The Power of Self-Publishing: An Underutilised Strategy for Architecture Practices
As practitioners working in the industry, we know that architects provide value beyond delivering a quality built outcome. Self-publishing is emerging as an effective method of communicating that value.
In the past, we've found that architects have been reticent in prioritising capturing and sharing their expertise. Instead, they've utilised a "we'll show them" approach of letting the work do the talking, relying upon the built outcome to demonstrate value. However, the reach of this approach and the power to capture hidden expertise or a point of difference is extremely limited.
Getting a project published or producing thought leadership content is not a new concept - it expands the reach of your ideas and provides tangible evidence of your expertise. However, traditionally, architects have relied on established publications to showcase their knowledge and experience. While this has an element of prestige, the drawbacks include the need to access these opportunities via editorial gatekeepers, increased paid advertorial coverage, lack of control over content and angle, lack of insight into the level of engagement, and reduced opportunity to drive traffic to your website.
In the digital age, the option of self-publishing, of launching your strategically curated written, video or podcast content via platforms that you control, such as your social media channels, company website and database marketing, has emerged as a powerful alternative.
Here's why it's a game-changer for architecture practices:
Enabling Highly Specific
and Targeted Content
Self-publishing empowers practices to tailor their content to address the exact needs and interests of their target audience. Unlike generic marketing materials or content that must be pitched to a specific publication with its own thematic agenda, content can dive deep into niche topics, showcasing expertise and providing value that resonates with a specific industry audience.
Providing Direct Access
to Your Audiences
Getting your content published by established publications can be difficult and expensive due to the need to utilise an intermediary like a PR agency. Sometimes, there may not be well-established communication channels to reach potential clients or partners. Sharing your self-published content on your social media platforms like LinkedIn, Instagram and Facebook and “boosting it” via the use of sponsored posts is a relatively affordable way for practices to connect with their audiences directly.
Revealing Hidden Expertise
Many firms possess a wealth of knowledge and expertise that often remains hidden from the public eye. Self-publishing is an opportunity to showcase this hidden expertise, building credibility and trust among relevant audiences and raising the profile of your practice.
Building a Targeted Database
Effective self-publishing strategies involve capturing leads and building a targeted database of interested prospects. This database can be nurtured, leading to potential conversions and valuable long-term relationships with clients or collaborators.
Measuring success
Self-publishing via your own company website and social media channels provides direct access to engagement statistics that help you learn what type of content resonates with your audience and feed these measures of success into your future communication strategy.
At New Doors, we can help set your practice up for success with self-publishing, assisting with the implementation of the following practical measures:
Add a blog function to your website
A dedicated blog section is the central hub for self-published content. There is no need to produce content on a strict schedule; simply let it build over time as subjects and topics of genuine value arise.
Utilise the untapped potential of LinkedIn
LinkedIn, in particular, is a powerful platform for self-published content due to its corporate focus. It is possible to target very specific industries and business types through sponsored posts.
Identify, plan and produce great content
We haven’t yet come across a practice that doesn’t have potential for a myriad of great content on how they solved tricky problems, apply tried and tested processes and developed elegant solutions that save their clients time and money.
Establish a digital contacts database
Sponsored self-published content can actually be leveraged to build your contacts database. It is relatively affordable to establish a digital contacts database that is integrated with your website, allowing you to capture prospects, industry peers, and influencers and engage them directly via database marketing.
Integrate your digital communications platforms
To multiply the benefits, firms should integrate their website, database, email marketing, and social media efforts. A cohesive approach ensures that appropriate content reaches the right people at the right time.
Self-publishing thought leadership content is a potent yet underutilised strategy that architecture practices should explore. It allows them to harness their expertise, reach specific audiences, and establish themselves as authorities in their respective fields. To reap the full rewards of this strategy, practices must invest in building a robust online presence, engaging with their audience through various channels, and regularly providing valuable insights. In doing so, they can position themselves for long-term success in an increasingly competitive marketplace.
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