Supporting specifiers through your content mix
A well-rounded content mix is essential not only to cater to varied learning styles among your audience, but also to meet their needs at every stage of the project process. Specifiers are busy juggling numerous tasks and deadlines, so it’s important to provide the right content at each stage to support them in making informed decisions.
Some specifiers might prefer visually driven content, such as images, infographics, or quick videos, that delivers information at a glance. Others may prefer to dig deeper into more thorough materials such as white papers or detailed product guides, in order to assess a product’s technical specifications. It’s more than likely a mixture of both, depending on where they are in the project process.
Emphasis on visuals
At the beginning of a project, specifiers are often seeking inspiration. During the ‘Concept Design’ stage, they are more open to exploring new materials that align with their initial vision for the project. Visuals are therefore key here, as it’s all about capturing the design possibilities of your product. Quick case studies that use lots of great photography and/or video content are perfect formats for delivering quick, visually driven content.
Real life examples
Once a specifier has a project concept or idea in mind, they’ll look for examples of similar solutions. In-depth case studies, ideally including interviews with specifiers, installers or contractors, are ideal at this stage, showcasing how your product has been successfully used in comparable projects. Be clear on exactly which products have been used in the case study, any problems they helped to solve as well as plenty of visuals to help specifiers quickly assess if your product aligns with their vision.
The importance of technical information
Technical information plays a crucial role throughout every stage of project design. In the ‘Concept Design’ stage, concise overviews allow specifiers to quickly gauge whether a product meets the fundamental requirements for a project, such as sustainability credentials or essential compliance with fire or acoustic standards.
As the project moves into the ‘Technical Design’ stage, specifiers need in-depth information to ensure precise application and compliance. Comprehensive product guides, technical sheets, testing certificates, EPDs and white papers become invaluable at this point, offering the granular details specifiers require to finalise their choices with confidence.
The role of CPDs
CPDs play a vital role in educating specifiers, offering them the knowledge they need to make informed design decisions. General CPDs introduce new topics, product categories, or concepts, giving specifiers foundational insights early in a project. More specific CPDs provide in-depth technical detail or guidance on specific applications, making them invaluable at later project stages when precise product selection and compliance are key.
The ‘Concept Design’ and ‘Technical Design’ stages are two of the eight stages of the RIBA Plan of Work. Many interior designers follow a similar process with the BIID Interior Design Project book. By understanding these processes and providing a thoughtful content mix, you can support specifiers throughout their project, ultimately leading to successful project outcomes and positioning yourself as one of their trusted advisors.
Looking for help with your content mix? Drop us a message and we’ll be in touch.