Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
Dom here, I’m a Technical Writer and part of the content team here Insynth.
We’re a marketing agency helping focused on helping all area of construction stand out from the crowd so that when projects start, specifiers, architects and contractors choose our clients.
With a huge focus around content, be it blogs, social media posts or even email marketing, we have to ensure that the copy we produce doesn’t just rank highly on search engines, but what we’re saying is relevant and correct to a technically minded audience.
So, here are some top tips.
The most important factor in whatever you’re writing is knowing who you are writing for. If it’s a introductory cookbook, make sure explain the basics, if it’s an in depth mechanical guide for a Ford Cortina, you’re going to need to be incredibly specific. And it’s exactly the same when writing to a technical audience in the construction industry.
Whether you’re writing for an architect, specifier or contractor, your approach needs to tailor made to suit their expectations.
For instance, an architect is going to want to learn why your product make projects run smoothly and adheres to the latest legislation.
A contractor might want to understand how easy something is to assemble or what the lead time is.
Each group isn’t going to be too bothered about the other’s interest, so knowing who you’re talking too helps build a strong footing and a solid relationship.
Don’t be afraid to use jargon. If you speak the language of your customer, it starts the relationship off on a strong footing. There’s no point wasting words explaining complex terms or industry specific criteria if there’s a known industry word or phrase that can sum it all up.
Keeping them engaged and speaking on their level really helps create a strong working relationship.
And if you’re worrying about alienating those that don’t understand the jargon you’re using, don’t. Those that don’t understand aren’t going to be your target audience, so there’s no need to bend over backwards for them.
If you did want to attract them, you can use links to other blogs on your site that might help explain to the uninformed some of the more complex terms in the industry.
As long as you know who you’re talking too, you know what the content should consist of.
You might think this goes against writing for a technical audience, but it all ties into the buyer’s journey and lead nurturing, which you can learn more about in some of our other videos.
If you’ve heard the term ‘keeping you cards close to your chest’ then you’ll understand what we mean. Nobody wants to be bombarded with pages and pages of information. Stick to the essentials you’re trying to get across and get straight to the point.
This is for two key reasons. One, too long and it’ll bore your audience, they’ll never finish a 5,000 word article and will move onto something far shorter, likely from your competitor. And 2, you want to leave your customer wanting more, just as they’re thinking ‘I like these guys’ at the end of your blog, hit them with a call to action and start a conversation.
And that’s it.
Those 3 key points are a great way to start appealing to technical audiences.
Defining who you’re speaking too, speaking their language, but make sure you keep it short and sweet will help convert those prospects into customers.
For anything else related to construction marketing then make sure you sign up to Insynth’s newsletter or book an appointment with one of our team.
I’ll see you next time.