Content Formats: 4 Highly Engaging LinkedIn Post Types For Architects (With 27 Prompts)

May 14, 2023

Tyler Suomala

Founder of Growthitect

The reason that most content strategies fall short is actually really simple: people run out of ideas.

After 18 months of experiencing insane growth by posting every single day on LinkedIn, I can tell you that the most important thing is consistency. And if you want to be consistent, then you need to be able to generate valuable ideas quickly and easily.

The value of great content is infinite. Think about it: social media is free marketing. If you figure out how to capture the attention of your ideal client on social media, then your cost of acquisition will decrease dramatically.

Need an example? Since I started this newsletter 7 months ago, I have grown it to over 1,700 architects without spending a dime. (Which is great because kids are expensive and I have two of them.)

Most of my subscribers have come from LinkedIn. Others have come through referrals or after hearing me on a podcast (also free). Last month, 397 new subscribers came to Tyler Tactics organically (Hi, new friends!! 👋).

If you share value, they will come. “Value” is defined by your audience. You always always always need to keep your audience in mind. Everything you write should be tailored to them.

In my case, my audience is…you - architecture leaders that want to win great projects with amazing clients for deserving fees.

Your audience is different. What’s your transformation statement? What is your ICP and whose attention are you trying to get? It might be growing families or small businesses or developers. Whoever it is, make sure that your content is written specifically for them.

So how can you get started?

As a firm leader, you don’t want to neglect the power that social media has to attract high-quality clients for very little cost. But in order to attract, you need to be consistent.

One of the most effective strategies for consistently generating valuable content is the use of different types of content. It helps break down your ideas so that you can use them in different ways.

Here’s 4 different types of content you can use along with some prompts to help you get started:

01 // Listicle

What is it? It’s all in the name. A “listicle” is simply a list of items or actions related to a specific topic.

Why does it work? Curiosity is a great attention-grabber. And people are naturally motivated to read an entire list when they see one so that they can compare with their own expectations.

What are some prompts?

  • Steps for choosing an architect

  • Questions you should ask an architect

  • Benefits of hiring your firm

  • Indications around your home or office that you should talk to an architect

  • The process of working with your firm

02 // This vs That

What is it? A relevant comparison between two things.

Why does it work? People like being right or getting confirmation of their own thoughts and ideas. This specifically works well if you frame it as a “Good vs Bad” or “You vs Others” situation. Your audience will want to make sure that they are in the correct bucket, so they’re more likely to engage with the content.

What are some prompts?

  • Prepared client vs unprepared client

  • Helpful client vs hurtful client

  • Cheap materials vs luxury materials

  • Architect vs contractor

  • Good architecture vs bad architecture

  • Healthy spaces vs unhealthy spaces

  • Natural lighting vs artificial lighting

  • Prefab vs custom

03 // Educational

What is it? Teaching your audience how to do something that will improve their life or business.

Why does it work? Educational posts usually get lower engagement but attract higher-quality clients. Engagement is lower because educational posts tend to be more specific. But the quality of engagement is higher because those that engage are more likely to be within your ideal niche. Educational posts are also great for building rapport with your audience and exemplifying the value you can bring to the table.

What are some prompts?

  • How to conduct a search for an architect

  • How to select materials

  • How to build a renovation budget

  • How to estimate building or renovation costs

  • How to design a space

  • How to design an interior

  • How to make your home/office/building more energy efficient

04 // Contrarian

What is it? A statement or idea that challenges the status quo.

Why does it work? Contrarian posts tend to be emotional triggers. People either whole-heartedly agree or strongly disagree. As a result, it typically drives great engagement. (For what it’s worth, I only get really angry comments like twice a year - it’s not super common so don’t let it stop you!)

What are some prompts?


  • Is LEED certification necessary?

  • Expensive materials aren’t the best materials

  • Expensive products aren’t the best products

  • Red flag(s) when hiring an architect

  • Why you should/shouldn’t do design-build

  • Design is/isn’t the most important part of a project


Social media is a low-cost marketing tool with great potential to attract high-quality clients. In order to utilize it well, you have to consistently post content that is valuable to your audience.

To help breakdown your content creation, use different content types like:

  1. Listicle

  2. This vs That

  3. Educational

  4. Contrarian

Happy posting!

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