As marketing shifts away from its earlier, more traditional format, it’s almost unthinkable that a company solely try to reach potential clients though conventional ads. And if we’re talking about reaching architects, this is even more unimaginable.
As we’ve seen in previous articles, in addition to valuing price and quality, architects chose the products they will work with based on the technical information that they can obtain from the manufacturer. It’s of vital importance for them to understand the installation process and the product’s performance over time. In addition, they need to be able to access and reference other works of architecture that have used the same material.
With the particular needs of the architect in mind, companies stand to gain by rethinking their investments in printed marketing materials and presence in trade shows and by considering marketing strategies related to the generation of content. This is know as Content Marketing and this practice’s purpose is to use articles in digital media to convey a useful message for prospective clients (instead of directly promoting a product or company). Through things like tutorials and videos, manufacturers and building materials providers can generate meaningful links between potential clients that are not only looking for this type of content, but who value the message contained.
We’ve collected 7 tips to help you create engaging and effective content so that you can stand out from your competitors. Below you will find the first two.
1. Present your product from a technical perspective
Don’t overwhelm the reader with obvious advertisement. Focus on providing practical and valuable content that presents the necessary tools for using specific products in projects. For the article What is CI and How to Design a Continuous Insulation System, the company in question developed 3D models of its products in order to help architects to understand how the system works and how to implement it in their designs.
2. Use general themes that allow you to put your product as an example
Attract the reader with a topic of interest related to your product so that you can subtly allow them to get to know and appreciate said product. In the case of the article How to Correctly Design and Build a Kitchen, the company in question achieved favorable engagement with their target audience through informative illustrations that answered an important, general question about home design--which ultimately promoted their products. This highly useful and shareable content has become one of our most read ArchDaily publications.
ArchDaily can help you position your brand through content that is relevant to architects. By integrating the core tenets of successful content marketing, a company can achieve increased visibility and awareness of its products on a scale that dwarfs the impact of print media or trade shows.
For more tips for generating articles that spark the interest of potential clients, stay tuned for our next message!
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For the architect, there is perhaps no greater frustration than realizing--at the end of the construction process--that the quality of the materials selected to complete the project, or the way in which said materials were installed, compromise the overall vision of the finished architecture.
If you want to understand the interests, aspirations and behaviors of architects that are 45-and-under, just perusing Bjarke Ingels' Instagram is an interesting and highly educational exercise... don't worry, we already did the job for you.