/ Article

Owned Media: 10 Ways to Build Your AEC Blog

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 helps boost search result rankings. Whether generating topics about design, manufacturing or firm culture, one of the best ways to share content is through an AEC blog. When implemented with an integrated content marketing plan, you can create a blog that showcases company culture and your best work.

Creating a blog in the architecture, engineering, and construction (AEC) space may seem daunting, but there are a range of content ideas to draw from so you can use this platform to establish expertise. Through regular writing, blogs can be powerful tools for sharing an authentic, personal brand that’s relatable and relevant. As one of the most popular forms of content marketing, blogging not only provides a way to share ideas and projects, but also industry inspiration and educational material that will help build a reputation.

In the following guide, we outline how to build a blog for readers as you write content that’s clear, engaging and easier to create. Remember to keep your target audience in mind as a blog is an opportunity to respond to what’s happening in your discipline and frame your work in a larger context. You can begin by breaking the editorial planning process into categories to explore blog topics; these are outlined below, in no particular order.

Wooden house under construction
Wooden house under construction, via Unsplash

1. Project Highlights

A great place to begin thinking about blog posts and what to write is the firm’s work. Though it’s good to have dedicated web pages that tell a visual story of a project, you can also create a blog post that looks at the process behind the work. From design details to client engagement, this can be framed differently than a Case Study to focus on stories that don’t fit neatly into a project narrative or more quantitative metrics. 

2. Event Announcements & Recaps

There are many blog stories and angles to draw from, whether AEC firms and companies participate in industry events and conferences or when team members have speaking engagements and serve on competition juries. These are all opportunities to keep readers informed, and following an event, for you to provide a recap of what happened and its impact. Moreover, readers find out how to attend, and afterwards, can help tell the story of a brand.

3. Vertical Highlights

Does your company work within an industry vertical? From custom furniture and doors to museum buildings and healthcare facilities, if you specialize in a specific vertical then these become great opportunities to frame industry knowledge. Showcase expertise and services through focused topics, whether framing a common challenge faced by other companies in this vertical, or best practices to consider when working with these project types. You can also write to trends and what the future may hold.

Interior with sliding glass partitions, via Unsplash

4. External Publications & Thought Leadership

Has someone in the firm or company recently contributed to an industry publication? These excerpts, quotes and project features can be summarized and shared on your blog. Highlighting the article on your site not only provides content for internal use, but can also help you build relationships as thought leaders and lead to potential backlinks in the future. Whether you choose to write a summary or pull from the original publication and link to it, you should utilize external press to your benefit.

5. Community Engagement

Keeping readers and clients informed is a central idea behind content marketing, and in turn, blogging. Consider collecting quotes and talking with community stakeholders and the project team. You can also showcase how current users interact with a product or building through an engineering feat or construction technique. Volunteering, pro-bono work or board participation shows how employees engage with their local community.

6. Company Culture

From seasonal events and activities to workplace amenities, company culture is great blog content. In a similar way as sharing employee interviews or news, updating readers about company culture is also a great recruiting tool. Take the time to recap for readers and your target audience, and consider what stories you can tell from your culture that are already happening.

7. Employee News & Announcements

Showcase the amazing work of your employees! Not only are you highlighting company culture and telling how people matter to your current team, but also to potential employees in the future. Investing time to tell the stories of individual team members is a very strong way to build your content marketing and create content for your blog. Consider certifications, promotions or personal milestones in their professional development.

8. Personal Essays

Don’t forget that a blog doesn’t have to be authored by one person or a single team. If an employee or director wants to speak about a specific issue, a blog allows them to address trends and movements happening within the profession from their perspective. These are usually quite different from case studies and project highlights, instead focusing on values and ideas.

MAXXI Museum Exhibition, via Unsplash

9. Work In Progress

If you have approval from your client, don’t hesitate to share work that’s currently on the boards. Whether a building under construction, a new prototype hardware idea or something that’s currently being planned for development, work that’s in progress offers a unique glimpse into the creative process. At the same time, it can inspire readers to follow up and track a company’s work over time.

10. Employee Interviews

Building off the idea of sharing employee news and announcements, also consider telling the story of individuals through an interview format. Discuss what it’s like to work in a team, create a quick desk-side interview that’s informal and personal, or send questions via email for employees to answer as they’re able. The range of questions can deal with day-to-day work, past projects or ideas for the future. 

These blog ideas are a few to get you started! As you build out your AEC blog and content calendar, consider new forms of media that can further engage your readers and showcase your work and ideas into the future. For more ideas, follow our Bizop newsletter for AEC marketing ideas, thought leadership and industry tips.

/ article by

Eric is a communications and PR specialist for the architecture & design industry. Featured in ArchDaily, Archinect, Architizer, and more.

Popular articles.
How to Establish Content Goals For Your AEC Company
/ 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
/ Marketing
Brands are built through powerful, authentic stories. Whether you’re a designer or manufacturer in the AEC industry, investing in quality content drives […]
AEC Ethics: Marketing, Advertising and the Changing Tide
/ 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
/ 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 [2020]
/ 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
/ Industry / Press
Fort Collins, Co – Sep 28th, 2020 The international ratings and reviews platform Clutch named Bizop Media a top B2B marketing industry […]
The 7 Best Architecture Websites [2020 Edition]
/ Branding
Within the realm of architecture and urban design, a clean-cut, organized portfolio is always a step in the right direction. Strive for […]
How Web Design Can Put You at the Top of the Interior Design Industry
/ 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
/ 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 10 Interior Design Tools [2020]
/ 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 [2020]
/ 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 for 2020]
/ 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 for 2020]
/ 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 [2020 Ultimate Guide]
/ Marketing
Today I’m going to be teaching you about SEO for Architects and how to increase the organic search traffic to your firm’s […]
Top 10 Best Blogs for Architects [2020]
/ 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
/ 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
/ 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]
/ 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
/ 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]
/ 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
/ 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
/ 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
/ 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
/ 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
/ 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]
/ 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
/ 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
/ 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 for 2020
/ 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 of 2020]
/ 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]
/ 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
/ 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
/ 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]
/ 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
/ 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
/ 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
/ 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
/ 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
/ 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
/ 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
/ 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
/ 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]
/ 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
/ Marketing
Email continues to be one of the most profitable digital marketing channels available for 2019, so it’s no wonder so many interior designers are […]
The Role of the Student [Wanted Design Brooklyn 2019]
/ 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]?
/ 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
/ Branding
Your website seems to generate a lot of traffic, but for some reason, that traffic doesn’t end up sticking around for very […]