How to Connect Your Brand to Architects Through Content Marketing
Given the particular needs of architects, companies might benefit from rethinking their investments in traditional marketing actions, such as printing media or attending trade shows, and considering more economical and practical strategies linked to generation. of content.
Known as content marketing, these actions are based on content (online articles, infographics, videos, etc.) distributed over digital media to deliver a valuable message to potential customers instead of directly promoting the product or product. Mark. Through this strategy, manufacturers and suppliers of building materials can generate meaningful connections between potential customers who not only seek out this type of content but also appreciate the message it contains.
With useful information that also touches on uncertainties or typical questions, such as How to properly design and build a kitchen, we can create content that is much more than empty advertisement.
By producing content that architects can relate to, your brand will be seen as a company that knows the needs of its clients and is ready to help them find the best solutions for their projects. This will encourage your product selection, increase engagement with your brand, and turn potential prospects into loyal customers!
To help you with this task, we’ve put together 4 tips with specific examples that will walk you through creating engaging and effective content so your brand can start building a solid content marketing strategy.
1. Find general themes that allow you to use your product as an example
Don’t overwhelm your audience with obvious ads. Instead, entice them with a topic of interest related to your product so that you can subtly let them know and appreciate your brand. The article How to properly design and build a kitchen is a prime example. The company in question achieved favorable engagement with its target audience through informative illustrations that answered an important general question about home design, ultimately promoting their products. This very useful and shareable content has become one of our most read ArchDaily articles in recent years.
2. Present your products from a technical point of view
As the results of our latest survey of how architects specify materials show, in addition to evaluating the appearance and quality of products and materials, architects choose the solutions they will work with based on technical information. that they can get from the manufacturer. Therefore, the focus should be on providing practical and valuable content regarding aspects such as how the product is to be installed.
For the article What is IC and How to Design a Continuous Insulation System, the company in question has developed 3D models of their products to help architects understand how the system works and how the system works. implement in their designs. You can also include technical material such as high resolution drawings, information tables and installation videos. In this particular case, a window company shared AutoCAD files for its products so that architects reading the article could include them directly in their projects.
3. Make it a priority to show off your installed products
For architects, it is crucial to understand what the installed product looks like and how it behaves over time. Thus, in addition to providing technical information, focus on the presentation of your products installed and used in various architectural projects. A picture is worth a thousand words, and the article “Translucent and breathable facades: 8 tips for integrating wire mesh into your building” is a clear example. High-quality photographs of applied products or moving images that show the vibrancy of certain materials help engage audiences.
4. The title is the key
And it should always answer questions and inputs that your target audience will be looking for on Google. In our experience, “how-to” titles work very well, such as How to Properly Design and Build a Kitchen and Concrete Blocks in Architecture: How to Build With This Modular, Inexpensive Material. Another good strategy is to create lists that indicate a set of tips that could be of great help when researching a design: Translucent and Breathable Facades: 8 Tips for Incorporating Wire Mesh into Your Building.
A fundamental part of implementing a successful content marketing strategy is delivering the content to the specific channels of your audience. In the case of architects, those channels are specialist websites like Architonic and ArchDaily, and of course, social media. We can help you with that too! Because after more than a decade of talking to the world’s most influential architects and listening to the needs of manufacturers, we’ve created two new products that aim to connect the two worlds through highly relevant content:
With Highlight, your brand has the ability to publish their original articles on the world’s most visited architecture website, showcasing them on ArchDaily’s home feed – which has over 160 million pageviews by months – and the ArchDaily Daily newsletter with 570,000 subscribers. On the other hand, if you prefer to ensure high visibility for your brand with an article written 100% by the editors of ArchDaily – the ones who have become experts in delivering relevant content to architects around the world – Spotlight is your best choice. This is a bespoke editorial article on a topic of your choice, 100% written by the experts at ArchDaily and featured in our high-visibility channels, the ArchDaily homepage and the ArchDaily Daily newsletter, as well as than our Facebook page with over 2 million subscribers.
So if you want to speak to your audience in their language, having the credibility and support of ArchDaily, these are the products that will make your brand stand out.
Let us tell your story!