Blogging for Interior Designers and Architects: Why It’s Crucial for Your Business
As an interior designer or architect, what role does blogging play in your digital marketing strategy? You already understand how important it is to showcase your work to potential clients with a beautiful portfolio and social media presence. But in a tight market, those basics often aren’t enough to convert views to new business.
Meeting your business goals today requires consistent, high-value macro content, which generates a steady flow of highly qualified leads. If you haven’t added a strategic blog to your digital marketing strategy, it’s time to reconsider.
Blog to raise your EEAT score
Consistent, high-value blogging raises your Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT) score on Google. This is a critical factor for ranking high on search engine result pages (SERPs). When you consistently create valuable blog content that demonstrates your authority, Google identifies you as a trusted source of information.
So think about your blog strategically:
- Pick architecture and design topics your audience will find helpful and interesting, and
- Craft useful posts that are easy for Google to scan and categorize.
Blog to cultivate backlinks
Blogging makes your site referrable, giving other sites valuable content they can link to. These backlinks are a key factor in improving your search engine rankings. They’re proof that other sites find your content useful! Make your content helpful and shareable, and gradually you can build backlinks that boost your search engine visibility. To get ideas for posts that can become backlinks, start by thinking of questions you frequently get from clients and strategic partners. For example, if your landscape designer always forwards the same questions from their clients, you can create a targeted FAQ resource just for that audience. Or if there are things you wish your design clients knew at the architectural planning stage, you could create a guide for that. Then share it with appropriate partners, so they can link to it!
Blog to consistently build KLT
Strategic blog posts are a versatile form of rich macro content, which can be broken down into micro content for email and social media marketing. You’ll also want to directly promote your full posts on these channels, providing a deeper dive into design and architecture topics that will interest them. Meet audiences where they are with useful content, and you’ll quickly build both your know, like, and trust (KLT) factor, and overall engagement.
Bonus: the more consistently you blog, the better your results will get over time. Your blog can become an evergreen library, full of helpful resources that get discovered and shared for years to come. (Especially if you add re-shares to your content calendar!) That means even more traffic, authority, and business over time… from stuff you’ve already created.
Blog to streamline content production
A well-planned blog helps you avoid many of the hassles of consistent content production. When you’re constantly creating content from a blank page, it’s easy to lose track of goals – and the time it’s stealing from direct revenue-generating tasks. Then you start producing content haphazardly, getting worse results, and spending more time on content than you thought was humanly possible.
Start with your firm’s macro/blog strategy, and you’ll not only know far ahead of time what you’ll be creating. You’ll be able to develop a routine for easier and more efficient content creation. Which also means, you’re less likely to need a lot of AI content (which Google may penalize) to keep up with your plan!