Architects can benefit significantly from content marketing as it provides a powerful way to showcase their expertise, build their brand, and attract clients. Also, quality content attracts traffic to architects’ and architecture firms’ websites. Visitors are potential clients who are researching information for their future projects.
Finding informative, relevant content to their searches helps them set realistic expectations for their investment and project parameters.
Here are several ways in which architects benefit from content marketing:
Establishing Authority, Expertise, And Trust
Creating high-quality, informative content such as blog posts, articles, or videos allows architects to demonstrate their knowledge and expertise in their field. This helps build trust and credibility among potential clients.
Such persons convert easily, and become good clients. They are more open-minded, creativity oriented, and malleable. Authority, expertise and trust are the qualities people are looking for in partners.
Years ago, a prospective client phoned. She asked to speak with me. After I told her it was me, she replied: „Oh! It’s you!”. She was a constant visitor to my blog.
Showcasing Portfolio and Projects
Content marketing provides architects with a platform to showcase their previous projects. Case studies, project descriptions, and before-and-after transformations can be compelling content pieces that highlight the architect’s skills and design sensibilities.
But portfolios are also the perfect opportunity to show potential clients how architects’ design and services solve their problems.
Often, projects’ pages are nothing more than a set of (beautiful) pictures. They tell nothing about clients’ journey, design processes, building permitting, contracting builders, cost control, zoning regulations, construction codes, etc.
Clients are interested and concerned about such issues. Understanding how valuable are architects’ services, they can admire the architecture.
Educating Clients and Prospects
Content educates clients and prospects about various architectural styles, design principles, and construction methods, project and investment parameters. This helps potential clients make more informed decisions and can position the architect as a valuable resource.
Prospects navigate the learning curve faster, reaping the benefits of making informed decisions.
Educated clients have realistic expectations. They understand the role of architectural design and its impact on investment success.
For architects, it is easier to work with well-informed clients. This leads to a better client-architect collaboration, a better client experience, enhancing the advocacy and loyalty stages in the client’s buying cycle.
Website Traffic and SEO
Regularly publishing valuable content on a website improves its search engine optimization (SEO). This, in turn, increases the likelihood of the architect’s website appearing in relevant search results, driving organic traffic. Search engines favor websites that have a consistent posting schedule, and quality, original, high-in-demand content.
Websites traffic is often overlooked. Even 100 visitors a month equals with more than a thousand people learning about you.
Quality content can easily bring thousands more. The more helpful visitors find the architects’ content, the more new visitors it will attract. It is a virtuous circle.
Website traffic is a constant flow of potential clients looking for solutions to their problems. Although it’s hard to believe, for them, future projects are a series of complications, and they must figure it up. This is what they’re looking for, and this is what architects’ content marketing provides.
Building a Brand
Although branding is not marketing per se, its role is to link marketing messages to an image, either a personal or firm brand.
Personal Brand
Content marketing allows architects to build a personal brand by expressing their unique design philosophy, values, and approach to architecture. This can set them apart in a competitive market and attract clients who resonate with their vision.
Architecture Firm’s Brand
The brand caries on the firm’s identity, as name, logo, tagline, but it’s not limited to that.
The genuine desire to help potential clients enhance the architecture firm’s reputation, as people’s minds match images with narratives.
Building a Fan Base
Back in the days, people used to bookmark pages they loved. Now, they can follow the authors on their favorite social media platform, or subscribe for regular updates.
Social media platforms are excellent channels for architects to share their content and engage with their audience. Visual platforms like Instagram and Pinterest can be particularly effective for showcasing designs and drawing attention to the architect’s aesthetic.
Although social content has a low organic reach, a tribe of followers can engage with architects’ content. They like, comment, and share driving visibility, new followers, and website visitors.
Nevertheless, quality content turns new users into recurring visitors, either using the old ”Ctrl+D”, revisiting phones’ surfing history, clicking remarketing ads, or sponsored posts. Fans don’t necessarily follow architects, but they surely keep coming back.
Building Email Lists
Building an email list through content marketing enables architects to maintain a direct line of communication with specific audiences. It is more efficient when architects are targeting professional clients, as developers, project managers, constructors.
Newsletters can promote updates on information they are in constant need: Feasibility data, costs estimates, industry insights, etc. They also can include
Networking and Collaboration
Content marketing can be a tool for networking and collaboration. Collaborating with other professionals in the industry, sharing guest posts, or participating in online communities can expand the architect’s reach and connections.
Other professionals in the industry can help to provide more quality, informative, high-in-demand content for your targeted audiences.
Notoriety and Visibility
Quality content from architects can capture the attention of other content creators as well as media outlets. Documenting their own content, they cite experts, articles, whitepapers. Interviews contribute to even wider public exposure.
Other websites that cite authoritative sources provide valuable backlinks. As a key element in search engine ranking algorithms, they drive more traffic to architects’ websites or blogs.
Architects’ Content Marketing Organically Bring more Clients and Projects
Consistent content creation keeps architects top of mind with their audience. When individuals are ready to hire an architect or recommend one, they are more likely to think of the professional who has consistently provided valuable content.
Architects’ content marketing opens up channels for interaction with the targeted audience. They can receive feedback, answer questions, and engage in discussions with potential clients, which can contribute to a more meaningful and personalized client experience.
In summary, content marketing is a versatile tool for architects to not only showcase their work but also to build relationships, educate their audience, and establish themselves as leaders in the field. It’s a long-term strategy that can yield substantial benefits in terms of brand awareness and client acquisition.
Dear architects, still not convinced? Content marketing brings more clients and new projects.
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