What is content marketing anyway?
In the old days, advertising made you buy stuff and editorial was there to entertain, inform and/or inspire. Then a new hybrid crept in: content marketing.
The clue is in the name: content marketing uses content (e.g. text, images, presentations, media) to increase brand awareness via customer-focused marketing. When done well, it’s appealing, useful, shareable and memorable. It can change how others view your brand and brings new business. It’s something you are definitely able to do.
The advantages of content marketing are multiple. Read more in our recent post on becoming a thought leader.
Where do I start?
Simply, you start with the specifier. Every piece of content should address the things architects and designers need, and want, to understand.
Let’s say your firm appoints a new Specification Sales Director.
Don't think: “We should write a blog introducing our new Specification Sales Director.”
Do think: “We should interview our new Specification Sales Director about the three key things to know before specifying our product.”
The second option, an advice piece, will have much wider appeal, be extremely useful and have a longer shelf life. Customers will return to it, knowing they can access helpful, relevant advice.
Vary the content
No two content marketing plans are the same. Yours might include some of the following:
blogs
regular newsletters
infographics
white papers
social media posts
podcasts
CPD (continuing professional development) sessions
Mix things up and you’ll create a compelling showcase that sells products while cementing your reputation as an expert.
While your overall content should be varied, don’t try to say too much at once. Pick one or two brand-related themes to start with. Use these to showcase your knowledge and expertise. And don't forget: everything you create must be truly useful to your audience. It’s always worth double checking: are these the themes architects and designers really want to explore?
When you’ve done all the hard work, don’t forget to spread the word! Use every channel available to you, from your website to newsletters and social media. Get it right and people will look forward to receiving your content.
You’ll be surprised how easy it is to turn many of your existing resources into shareable content. Subscribe below to receive our latest tips and inspiration on how to create an effective content marketing plan.