Content Marketing: 6 Big Wins For An Architect’s Blog

If you’re an architect, you’ve more than likely completed an array of projects that could be shared on an architectural blog to develop authority, expand your website traffic and generate new leads.

When you combine technical, descriptive writing with a strong architectural blog design, you can build a solid online presence, improve your web rankings and reach a wider audiences to win new commissions.  This is all part of a winning construction content marketing strategy.

A successful architectural blog needs so much more than text.  While your written content is an important part of your construction marketing strategy, visitors will be more drawn in by the visual proof that your architectural designs are show-stopping.  Use your blog to display high-quality images of your

• Sketches
• Projects
• New developments
• Office events

Here are our six reasons to showcase your work in the world of architecture on your blog.

Develop Your Authority As A Leading Architect

Before you blog, it’s important to find your niche.  If you try to cover too many topics on your architectural blog, visitors can find it confusing to understand exactly what it is you’re an expert in.

When you blog with consistency about the sectors that you specialise in, your content will naturally be specific and thematically linked.  Use your blog to highlight your skill set, whether it’s architecture in education, healthcare, industrial, commercial or residential sectors, or particular architectural styles.

In-depth research, genuine interest, technical knowledge and practical experience build the winning recipe for a top architectural blog that will strengthen your authority in the marketplace, making you recognisable as an authority in your field.

How Your Blog Can Raise Your Profile As An Architect

To expand your readership, share your blog posts on social media channels, promoting them from different angles to appeal to different markets.  Consider which social media platforms your market is active on, and target accordingly.

Use social media channels to discuss your blog posts with your followers to build your reputation.  Use your followers to test which style of blog posts are most successful in terms of engagement for your architectural company.

You should also take advantage of outreach opportunities to build rapport.  If you’ve completed a stunning project, ask for a testimonial that you can include on your blog.  If you use technical information from a reliable source to support your blog content, reach out to the writer asking if they would like to publish your content on their blog too, or promote it through their social media accounts.

Create Networking Opportunities Through Architectural Blogging

Blogging is a great way to connect with other like-minded people and collaborate with them.  There are thousands of people out there that you could be teaming up with to amplify your brand message and generate leads as part of your construction content marketing strategy.

To expand your architectural blog content, you may want to offer guest blogging opportunities to colleagues or experts that you’ve met through networking events.  Not only will this drive website traffic, you’ll also be more open to events and public speaking opportunities.

Guest blogging will add another layer of trusted expertise for every person who posts from your site.  Get your guest bloggers to link to their posts on your blog from their own websites to increase your domain authority. 

The more you empower your blog and construction marketing strategy with guest posts, the more contacts you will collect to help you with technical information and design practice.

Read our blog post on creating effective guest content here.

Tell Your Story Through Blogging

While facts and figures can be convincing, it’s stories that will sell your architectural services.  Prospects are far more likely to be gripped by an emotional resonance from your story – the WHY – than they are statistics that show you’re successful on paper.

In Simon Sinek’s Start With Why, Sinek explains that, ‘To inspire starts with the clarity of WHY’ (p. 66).  Sinek then goes on to discuss the principles of The Golden Circle.

When you blog, it’s worth telling your architecture story using the golden circle – a framework that helps you structure your stories in the following order: why, how, what.

The Golden Circle is based on so much more than a communications hierarchy.  Its methodology is deeply grounded in the neuroscience of human behaviour.  As Sinek says, ‘the power of WHY is not opinion, it’s biology’ (p. 55). 

The limbic brain is responsible for human emotional reactions.  This is the decision-making part of the brain, and it’s not usually affected by statistics or facts, it’s affected by stories with a strong emotional resonance that we simply can’t forget.  This is what drives sales.

So, fill your architectural blog with strong, persuasive stories that mark you on the map as remarkable, original and unforgettable. 

What does your company do that no other company does?  Why should people come to you and not your competitors?  Keep your buyers’ destinations in mind.  How can you get them there and beyond in a way that no-one else can?

When you show that your architectural designs meet the personal needs of clients, people will start to care about your WHY.  If your creative design process delivers more than just bricks and mortar, tell us about it.

Blog To Inspire Your Architectural Peers

What’s more inspiring than 100% dedication?  When you love what you do, and this comes across clearly in your architectural blog, your visitors will be inspired by your work and come to you with their projects.

Create and collate work around popular architecture topics that you know will generate interest, whether it’s interior design, refurbishments or residential architecture.

Make sure that your blog posts are aligned with your brand so that this is amplified to your readers.  To ensure that your brand is clear, try writing your blog posts with your buyer personas in mind.

Conclusion

By using a blog to display your architectural projects as part of your construction content marketing strategy, you’ll find your company ranking for an array of keywords in search engines, and you’ll be able to consistently build your brand image. 

Blogging will enable you to extend your reach, website traffic and network; visitors are more likely to reach out to the bloggers that are actively posting valuable, consistent content.

Use your architectural blog to build trust between your company and your prospects, expand your social media follower basis through valuable content, inspire your readers and generate new contacts through your inspirational storytelling.

How Insynth Can Help You

When you sign up for Insynth's Inbound Starter Plan, you can trial world-class sales and marketing technology to gain traction with lead generation. 

For less than the cost of one ad placement, or a fraction of the cost of a trade show, you can generate more high-quality leads than both combined would have produced.  For a small investment (not to mention our money back guarantee), Insynth will provide:

• A 2000+ word, high authority pillar post every quarter to form basis of a strategic topic cluster.
• 2 original technical blog posts of at least 500 words per month. The blog will be written exclusively for your business by our talented in-house content team and posted onto your website.
• Promotion of your blog posts on key social media channels (LinkedIn, Twitter & Facebook).
• Production of a quarterly eBook or Whitepaper to drive lead generation.
• Monthly Keyword Tracking and Reporting (up to 25 keywords).
• Monthly review meeting.

About Insynth

Insynth Marketing is a leading UK construction marketing consultancy based in Shifnal in the West Midlands. Insynth employ the latest inbound marketing techniques such as construction inbound marketing, to help building product manufacturers grow their businesses by aggressively driving sales lead generation activity. 

As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.

Reference

Simon Sinek, Start With Why (London: Penguin Random House, 2009).