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Leo Burnett, the famous advertising executive, once said: “What helps people helps business.”
Archmark evaluated nearly 600 architecture firms’ websites and found that they did not do a very good job of helping prospective clients, which does not help architects.
Architects are often frustrated when prospects don’t understand their role or the value they offer. Clients who don’t know what they do or the value of their services are always pressuring them to lower fees or accept low-value, low-fee work.
We found that many companies are not using search engine optimization effectively to attract and find high-value clients online.
Bloggers have trouble with blogging, which is a crucial component of implementing a content marketing and SEO strategy.
Most architecture firms have blogs. However, instead of writing articles to build trust with prospective clients, they focus more on internal news, announcements, and topics than on questions and issues that are actually important for future clients.
This ultimate blogging guide will help you develop a content marketing strategy that will attract the ideal clients for your architecture firm.
What Is Content Marketing?
For simplicity, Content Marketing is a marketing strategy that focuses on creating, publishing, and distributing strategic content to a specific audience.
Content marketing can include any content you create, as long as it has a primary purpose of helping you connect with a particular audience.
Included in this is:
- Blog articles
- Downloadable eBooks and Whitepapers
- Social media posts
- Podcast
- There’s much more
You can use them all to connect with and attract your target audience through online channels such as your website, Google search, social media platforms, and email.
Chitika reports that 95% of Google searchers never go beyond the first page.
How do you find yourself on the first Google page?
Experts agree that increasing online visibility and trust by using SEO-friendly content for your website or other platforms can be a more sustainable and effective way to attract relevant, high-quality website visitors.
Why every architect should blog
According to Impact, 77% of internet users read blog posts regularly, and Demand Gen reports that 71% of B2B buyers consume content from blogs during their buying journey.
Many people use blogs to make major purchases.
Content marketing is a crucial part of any successful architecture firm’s strategy. But why?
It’s accessible
Content marketing is so easy to use that anyone can start today. You only need a laptop, some time, and the desire to learn best practices. According to Demand Metric, it’s 62% less expensive than traditional marketing.
It Establishes Trust
Content builds relationships. Trust is the foundation of relationships. Trust is the foundation of revenue.
Andrew Davis, Bestselling Author of Brandscaping Unleashing Partnerships
Andrew Davis says it best. You need to make your prospects feel confident, especially when so much is at stake. They’ve probably never worked with an architect so that they will do some research.
Answering their questions and providing valuable advice can build a trusting relationship with your clients before you meet them.
It conveys your value.
Posting regular, SEO-friendly articles on your blog will help prospective clients understand the value you offer.
- What You Do
- What you can do for them
- And your unique talents
The wrong prospects are filtered out.
Your prospects will also be searching the web for the perfect fit, just as you do.
By positioning yourself clearly in your content, you can help clients who are not a good fit opt out and attract clients who are a better match.
How do I start blogging?
Skyler Reeves is the CEO of Ardent Growth, and he sums everything up perfectly.
SEO becomes a lot simpler when you aim to create the best piece of content for a particular topic on the internet. This means doing the work, knowing [your audience] and wanting to help them. This means quitting the hacks and spam. You need to create a brand if you’re going to build a sustainable product. You don’t make a brand by cutting corners.
As Reeves said, if you want to develop a successful strategy for your architectural firm, do not cut corners. Start your strategy with research and a plan before you type one word.
Please continue reading to discover how we create effective blog posts.
Start with a Topic Plan for 3-6 Months
Why start with topic planning
- You can prepare your content in advance so that you don’t have to write “on the fly”.
- Your content should be designed to achieve specific goals so that it resonates better with your audience.
You will not get frustrated or worse; you won’t quit.
It’s best to plan your content for the next three to six months and determine what is worth writing. What will help your prospects?
3 Essential Content Types
We recommend that you stick to these three content types if you are stuck for inspiration or ideas:
1 FAQ Answers
According to Backlinko, headlines ending in a question mark get 23,3% more shares on social media than those that do not.
What are the most common questions clients ask you? What are they looking for before, during and after a job?2: Insider Insights
The Design & Building Industry is a complex industry with many hidden realities and unfair practices.
From local planning and zoning to unethical practices in the industry, everything is covered. Transparency, honesty, and openness about your business can help you build trust with potential clients.
3 – Pain Points
You can show your approach to reducing or eliminating these issues. Pain Points are also great for case studies.
How do you actually “market” your content?
Once you publish your blog post, effective content marketing doesn’t end. You can take several steps to ensure that your content reaches more people.
1 SEO
If your content is not optimized for search engines like Google, it won’t be easy to reach prospects. Here are some tips to “optimize your content”:
Keyword Research is the first step.
Many keyword research tools can help you identify relevant search terms that your target audience may use to locate your company or the services you provide online. You’ll need to choose 2-4 keywords that are relevant to your blog’s subject for each article.
It’s tempting to use broad, short-tail keywords like “architectural service,” but it’s not always the best strategy.
Short-tail keywords are more general search queries consisting of two or three words.
Long-tail keyword consists of three or more words.
If you want to rank for “real estate” in Wichita, then optimize for specific keywords.
Use your chosen keywords in the headers of your article (H1s, H2s, H3s, H4s, etc.) and throughout your entire text, in the code of your website and in the text of your article. It is important to keep in mind that keywords must be used naturally.
You’ve probably lost your prospects if you put keywords in the wrong places or “just for the sake of it”. This is known as “keyword stuffing”, and Google will penalize your site if you use keywords “just because”.
You can limit how many times you use each keyword to avoid keyword stuffing. Google does not have a specific recommendation for the number of keywords that can be used on a single page. However, a general limit of 2% is generally accepted. You would use a keyword no more than 20 times on a 1,000-word page.
Use semantically related keywords to avoid keyword stuffing. This method adds variety to the content and helps you create a more complete article.
2: Share this on social media
Share your blog posts on your social media accounts, such as Instagram, Facebook, and LinkedIn. You may be surprised at how many prospects use these platforms to research ideas and inspirations for their future projects.
Once you have written and published your article, create social media posts with an attractive graphic to accompany it. This allows you to expand the reach of your blog and let your readers share your content with their networks if they enjoy it.
