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. Content Marketing can take the form of online articles, videos and tutorials that target a specific audience.
In this edition, we’ll be focusing on important tips for generating engaging titles and attractive images that help to successfully deliver your message.
1. The title is key
And it should always respond to the questions and search inputs that your target audience will be searching for on Google, Bing, etc. In our experience, “how to” titles perform well: How to Correctly Design and Build a Kitchen and Concrete Blocks in Architecture: How to Build With This Modular and Low-Cost Material. Another title strategy that works wells points to a group or sets of tips: Translucent, Breathable Facades: 8 Tips for Incorporating Metal Meshes into Your Building.
In buildings where openness, brightness, and outward views are highly valued by the users of our projects, glass predominates as an exterior cladding in cities all around the world. This forces us to look for options that can manage the excess of solar radiation and maintain thermal comfort in all seasons, without obstructing the views or darkening the interior spaces.
2. The image associated with the article is equally as important
Architects love descriptive drawing formats that show how to resolve complex issues. We’ve also found that high-quality photographs of applied products, or moving images that show the dynamism of certain materials help to engage the audience. Keep in mind that there will be one image that your audience will see before even visiting the article when the link is shared on Facebook, Twitter, and other social media—so choose wisely!
We hope these concrete examples help you reach architects with articles that they will like and, in turn, share. By serving content that provides relevant information that architects will find useful in their day-to-day work, you can see an increase in leads and engagement with your brand. ArchDaily can guide you through applying these tips and help you surpass the results of traditional marketing.
For more tips on how to reach architects through content, go to our previous posts:
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!