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Architecture Firm Blog Posts: What to Write About

By Katherine Leonard

High-quality, regularly published content keeps your firm relevant in the eyes of prospective clients and employees — not to mention the boost in search result rankings. But coming up with topics to feed the content beast is easier said than done.

 

When we work with architecture, engineering, and construction (AEC) clients on content strategy plans, we recommend breaking the editorial planning process into blog post types, or categories. Working within the restrictions of a predefined category, it’s much easier to nail down an interesting, approachable, and specific topic.

In no particular order, we’ve identified ten blog post types for AEC firms, along with several worth-the-read examples from some of our recent architecture clients.

1. Event Announcements & Recaps

When your team members speak at an industry conference or event, you don’t want it to go unnoticed. Take the time to write up a preview beforehand, letting people know that they can attend. Once the event wraps, take a minute to recap your team’s contribution by grabbing a quote, sharing the slide deck, or highlighting key takeaways.

2. External Publication Excerpts

If someone on your team writes or contributes to a well-known publication, it’s certainly worth highlighting the article on your own site. Write a quick summary of your team’s contribution to the piece or pull an excerpt and link back to the original publication.

3. Service-Focused Highlights

Which areas of expertise does your firm own? Whether it’s urban flood prevention or underfloor air distribution, you have the opportunity to showcase your unique take on that highly specialized skill set — all while citing examples from your firm’s portfolio.

4. Vertical-Focused Highlights

If your firm specializes in services for certain verticals — say, museums, universities, or healthcare — your blog is a great place to showcase that industry-specific expertise. Start with a vertical, then drill down to a more focused topic, such as a list of interior design trends for the industry or an architectural challenge common to this field.

5. Employee Announcements

In the eyes of both current and potential employees, it’s important to show that people matter within your firm. When a team member gets a big promotion, a new industry certification, or hits another milestone, take the time to publicly celebrate the news.

6. Employee Interviews

By highlighting the individuals within your firm, you’ll show potential employees and prospective clients what it’s like to work with your team. Sit down with your CEO for a quick in-person interview, or have a designer answer a few questions via email. Questions could range from what their typical day is like to current projects and predictions for the next 10 years in landscape architecture.

7. Company Culture

Sure, you and your team know what your company culture is like. But to potential employees and clients, your events, activities, and volunteer outings are invisible — unless you offer a peek inside. You don’t need to share every little thing that happens in the office, but if there’s an exciting event or volunteer opportunity, take the time to recap it for external audiences.

8. Project Highlights

While a well-designed project page tells the overarching, visual story of a new space, a blog post can dive into the details and process behind the work. Talk with the project team or the client to collect quotes and uncover the stories that went untold in the initial case study.

9. On the Boards

In addition to all those recently wrapped projects, work-in-progress stories can also be of interest to your audience — as long as you’ve cleared the sneak peek with the client.

10. AEC Industry Essays

Project highlights offer important examples of your work — but to round out your expertise, take a step away from case studies to write passionately about the broader ideas sweeping the industry. Let your employees sound off on the trends, movements, and policies that affect their work.

 

With specific post types in mind, all that’s left to do is narrow down your topics and get to writing. For more inspiration and architecture-related content tips, sign up for our quarterly AEC newsletter.