Content Marketing for Architects: A Three-Phase Approach

Many architecture studios have taken important steps to get noticed, such as being featured in the press, winning awards, and sharing work on social media.

Too often, though, we see these features and brand mentions live purely on channels that studios don’t fully control. With the right approach to content marketing, these assets can work much harder on a studio’s website to increase visibility, drive traffic, and ultimately generate more project inquiries.

This article outlines our approach to content marketing for our architecture clients at Tiny House Digital.

Define, Build, Grow

We use a three-phase process that helps architecture and design studios leverage their existing work and recognition, such as their portfolios, press, awards, and teams’ expertise, into a growth strategy that increases their online visibility for new work opportunities.

Phase 01: Define Your Focus

Before we create any content, we want to set the direction by asking questions and identifying where the studio wants to win more work.

For some firms, it’s location-specific:

• Getting more work in Brooklyn, Chicago, Toronto, or Vancouver
• Planning for studio expansion or opening an office in a new city

For others, it’s sector or typology-focused:

• Residential: single-family, additions, laneway, multiplex
• Adaptive Reuse: multi-use, office, urban densification
• Hospitality: hotels, restaurants
• Civic & Cultural: community centres, libraries, museums, sports venues

In most cases, it’s a mix of both. The target markets and sectors that emerge from this exercise should directly shape the content and pages that are created for a studio’s website.

Phase 02: Build Your Core Pages & Supporting Content

Once a direction has been set, we want to start building the pages that speak directly to the ideal clients and projects that a studio wants more of. Not everything listed below has to be built at once. The goal is to start and continue executing over time.

We typically recommend building 12 page types.

Homepage

• Your main entry point for people searching your studio name, clearly stating what you do, who you do it for, and where, with proof through featured projects.
• Example: Hariri Pontarini

Studio About Page

• A page that shares your studio’s story, values, and process, introduces your team, and shows the impact you aim to have on clients and the community.
• Example: END Studio

Principal Bio Pages

• Pages dedicated to your leadership team, highlighting credentials, career history, design philosophy, notable projects, awards, publications, and speaking or teaching experience.
• Example: Olson Kundig

Contact Page

• A page for inquiries that makes it easy for prospects, collaborators, and media to connect, with a clear call to action such as a form or list of emails, plus your address and phone number.
• Example: Feldman Architecture

Areas of Expertise Pages

• Pages for each sector you want to grow, showing projects, process, and expertise, sector-specific trends and insights, key team members, and awards or media recognition.
• Example: Gensler

Location Pages

• Pages that showcase your local office, team, and projects, connect your design philosophy to the region, and share community news.
• Example: Perkins&Will

Project Pages

• Pages dedicated to individual projects with professional photography, a clear description, key details (location, type, size, photography credits), collaborator credits, and optional media like short films, awards, or press features.
• Example: John Ellway

Case Studies

• Narratives that reveal the client’s challenge, your design thinking, and the outcome, supported by sketches, schematics, 3D models, renders, construction images, and completed photography.
• Example: Mihaly Slocombe

Awards Page

• A chronological list of awards, including the year, award name, and the project or team member recognized.
• Example: Akb Architects

Press Page

• A chronological list of publication mentions and features, organized by year, with the publication name and the related project or topic.
• Example: MacKay-Lyons Sweetapple Architects

Thought Leadership Posts

• Articles that explore big challenges or new ideas in the built environment, using data, built work, renders, concept designs, or models to support your perspectives.
• Example: MVRDV

Company Announcements

• Short updates about project news, permits, awards, press features, team members, or speaking events.
• Example: PLP Architecture

Most studios already have the raw material for these pages, but they’re often tucked away in folders, proposals, and press archives. The goal is to surface these assets and turn them into a connected, cohesive story on your website.

Bringing all of this content together and sharing it sends a clear signal: Our studio is active, we’re experienced, and we’re doing this kind of work right now.

Bringing It All Together

Once we start publishing more website content, we want to tie it together with internal linking.

Examples:

• Homepage: Links to the Studio About, Areas of Expertise, Projects, Awards, and Press pages
• Expertise Pages: Link to relevant Project and Company Announcement pages
• Awards/Press Pages: Link to related Projects and Company Announcement pages
• Company Announcements: Link to relevant Projects and Principal Bio pages
• Case Studies: Link to relevant Areas of Expertise and Principal Bio pages

Internal linking helps your prospective clients, collaborators, press, and search engines easily navigate and understand your website.

Phase 03: Grow Your Authority with Public Relations

To support your website’s content strategy, we also need to consider activities that occur outside your website. This includes public relations.

In this phase, we want to determine the right opportunities for your studio: relevant in-print and digital publications to pitch, lectures and panels to participate in, and platforms and mediums where your work and perspective genuinely belong. It’s here that you can create a roadmap for the projects best suited for coverage, build connections, identify the angles editors are looking for, and understand the specific requirements of each outlet, such as exclusivity, photography, and whether to include client stories and/or build costs.

Every press feature, award, or event can be brought back into your website content strategy through project pages, awards and press, and company announcements, ultimately adding to your credibility, strengthening internal linking, and reinforcing your studio’s expertise in a market or typology.

Your Website’s Role in the Bigger Picture

Your website is just one part of your marketing and business development strategy, but it’s a critical one. It’s where prospective clients go to learn about your studio, view your portfolio, and decide if you’re the right fit for their project.

For many studios, a website works primarily as a portfolio. With a content marketing system in place, it can actively increase visibility, demonstrate expertise, drive more qualified inquiries, and support other channels such as social media and email newsletters.

If you’re thinking about your studio’s next phase of growth and how content marketing can help, we’d love to connect. Book a 20-minute discovery call.