What is 'shareable content' and how does it fit into your architecture marketing strategy?
This past week I’ve had a number of small but significant wins across my own marketing channels, and I think it’s useful to share them, because they are the kind of positive outcomes I help my clients to achieve in their architecture marketing.
They include:
The Fifth Estate republished my story about Clinton Cole and BIM, and promoted it on LinkedIn:
A Perth-based design platform promoted my article on PR for Architects in their Instagram feed and stories, to an audience of 14,000 followers; and
ArchiTeam got in touch after seeing my call-out for contributions on Twitter, and we are now developing an event together as part of the upcoming Open House Melbourne in July. (You can add your two-cents worth to the Twitter thread, or on Instagram).
Another great piece of archi-marketing content that was widely shared last week - across the profession, globally - was the excellent ‘How not to be a Starchitect’ by MUF - which I’ve seen shared on several different profiles across a couple of platforms.
Yet example is this article on indigenous health infrastructure by Andrew Broffman of TheFulcrum.Agency, which was originally published on their website, and which I included in last week’s issue of The Drill.
‘PR for Architects’ on Spreading Roomers
All of these activities are great examples of how strategic and deliberately created content can generate attention for your practice. Shareable content can help your practice be seen by the right people (your ideal clients) and also increase your overall brand awareness – among your peers, potential clients and the general public.
As a result of my three little wins, my Instagram audience has grown (slightly, but still!); my email subscriber list has grown, and people have seen my work and viewpoints across different channels that convey “social proof”.
This concept of creating content that will generate buzz - and be shared by your followers and ideal clients - is something I learned about from Jonah Berger, who wrote a book on the subject called Contagious.
I haven’t read the book yet, but I’ve accessed the free resources on Jonah’s website, including the six steps he recommends to create shareable content: the Contagious Framework (STEPPS). I’ve printed out a copy and pinned it up next to my desk.
So as well as creating content for your website, blog or social media that will drive traffic and feed Google’s SEO bots, it’s useful to create valuable, informing and entertaining posts, which have the potential to be organically shared.
Keen to work with me on your business development and marketing?
If you’re interested in finding out more about how I can help refine your marketing and communications strategy and activities - including creating this type of content - check out my Review + Reset package here (enter your details to obtain pricing and then email me back if you’d like to find out when the next available start date is).