Content marketing for Architects is a wonderful way to win the clients’ trust and loyalty. As a 3D rendering company, we’ve been working with different types of architectural cgi and know just how beneficial and profitable the subject is. For while intrusive ads irritate prospects, high-quality content provides them with valuable information on how they may improve their lives – using the services advertised. It allows to keep in touch with all the groups of customers – attract attention of new clients and maintain the interest of the existing ones, encourage those who are ready to start the cooperation and engage those who are just thinking about it. This way, content helps the architect to get more orders and raise the commercial success of the firm.
According to the Content Marketing Institute study in 2017, content marketing generates 3 times as many leads as traditional outbound marketing, and costs 62% less.
Moreover, high-quality content will work for the architect in the long run. Unlike the ads that provide only the short term sparks of the customers’ fancy, it will ensure a strong online presence of the business and attract clients for many years. To build a lasting relationship with the audience, the content marketing has to be implemented within a well thought-out system. Want to build an efficient strategy and get the fame of a thought leader? Learn 7 steps that will help you create a powerful content marketing system.
#1. Create the Portrait of an Ideal Client
To make sure that content marketing for Architects hits the target, it’s crucial to understand clearly who his audience is. To do that, one needs to collect the data on the existing customers and organize it in the CRM system or just an ordinary Excel file. After that, it is necessary to analyze all the info, summarize it, and create a generalized image of an ideal customer – the client avatar. To develop the latter, the following data is required:
- demographics – the name, age, location, occupation, level of education, annual income.
- goals and values – the primary goals the ideal client pursues, as well as personal and career ambitions that drive him. This info will help to create the content relevant to customers and show that the architect’s attitude to work meets all expectations.
- challenges and pain points – what difficulties related to the architectural sphere the clients encounter. What thoughts keep them up at night? Identifying these will allow to create the content that hits the target. This knowledge will contribute to creating lead-driving articles, white papers and adverts.
- objections and roles – the doubts people usually have about the architectural services as such and things that readers want to know before starting cooperation. This info will help to handle the objections effectively and without pressure on the reader who doesn’t like being sold to – through articles, or Frequently Asked Questions section on the website page. As for the role, it means that before writing, the Architects need to understand whether this buyer persona is the decision-maker or he reports to someone else.
- sources of information – where the clients get the info about the architectural services. It will help to identify the channels the target audience uses – for instance, write guest posts to relevant blogs.