Content Marketing Strategy: How Architects Build Valuable Marketing Campaigns

After 2+ years of posting on LinkedIn every single day and nearly 70 consecutive weeks of writing a newsletter, one question I hear all the time is:

• How do you stay so consistent with your LinkedIn posts and newsletter?

The answer is two-fold:

1. Using a Content Matrix to make sure I never run out of ideas.

2. Creating a clear content marketing strategy that makes it easy to build upon themes.

I’ve covered the content matrix before but today I want to share exactly how architecture firms can create a successful content marketing strategy.

What is a content marketing strategy?

In simple terms, a content marketing strategy is a plan. It defines how architecture firms will create valuable and engaging content across multiple marketing channels. The main objective is to attract potential clients by making the firm’s value clear. How? By becoming a trusted authority in the market.

And, if done right, your content becomes a reliable source of pipeline. Let’s jump in!

How to build a content marketing strategy

For context, this is the exact framework I use with all of my work (Growthitect, consulting, contract work) and it works like a charm!

Here are the 5 steps of content marketing:

1. Choose a market

2. Identify filters

3. Create long-form content

4. Create short-form content

5. Build paid campaigns

I see almost every firm make the mistake of trying to create content in the opposite order to what I’ve listed above. They’ll start with paid campaigns or short form content. Then, when or if they find something that they like, they’ll try to produce bigger pieces of content around it.

Why is that a problem?

1. It wastes time because firms have to work upstream to make more and more content.

2. It wastes money because firms pay for campaigns that haven’t been proven to work.

Instead, architects should start with a central idea or theme and move downstream with their content. Here’s how to do it:

01 // Choose a market

Your market is the type or category of service that you provide. And I don’t just mean “architecture.” Markets are a combination of location and type. Here are some market examples:

• Midwest Residential

• Pacific Northwest Educational

• EU Institutional

Every piece of content you produce should be through the lens of your market.

If your content is not relevant and valuable to your market, then it’s completely pointless.

02 // Identify filters

Filters are themes and topics through which you connect with your market. Think of them as prompts for producing great content.

Here are some of my favorite filters:

• Market metrics, KPIs, and reports: How should our market measure and analyze metrics? Why do they matter?

• Case studies: How do you solve problems for your market?

• Common client pain points: What challenges does your market typically face? How can those challenges be resolved?

• Competitive differentiation: How do you approach your market’s problems differently than anyone else? Why is your approach the best?

• Industry news: What recent news and updates are relevant to your market? Why?

• Firm news: How will changes or updates in your firm impact your market?

03 // Create long-form content

Now comes the fun part - you get to produce content! We’re effectively creating a marketing campaign for architects and architecture firms. Choose one filter from above to focus your attention.

Long-form content is generally considered to be content that is greater than 1,000 words.

What are some examples of long-form content?

• Blogs

• Podcasts

• Webinars

• Firm newsletters

Produce 2-4 pieces of long-form content. This will take some time. But that’s ok because this amazing content will be used over and over and over, which you’ll see in the next step.

Make this long-form content the most valuable in your market.

04 // Create short-form content

Remember when I said that architects should move downstream with their content? Well, this is what I mean: you have identified your market, chosen a filter, and produced long-form content. Now you break down and recycle your long-form content into digestible short-form content for different marketing channels.

Short-form content is generally considered to be content that is less than 1,000 words.

What are some examples of short-form content?

• Carousel posts (on LinkedIn or Instagram)

• Image posts (on LinkedIn or Instagram)

• Text-based posts (on LinkedIn)

• Helpful comments & replies (on LinkedIn or Instagram)

• 30-60 second video clips (on LinkedIn or Instagram)

• Industry outlets (like magazines, events, or PR)

All of the links above are examples of short-form content of mine that has been produced from long-form content like newsletters or podcasts.

05 // Build paid campaigns

Whew, that was a lot! But here’s the best part - now you get to spend money on advertising that you know will work.

How? Out of all that content you just produced, there will be 2-3 standouts that performed better than anything else. For example, they got a ton of likes, views, or downloads.

Your paid campaigns should (1) repurpose the ideas of the best performing content and (2) direct your market to engage with your firm.

TL;DR

A content marketing strategy is a plan that helps architects build valuable marketing campaigns. The goal is to establish your service as an authority and attract more clients.

In order to do that, the content marketing strategy should start from your market and work downstream. Here are the 5 steps:

1. Choose a market

2. Identify filters

3. Create long-form content

4. Create short-form content

5. Build paid campaigns

And there you have it. A content marketing strategy that won’t waste your time or your money 🙂