Kickstart your content planning - Part 1

Creating an effective content strategy doesn’t have to be tricky – or time consuming. You probably have everything you need around you.

Let’s start with two simple approaches for coming up with content ideas:

1. Put yourself in the specifier’s shoes.

2. Capitalise on your in-house expertise.

Understand the specifier

Ask ‘Why would an architect or interior designer care about this?’ and ‘What does an architect or interior designer need from me?’ to ensure every piece of content is meaningful and useful. Connect with the specifier on their level, in ways they find helpful and engaging – this is what separates content marketing from traditional marketing. Think about how you can share your expertise in ways that will make you the go-to resource for specifiers. 

Brainstorm with colleagues

Understanding the specific needs of architects and interior designers in relation to your product can be a challenge for a busy marketing team. Can your colleagues contribute content ideas? Sales and technical teams are often the ones having conversations with specifiers. Get your colleagues around the table to find out the most common discussions they are having.

Ask them:

• Which products are specifiers interested in at the moment?
  Content idea: Build case studies around these products.

• Which issues are architects and interior designers encountering when specifying your product?
  Content idea: Pick an issue for a CPD topic.

• Which famous architects have they worked with?
  Content idea: Request an interview with someone from that studio for your next blog post.

• What are the top five questions they get asked?
  Content idea: Turn these into a Q&A or FAQ blog post.

In our next journal, we’ll look at the importance of having a manageable content plan, and how to repurpose content to create consistency. Make sure to subscribe below so that you don’t miss out!