Why isn't my content working?
For five years, I worked hard, creating lots of content.
Articles, social media posts, videos – you name it, I did it.
But for four of those years, it felt like I was talking to a wall.
Hardly anyone saw my work, and even fewer responded.
I kept asking myself, "Why isn't my content working?"
Every day, it was the same story.
I'd look at my content ignored by the world.
It was more than just a job problem. It started to get to me.
It was tough on my mind, making me doubt everything.
I talked to a content creation expert, a friend of mine.
And he told me that it wasn't about how much I posted.
My problem was the content itself.
It wasn't what my audience needed, and it didn't help my business.
It was a tough lesson, but it changed everything.
This letter is dedicated to all those architects who are creating tons of content, but are not getting the right results.
Because they may be making the same mistakes I made: creating misaligned content.
They don't teach you this in architecture schools
In architecture school, design and aesthetics usually take the center stage.
That’s why we’re used to overlook the power of content.
But even the most visually stunning portfolio won't make an impact if it doesn't speak to the right audience.
As architects transitioning into entrepreneurial roles, it's crucial to understand that content is not just about what you want to express.
You have to focus on what your audience wants to hear.
Identifying Your Audience
Your clients are not just looking for architectural expertise.
They are looking for solutions to their problems.
Whether it's a need for functional space, a desire for sustainable design or simply an aesthetic improvement.
Step into their world.
Understand their challenges, aspirations, and pain points.
- Are they tech-savvy professionals seeking smart home solutions?
- Or are they eco-conscious clients looking for sustainable designs?
You should know them better than they know themselves.
I will give you an example.
We help small and medium-sized architectural firms to grow their business.
And we were analyzing one of our Buyer Personas: Javier Manzano.
It’s a fictional profile, for a small architecture firm owner in Spain.
Its main objective was to increase its revenue streams for the following year.
So we went down analyzing their Pain Points:
- Specific Work-related Challenges
- Business Skills Gaps
- Work-life balance
- Mental Health and Stress Levels
And this is what we got.
We also went down analyzing his Financial Situation.
And we got a lot of useful informations that would help us create better content.
If I could only give you one piece of advice, it would be this:
Go as deep as you can when analyzing your Customer’s Profile.
You will thank me later.
My tip: Understand your audience to tailor your content effectively.
🎓 Ever feel like you're shooting in the dark when it comes to understanding your clients? Illuminate your strategy with the Audience – Customer Profile Sprint. This is about more than demographics; it's about understanding their desires, challenges, and what drives their decisions. Tailor your designs to resonate deeply with your clients.
Speak Their Language
Once you know who you're talking to, the next step is to communicate in a way that resonates with them.
Avoid industry jargon that might sound impressive but is alienating.
Use simple, clear language that conveys your message effectively.
Remember, clarity is key in communication.
Keep it Simple (Stupid).
Engaging Content is Relevant Content
What are the trending topics in your field?
Are there new regulations or technologies that your audience should know about?
Offering insights on these topics positions you as a knowledgeable source in your field.
But more importantly, it shows that you understand the current landscape and are equipped to handle contemporary challenges.
In our case, we help business-oriented architects to solve specific problems with their architecture firms.
That could be:
- Raising their fees
- Building an audience on LinkedIn
- Defining their email marketing strategy
- Increasing the value proposition of their services
So we create and distribute content just for them.
- Short snack on LinkedIn
- Longer format articles with these letters
- Actionable and on-demand lessons with Sprints
- Personalised programs with Consulting Sessions
1) Everything starts with Snacks or short form content on LinkedIn, triggering their Pain Points or Ambitions.
2) Then we continue with longer format articles, going deep in into their challenges (like this one).
3) And we provide them with actionable and on-demand lessons, so they can improve those skills by themselves.
4) In case they any help implementing these solutions, we follow-up with personalised Consulting Sessions.
It’s all about helping them find the right solution to their specific problems.
Lastly, listen to your audience.
Social media, blog comments, and client feedback are invaluable sources of information.
They tell you what's working and what's not.
Use this feedback to refine your content strategy continually.
For example, one of our learnings was with the Newsletter.
We used to send a single email on Saturdays, loaded with value.
It was too long and subscribers barely made it to the end.
They told us that they liked the content, but it was a pain to read it all.
So we proposed splitting our long newsletter in two, so it would be easier to read.
We now send another email on Mondays, making them more readable.
On the one hand, we have improved our newsletter metrics, and we have a new opportunity to position our brand in front of our audience.
On the other hand, subscribers get more value, with much less effort.
A clear win-win situation.
My advice: talk and listen to your audience to learn what they think about your value proposition.
🎓 Ever wonder why some of your projects don't hit the mark, even when you've given your all? Sharpen your edge with the Audience – Active Listening Sprint. Learn the art of truly hearing your clients' needs and preferences.
What did I learn?
Creating content that resonates with your audience is just one piece of the puzzle.
The other, equally crucial piece, is ensuring that your content aligns with your business goals.
This is where many architects, especially those transitioning to entrepreneurial roles, often struggle.
It's not just about creating content. It's about creating content that drives your business forward.
This is what I learned:
1) Setting Clear Objectives
Start by defining what you want to achieve with your content.
Are you looking to:
- increase brand awareness?
- generate leads?
- establish thought leadership in your niche?
Your objectives will dictate the type of content you need to create.
For instance, if lead generation is your goal, your content should include clear calls-to-action and lead capture mechanisms.
2) Quality Over Quantity
In the digital age, it's easy to get caught up in the content quantity game.
However, for architects, quality should always trump quantity.
Your content should reflect the same precision and creativity that you put into your architectural designs.
One well-researched and well-written piece that adds real value can do more for your business than ten hastily put-together posts.
3) Content as a Business Tool
Finally, view your content as a strategic business tool.
It's a medium to showcase your expertise, build trust with your audience, and ultimately, drive business growth.
Whether it's through informative blog posts, engaging social media updates, or insightful newsletters, every piece of content should serve a purpose in your overall business strategy.
In our case this is how it works:
- LinkedIn Snacks → Read articles + Subscribe to Newsletter (Free)
- Longer format articles → Practice with Sprints (199€)
- Free Newsletter → Upgrade to Paid Newsletter (15€/mo)
- Paid Newsletter → Upgrade to Pro Membership (99€/mo)
- Sprints → Book 1:1 Coaching Sessions (250€)
- Pro Membership → Purchase bundled module Sprints (+1.000€)
- Module Sprints → Join our 1:1 Consulting Sessions (3.000€)
Every piece of content serves a purpose in our business strategy.
My advice: Create content aligned with your business strategy.
🎓 Tired of your amazing architectural work going unnoticed? Step up your game with the Marketing – Content Sprint. Learn how to create and share content that showcases your expertise, engages your audience, and sets you apart in the industry.
Content is powerful, but only if it’s on target
You can create content all day, like I did.
But if it doesn’t click with your audience or push your business forward, it’s like shouting into the wind.
The lesson I learned is simple.
Know your audience and align your content with clear goals.
To my fellow architects stepping into the business world:
Educate and engage with your audience in a meaningful way.
This game is not about designing architecture and creating content.
It’s about building relationships and connections.
And I hope you make a ton of them.
Whenever you're ready, there are 2 ways I can help you with:
1. If you're still looking for traction in your architecture business, subscribe to the Wisdom for the Modern Architect Newsletter. Every week you will get actionable ideas, mental models and resources to help you build a profitable business.
2. In case you want to level up your business, you can get Full Access to the Global Architect Roadmap, and unlock Challenge & Solutions with all the resources and tools, exclusively reserved for our paid members, by Upgrading your Membership.
See you around ✌️