In our previous article we wrote about the importance of standing out from the competition by generating content that readers find valuable; this will ensure that they associate your brand with engaging instruction--and hopefully turn them into a loyal client!
In the following examples we created articles based on what we identified as interesting for an architect in regards to products or materials. Through useful information that also touches on common uncertainties or questions--like How to Correctly Design and Build a Kitchen--we can create content that is much more than an empty advertisement. Producing useful tools and guides facilitate the specification of your products in architectural projects.
Below we highlight three new tips that will help you connect with potential clients through a strong Content Marketing strategy:
1. Create Collections
Create a collection that shows a line or series of products along with their respective technical specification info. If you think that one of your products lacks inherent attractivity, think about presenting it within a group that emphasize said products potential, as you can see in Roofing Guide: 26 Types of Tiles, Sheets and Membranes to Cover Architectural Projects
2. Make it a Priority to Show your Products Installed
In addition to providing technical information, make it a priority to show your products installed and in use in different architectural projects. A picture is worth a thousand words and the article “Translucent, Breathable Facades: 8 Tips for Incorporating Metal Meshes into Your Building“ is a clear example.
3. Include Technical Material
Include technical material within the article. High-resolution drawings, information tables, installation videos are a must. In this particular case, a window company shared AutoCAD files of its products so that readers (clients and potential clients) could include them in their projects.
At ArchDaily you can find many more examples of articles that link products, materials and projects from our partners. Visit our “Materials” section to see technical and informative content that architects value.
Stay tuned for our next dispatch that will include even more tips for generating engaging content for your clients and potential clients. Soon you’ll be an expert in Content Marketing, too!
How to Generate Content That's Interesting for Architects (Part 3: The title is Key)
In our last two articles we've given you a set of tips for presenting your products and materials to architects through content that they value so that you can develop interest in your brand. This strategy is called Content Marketing and its purpose is to give such useful information that potential clients become loyal to your products.
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.