Content For Busy Architect
An architect has a tonne of things on their to-do list. Their focus is in designing homes and buildings which rise from paper to the ground. They prioritise the hard stuff.
Like any other business, these architects need a stable marketing plan for them to have a consistent flow of projects. Unfortunately, marketing, particularly writing an article or a blog post isn’t always a part of their to-do list. Writing is as time-consuming as drawing architectural plans and for some, this task is harder to accomplish.
Moreover, the architecture industry is still guilty of writing with professional and theoretical jargons. Some architects or architectural journalists unintentionally write something esoteric, unaware that those people and professionals outside the realm of architecture and construction industry cannot relate to their messages. They still heavily rely on 2D, 3D photos and virtual reality presentations to fully showcase their work.
Small architecture firms are always open to acquiring talent from outside their industry to help them produce content for both construction industry professionals and ordinary people.
Finding freelance writing opportunities
Architects who are immediately in need of marketing or writing assistance advertise opportunities in websites for job seekers such as Upwork, Elance, Freelance, and more. Huge architecture and design go-to-places such as Dezeen and Archinect also post job opportunities on their website. Archinect, in particular, has its own firm directory where you can get the company’s website and email addresses which you can use to contact the firm directly. Be confident in expressing your interest for the job. Show them that you’re the best candidate for this position and you’re not going to waste their time and money.
More importantly, here’s how you can produce a generally convincing written material that is not professionally hazardous to the architecture firm who hired you:
Engage with the team so they can help you with the content
Small architecture firms only need a content marketing guy (or girl)—the producer of all the content for the company’s website, the social media channels, newsletters, brochures, and other marketing materials. With this workload, you’re going to need people who will help you with the content. The best way to get content is to interview the architects who pioneered the projects you’re going to write.
Engaging with the team who actually designed the structure enables you to get first-hand information. It helps create an article that shows their expertise and their personality. These are things that you need to show to your audience and potential clients for them to connect with the organisation you represent. The actual quote from the architect adds authority and credibility to your content.
This doesn’t necessarily need a formal interview setups—video calls and chats are efficient ways to interact with the team. Just find an angle of your story, construct interview questions based on that path. The knowledge and information you will pick up from the conversation will be a great addition to your research and your words.
You provide the perspective
While some writers prefer to write in the third person, you might engage more readers if you construct images from the first person objective. It makes your readers feel like you’re not selling anything to them. Instead, you’re giving them a tour of the structure that you saw. Let them see the structure using photos but let them experience it with your descriptions.
The important thing is, to be honest with the readers. Avoid bluffing because it doesn’t make the structure any better in real life.
Homes and buildings are best framed with emotions. As our architects in Superdraft Pty. Ltd. say their craft is an emotional business. It takes inspiration to design a space that makes people burst in happiness, delight, and satisfaction once it’s finished.
When writing for architecture, picture things clearly as if you’re writing a novel. Set the scene so your readers can get a hold of the structure’s vibe as well as the social, economic, and cultural background. Let them understand your impressions on the physical structure and why it felt that way.
Ask people rhetorical questions
A question as your headline is clickbait—it gets more views and shares (e.g. Buzzfeed quizzes). However, we have to avoid using closed questions as titles because your readers can answer “no” to it. While the title itself gets traction, the title itself looks like a rumour or an alternative fact.
Instead, use questions that don’t demand answers from your readers. Rhetorical questions make your topic more interesting as they read the write-up further.
Use Figures of Speech
When writing about inanimate objects like homes and buildings, I prefer using three figures of speech namely simile, metaphor, and personification.
In simile and metaphor, descriptions of a property are clearer when you compare it to something that is already familiar to the readers. While in personification, you attribute human characteristics to the elements of a space to make it relatable.
Feed them with memorable lines
As you eliminate the jargons in architecture writeups, you’re licensed to inject humor into your piece. You are supposed to keep the readers interested in architecture not help them sleep! Therefore, make your readers laugh or giggle at some point of the article. You can also show-off the satirical genius in you. Serious subjects like architecture can be funny too, but the writer has to be very clever with the thought, diction, and phrasing.
The end goal: Successful communication
The design and build industry’s product needs highly visual presentations. More than photos and videos are the well-written articles which convey ideas and realities that can’t be expressed through visual means. Writers should open possibilities, end uncertainties, and provide clarity in the minds of the people who read the piece. Your words should complete a successful communication of ideas—from making intricacies of architecture a comprehensive, relevant, and interesting until clients are persuaded to buy those designs.