying, “Here’s our product. Buy it!”, it says, “Here’s some useful information to answer your question or help you solve your problem.” It can mention a product or service, but the point is to give value to the user as a way to begin cultivating a relationship with a company that may eventually turn into a lead or a sale.

As we noted above, this approach to marketing can be very effective. Businesses that use a blog get 67% more leads than those that don’t and those investing in content marketing see on average 30% higher growth rates than others.

So what does it take to do content marketing well?

Content Marketing and SEO

someone analyzing their insights on their phone

The foundation for effective content marketing is search engine optimization (SEO). SEO is concerned with crafting content to achieve maximum visibility in search engine results. 

There are many aspects to this. Part of it is quite technical, dealing with behind-the-scenes details that can affect search engine rankings.

But the part that is most important from the point of view of content marketing is keyword research. A “keyword” is just the term a person enters into the search box in a search engine like Google. There are many tools that allow you to see what people are searching for and how much volume and competition exist for various keywords. 

The goal of keyword research is to determine the specific topics that are most strategic to cover in your content creation. You’re trying to discover the questions your target audience is asking or the problems they are trying to solve so you can address them. This is crucial for ensuring your content is valuable and relevant to your intended audience.

The Heart of the Strategy: Content

someone skimming a book

Once you understand the topics you should be targeting with your content, you can begin to create it. Here we want to describe three key types of content you’ll want to use in your strategy and offer some thoughts about how to make that content as strong as possible.

Blog Posts

These are the workhorse of any content strategy. (You don’t have to call them this, by the way. You’ll notice here that we like to use the term ‘articles.’) These tend to be relatively short (1,000 words or so) pieces, focused upon a particular topic, with the goal of providing valuable information to your audience. 

Great blog posts have three characteristics:

  • First, they are strategic. Your topic should be carefully selected, based upon the keyword research discussed in the last section. 
  • Second, they match search intent. This means that they actually answer the question or solve the problem the user has in mind when he or she clicks on the link. 
  • Third, they are high quality. There is a tremendous amount of content on the web and much of it isn’t very good. Aim for great writing along with truly useful information to set you apart from the crowd.

Site Pages

The static pages on your site can also be a valuable resource when it comes to content marketing. Don’t overlook the potential for informational content that would be useful to someone in your target audience. If you were a bow manufacturer, for instance, it would be natural to have a page describing the types of bows along with their advantages and disadvantages. If this page is really well done, it can get traffic from people looking for this information who then become aware of your brand.

Just like blog posts, great site pages are strategic. SEO research should inform the way you talk about who you are and what you do. You want to make sure you’re engaging with the audience that is actually out there, rather than the one you imagine exists. Know what their real questions and real problems are and show how you can help them.

They should also be well written. Think about what it does for your impression of a brand when you find spelling and grammar problems on their site.

Guest Posts

These are just like blog posts but are published somewhere other than your own site. They can be a great way to share your expertise and grow awareness of your brand with a new audience you might not otherwise reach. If you are an architect, for instance, you could write about emerging trends in architecture for a blog on contemporary design.

As with the other two types of content, these should be high quality and strategically targeted. In addition to the topic, this means aiming for publications your target audience is most likely reading..

Maximizing Your Content’s Reach

people working together

The hope with great content is that Google will eventually rank it well in search results, giving you organic traffic from those interested in the information you’re providing. But it is also helpful to promote your content to both reach a wider audience and stay connected with the audience you already have. Social media and email are two very effective ways to do this. 

Facebook, LinkedIn, Instagram, and other channels can be used to create a brief post whenever you have new content launching on your blog. You’ll reach a different kind of reader this way, who wasn’t necessarily out looking for the information you’re providing but is interested when he or she sees it. This will also keep your content in front of those who signed up to follow you in the past but don’t regularly visit your site.

Email allows you to stay in touch with that segment of your audience that is most engaged. After all, these are people who were interested enough in the past in the content you provide to give you their email address. A regular newsletter can be a great way to stay top of mind and to link to recent content that they probably wouldn’t otherwise see.

Bringing It All Together

a comfy home office

To reiterate what we said at the beginning, content marketing is a very effective strategy for building your company’s audience and increasing leads and sales. 

Doing it well, however, takes more than just creating content. The most successful content marketing is built on a foundation of careful SEO research, uses content that is strategically targeted and of excellent quality, and amplifies that content while nurturing an audience through the use of social media and email.

After reading all this you might be thinking it sounds great but also wondering if you have the capacity to pull it off. Content marketing takes specialized knowledge, skills, and lots of time. It doesn’t always make sense to try to tackle it yourself. 

We help design-driven companies design and run content marketing campaigns that produce results. Want to know more? Let’s talk.

Don't forget to share this post!

Marketing tips and stories for the AEC industry, straight into your inbox.
Our content team puts together a thoughtful email newsletter every month.

Sign up today.

Author
/ article by

John is a trained philosopher, experienced teacher, and freelance copywriter who lives with his family in North Carolina. You can find him at johnmcontent.com.

Popular articles.
4 Tips to Creating an Effective Content Strategy

Author / Alexandria Swanson

/ Marketing
If you’re reading this, it’s likely that you’re aware of the importance of having a content strategy. But just knowing about it […]
6 Technical Tips for Improving Your Website’s SEO

Author / Alexandria Swanson

/ Marketing
When it comes to optimizing your website for search, there are so many little strategies to consider to help rank your site […]
7 Ways to Boost Your Blog’s Domain Authority (DA)

Author / Alexandria Swanson

/ Marketing
Domain authority (DA) is a measure of how well your website will rank in search engine results pages (SERPs). A high domain […]
5 Benefits of Using ActiveCampaign for Small Businesses

Author / Alexandria Swanson

/ Marketing
This article contains affiliate links that provide a small commission to us. As a small business, we are always looking for ways […]
Benefits of Guest Blogging for Small Businesses

Author / Alexandria Swanson

/ Marketing
Guest blogging is a fantastic way to grow your small business. Not only does it allow you to increase brand awareness and […]
Pro Tips For A Better Content Marketing Process [2022]

Author / Jaq Johnson

/ Marketing
We’ve all heard the phrase “content is king”. This is because businesses of all sizes need to create and distribute compelling content […]
How Artificial Intelligence Will be Used in Interior Design

Author / Alexandria Swanson

/ Industry / Press
As artificial intelligence becomes more and more advanced, its applications are becoming nearly limitless. Interior designers can now use AI in a […]
Creating a Content Calendar for Your Small Business

Author / Jaq Johnson

/ Marketing
If you’re like most small business owners, you probably don’t have a lot of time to spare. You’re wearing multiple hats and […]
The Power of Blogging: 7 Ways a Blog Can Benefit Your Small Business

Author / Jaq Johnson

/ Marketing
In today’s digital age, having a blog is essential for any business that wants to succeed. Not only does a blog help […]
3 Digital Marketing Tasks a Small Business Owner Can Handle

Author / Alexandria Swanson

/ Marketing
Are you a roll-up your sleeves and get-to-work type of entrepreneur? If so, this article was written for you. Below, we go […]
Managing Small Business Digital Marketing Budgets

Author / Alexandria Swanson

/ Marketing
Managing any type of budget takes self-discipline and commitment, but managing a small business’s digital marketing budget is even more challenging. This […]
Essential Brand Elements for AEC Companies

Author / Dorothy Carter

/ Branding
AEC companies didn’t have to worry much about marketing or branding for most of their history. A basic logo and a decent […]
Why Quality Matters Most for SEO

Author / John Milliken

/ Marketing
Everyone wants to rank at the top in search results. If you’ve seen the data, you know why: according to research by […]
AEC Marketing: 5 Tools to Level Up Your Writing Skill

Author / Cheryl Barr

/ Marketing
Every agency eventually reaches a point where a project needs written copy, whether it’s a marketing, design, or AEC firm. Copy is […]
How AI Is Making Construction Safer

Author / Dorothy Carter

/ Industry / Press
Construction sites are dangerous places. There are plenty of risks for the workers, and if they’re not careful, things could end badly. […]
Design Savvy: 4 Overlooked Aspects of SEO for AEC Firms

Author / John Milliken

/ Marketing
You probably don’t need any convincing that digital marketing and SEO are crucial for your business. The internet is where most people […]
Top Technology Innovations Influencing the AEC Industry Today

Author / Cheryl Barr

/ Industry / Press
We live in the era of the machine. The 21st century has brought about a life where we rarely leave our homes […]
Clever Ways of Getting Your Design Work Noticed

Author / Dorothy Carter

/ Marketing
One could argue that there lies truth in the famous phrase about a tree falling in the forest with nobody around. One’s […]
Bizop Media’s Year in Review: 2021

Author / Cheryl Barr

/ Marketing
At Bizop Media, this year has taught us an important lesson in treating setbacks as opportunities. While many companies were struggling with […]
How Social Media Influences Latest Trends in Architecture?

Author / Dorothy Carter

/ Marketing
Among digital marketing’s starkest shifts in recent years came the gradual rise of social media. For the everyday user, they have shaped […]
The Metaverse and Interior Design VR: A New World of Opportunity

Author / John Milliken

/ Industry / Press
The metaverse is closer than you think. In some ways, it is already here. Although graphics still have a way to go […]
5 Ways to Rethink AEC Marketing Best Practices

Author / Cheryl Barr

/ Marketing
If 2020 taught us anything, it’s that in the face of massive, rapid transformation, every single industry has the potential to be […]
How to Make Your Architecture Portfolio Stand Out

Author / Dorothy Carter

/ Marketing
Competition abounds across the digital marketplace of most industries, and AEC is no exception. In this environment, your portfolio offers the swiftest, […]
How To Build Your AEC Company’s Dream Team

Author / Cheryl Barr

/ Marketing
Finding a new job is rarely a joyful experience, and modern job seekers have become increasingly scrupulous about where they spend their […]
Emotional Marketing for Architects

Author / Dorothy Carter

/ Marketing
There are many ways to market an architecture firm – you can present your previous work, talk about your education and experience, […]
Top 9 Best Interior Design Websites [2022]

Author / Cheryl Barr

/ Branding
In the design world, a stylish, well-laid out website is an essential asset for building a solid brand reputation. A good interior […]
How to Maintain Building Industry Brand Relevance [2022]

Author / Dorothy Carter

/ Branding
In an ever-changing digital landscape, there are few constants but change itself. Emerging trends shift customer behaviors, Google algorithm updates drive Search […]
How Influencers Can Help You Grow Your AEC Brand

Author / Dorothy Carter

/ Marketing
In the digital age, few marketing strategies see universal acceptance and unquestioned praise across all industries. Some, like Search Engine Optimization (SEO) […]
The 9 Best Architecture Websites [2022 Edition]

Author / Cheryl Barr

/ Branding
Within architecture and urban design, a clean-cut, organized portfolio speaks volumes. This holds especially true for digital communication. Simple and elegant presentations, […]
How to Establish Content Goals For Your AEC Firm

Author / Eric Baldwin

/ Marketing
The best content plans seamlessly integrate with a company’s marketing strategies. In the architecture, engineering and construction (AEC) industries, the content creation […]
Brand Building: How To Create More Engaging Project Pages

Author / Eric Baldwin

/ Marketing
Brands are built through powerful, authentic stories. Whether you’re a designer or manufacturer in the AEC industry, investing in quality content drives […]
Owned Media: 10 Ways to Build Your AEC Blog

Author / Eric Baldwin

/ Marketing
Great content speaks for itself, but only when it’s shared. Creating high-quality content keeps brands top-of-mind and relevant with clients, but also […]
AEC Ethics: Marketing, Advertising and the Changing Tide

Author / Eric Baldwin

/ Marketing
Design and manufacturing are built on relationships. These connections are built over time, and in turn, shape how we practice. Across the […]
Building Identity: How Social Media Is Reshaping Design and Storytelling

Author / Eric Baldwin

/ Branding
Social media has dramatically transformed what we create and produce, but also how spatial experiences and culture are designed. Each day, we […]
21 Design Podcasts You Should Be Listening To

Author / Jessica Ayre

/ Industry / Press
With a lifestyle buzzing with constant hustle and bustle, design podcasts have become progressively popular in recent times. It is attracting more […]
Bizop Media Awarded a Top Spot as Marketing Industry Leader

Author / Alexandria Swanson

/ Industry / Press
Fort Collins, Co – Sep 28th, 2020 The international ratings and reviews platform Clutch named Bizop Media a top B2B marketing industry […]
How Web Design Can Put You at the Top of the Interior Design Industry

Author / Nathan Wilbanks

/ Branding
Are you an interior designer looking to boost online visibility? Whether you already have a website that needs upgrading or you need […]
5 Ways a Good Website Can Improve Your Architecture Business

Author / Nathan Wilbanks

/ Branding
In 2019, the architecture industry had a revenue of almost 300 billion.  These numbers show how in-demand architecture is around the current […]
Top 12 Interior Design Tools

Author / Jessica Ayre

/ Industry / Press
Wouldn’t it be nice to conceptualize your room designs without the physical hassle? You know you’ve got the vision in your head––all […]
Digital Marketing for Architecture Firms

Author / Nathan Wilbanks

/ Marketing
Online marketing has proven to be one of the most efficient ways for design companies to reach prospective clients, and digital marketing […]
Office Design Inspiration [Top 6 Inspo Sources]

Author / Jessica Ayre

/ Industry / Press
Commercial office design has come a long way from the traditional cubicle farms. It’s been a steady wave of innovative, thoughtful, and […]
Social Media for Architects [Top 5 Platforms]

Author / Nathan Wilbanks

/ Marketing
Integrating social media into your business practices is a great way to drastically improve your brand exposure. It’s extremely cost-effective and can […]
SEO for Architects [The Ultimate Guide]

Author / Nathan Wilbanks

/ Marketing
Learn why SEO for architects is critical to grow organically your firm. If you’re not using search engine optimization, aka SEO, you […]
Top 10 Best Blogs for Architects

Author / Nathan Wilbanks

/ Industry / Press
As a beginner architect, it’s only natural to seek out inspiration that will ultimately define your footing. Upon entering the design industry, […]
Building Industry Firms Find Success Through More Personal Marketing Efforts

Author / Hanna Pagliaro

/ Marketing
Personalization is no longer a marketing strategy that’s nice-to-have, it’s a must-have. We are currently living in a world where people want […]
How Building Product Firms Land More Projects Through B2B2C Marketing

Author / Hanna Pagliaro

/ Marketing
Business to business selling is quickly changing as companies realize that the end consumer has more power than they previously thought. Marketing […]
Top 5 Best Interior Design Websites [2020]

Author / Jessica Ayre

/ Branding
In the design world, a stylish, professionally laid out website is an essential asset, not to mention a great avenue for building […]
10 Ways Social Media Can Supercharge Your Marketing Campaigns

Author / Nathan Wilbanks

/ Marketing
Social media is a network of apps and websites that let users create and share information and take part in social networking. […]
7 Key Mistakes Instagram Influencers Make [And How to Avoid Them]

Author / Alexandria Swanson

/ Marketing
Sometimes the desire to have more followers, more likes and engagement, leads Instagram Influencers to make some mistakes.  If you are an […]
Seven Crucial Email Marketing Best Practices for Architecture Firms

Author / Nathan Wilbanks

/ Marketing
For quite some time now, rumours have been circulating about the death of email marketing. As is so often the case, it […]
How to Develop a Lead Generation Funnel for Building Product Manufacturers

Author / Jessica Ayre

/ Marketing
What is a lead generation funnel, and why should you develop one for your building product?  You may have heard of a […]
How to A/B Test Your Social Ad Campaigns Like a Pro

Author / Nathan Wilbanks

/ Marketing
Have you ever run social ad campaigns with many different ads, only to have most of them perform poorly – with maybe […]
How Social Media Is Failing Interior Designers and How to Build It Back Up

Author / Alexandria Swanson

/ Marketing
Interior designers often struggle to find new clients. Believing social media is the answer to this challenge, they turn to these platforms […]
Why Social Media Can Be a Powerful Marketing Tool for Architecture Firms

Author / Nathan Wilbanks

/ Marketing
Social media for architects and architecture firms can be extremely powerful. When applied correctly, this marketing tool impacts an architect’s business in […]
Content Marketing for Architects [6 Key Ways to Boost Traffic]

Author / Jessica Ayre

/ Marketing
Whether you are an independent freelancer or working for a well-established firm, a common theme for everyone within the architectural industry is […]
Optimize Your Pinterest SEO with These 3 Fast Fixes

Author / Alexandria Swanson

/ Marketing
Inspired by a conversation with a client earlier this week, here are three quick and quality steps you can use right now […]
7 Key Pinterest Marketing Tips for Architects

Author / Alexandria Swanson

/ Marketing
The architecture industry is growing exponentially by the day. It’s no surprise that Pinterest marketing for architects has become the ideal tool […]
Top 5 Interior Design Blogs to Follow

Author / Jessica Ayre

/ Industry / Press
In the sea of home and interior design, it’s almost effortless to find quality interior design blogs and inspiration online. From visual-based […]
Interior Design Social Media [Top Channels]

Author / Jessica Ayre

/ Marketing
Social media is one of the first essential marketing efforts any interior designer should take in successfully creating an online presence. It’s […]
SEO for Interior Designers [10 Quick Tips to Boost Traffic]

Author / Jessica Ayre

/ Marketing
What are you doing to bring in new clients to your interior design business?  If you’re solely relying on referrals and word […]
How to Find the Best SEO Keywords for Architects

Author / Jessica Ayre

/ Marketing
Properly optimizing your website for a boost in Google rankings is essential for any architecture firm. If you are already familiar with […]
10 Amazing Interior Design Instagram Accounts to Follow

Author / Jessica Ayre

/ Industry / Press
Instagram has risen to be the perfect platform to draw inspiration from––with its highly visual content and engaging community, it’s never been […]
3 Steps to Get Better Engagement on Instagram [$1.80 Strategy]

Author / Alexandria Swanson

/ Marketing
Growing an audience on saturated social platforms such as Instagram can be easy. With the use of hashtags in posts and following […]
8 Key Interior Design Marketing Strategies to Grow Your Firm

Author / Jessica Ayre

/ Marketing
Within the interior design industry, it’s all about first impressions and maintaining a reputable firm. With so many marketing channels available, you […]
How to Plan a Website for Interior Designers

Author / Nathan Wilbanks

/ Branding
As an interior designer, you should already be familiar with the importance of aesthetics and functionality. Your working and living spaces are […]
Consistency is Key to AEC Social Media Marketing Efforts

Author / Alexandria Swanson

/ Marketing
It’s only human to adapt a daily routine. From your morning routine to your evening routine, people typically follow a pattern of […]
Establish Trust in Your Firm with Social Media

Author / Alexandria Swanson

/ Branding
Let’s face it–– it’s not always easy to trust people you meet on the internet. It’s only natural to approach online users […]
Why Your AEC Firm Needs A Value Proposition Statement

Author / Alexandria Swanson

/ Branding
To meet the demands of today’s world, it’s important to be focused on what your clients may need. With a compelling AEC […]
Bizop Bot Voted One of Hubspot’s Best Business Bots

Author / Nathan Wilbanks

/ Industry / Press
The Hubspot bots have voted, and according to them (and us!) – Our Bizop bot is a smashing hit! We are proud […]
Website Best Practices for Interior Designers

Author / Jessica Ayre

/ Branding
The days of compiling high-quality photos into a lookbook and carrying around a bag of sketches are quickly fading as we turn […]
Why You Should Add Instagram Stories Into Your Marketing

Author / Alexandria Swanson

/ Marketing
We all seem to be falling in love with stories. Many businesses are using Instagram Stories as a part of their marketing […]
Keeping it Real on Social Media [Importance of the Human Touch]

Author / Jessica Ayre

/ Branding
Social media is one of today’s most powerful tools, and any designer should take advantage of the benefits that social media has […]
6 Key Email Marketing Tips for Interior Designers

Author / Nathan Wilbanks

/ Marketing
Email marketing is an essential tool for interior designers and home decor businesses. This tool is used to create a systematic flow […]
The Role of the Student [Wanted Design Brooklyn 2019]

Author / Jessica Ayre

/ Industry / Press
Last month, our team had the opportunity to attend WantedDesign in Manhattan and Brooklyn. A teeming hub of budding designers, WantedDesign was […]
How Can Architects Rank High On Google [SEO Tips]?

Author / Jessica Ayre

/ Marketing
Like most architects out there, you are probably trying to figure out the most effective way to get your work noticed. You’ve […]
How to Improve Bounce Rate for Your Interior Design Website

Author / Jessica Ayre

/ Branding
Your website seems to generate a lot of traffic, but for some reason, that traffic doesn’t end up sticking around for very […]