The interior design industry is a highly competitive space, and not an easy one to market in, either. With readers expecting stunning imagery, specific suggestions, and content that runs the gamut from inside "sneak peaks" at beautiful homes to detailed explanations of color theory, it's easy to feel overwhelmed. In reality, every challenge represents an opportunity to outshine your competitors and build loyalty and authority amongst your target audience.
Content marketing is a proven method of sustainably increasing traffic to your site and attracting leads. In fact, content marketing done right can even help you nurture and convert more leads. The trouble is, how do you go about designing and implementing a content strategy for your website? Let's review the challenges, benefits, and advice that will help you grow your interior design website through content.
Why Is Content Marketing Important for an Interior Design Website?
Content marketing is useful in any industry, but in a space as competitive as interior design, it's a necessity. Content marketing means producing content that caters to your audience's questions, offers valuable information, and builds trust in your brand. All of these things are essential for any website, but for interior design websites, a content strategy raises the bar from mediocre to exceptional.
If you need further convincing, consider these challenges in the interior design space and how content marketing can help you overcome them:
- Unique ideas — When it comes to interior design, most readers are seeking new and fresh ideas, and they don't want to read the same old stuff repeated across platforms. Content marketing makes it easy to stand out by allowing you to plan topics and titles that pique your audience's interest, all while encouraging a unique writing style and a brand that's all your own. Case studies, blog posts, and a variety of content can also help.
- Customer focus — Your interior design audience doesn't want a cookie-cutter solution. A major selling point in the industry is feeling like a solution is custom-made or built-to-suit, even if it's an off-the-shelf product or time-tested idea. A big part of making a reader feel like your offering is tailored to them is through audience research and buyer personas, which inform any great content strategy from the ground up.
- Niche expertise — When someone comes to an interior design website, they expect vibrant ideas from someone who understands how colors, textures, and different styles work together. Finding a writer with this niche expertise can be a challenge, but once you do, it's an opportunity to build authority for your brand and increase reader loyalty by making yourself a go-to, invaluable resource in your niche.
Whether your website offers opinions, design advice, DIY projects, products, or a myriad of other things, a strategy will help you plan and create content more effectively. The result? Your content ends up being more engaging while you cut out redundancy, nurture leads, and outshine your competitors with a mix of trendy and evergreen content so you're always targeting the best keywords.
Benefits of Investing in Content Marketing for Your Interior Design Website
Are you still on the fence about investing in content marketing for your interior design website? Take a look at these primary benefits.
When done right, a content strategy is going to help you build authority for your brand by enabling you to target your audience's specific interests and needs; offer on-point content; and make use of a highly specialized, niche writer who can bring their own experience to the table. The result is content that can't be matched by most casual blogs or smaller competitors, and you end up with loyal readers who happily spread the word about your brand.
Once you begin producing content informed by your content strategy, you'll wonder how you ever got by producing content without one. While content without a strategy can jump from topic to topic with no real connection between your blog posts, your content strategy will ensure lots of related posts that link to your site to keep readers continuously reading.
Moreover, since a content strategy enables (and requires) you to plan content across the platforms your brand is active on, it enables you to create themes and trends, connecting content to your other content and encouraging visitors to interact with you across platforms instead of on just your website or just your Instagram page. This increases engagement in multiple ways.
With relevant content linked together and a multi-platform presence, you'll be able to engage readers time and time again and give them something to look forward to every time they come back. This means better retention, return rate, and overall loyalty for your brand, and it's all thanks to great content.
By default, a content strategy means you're already going to end up targeting all of the major keywords your audience is searching for. On its own, this will help your content strategy in a big way. When you know your audience, topic research is basically keyword research. So, when you pair your content strategy with tools like Google Analytics along with on-page SEO techniques, you'll see your rankings improve organically, and that's something that will only get better with time.
While SEO does take some months to start getting big results, if you are consistently publishing content that targets long-tail keywords, you will see an impact on your organic traffic and other key metrics if you keep at it. These improved rankings only get better as your domain authority (DA) grows, making it easier for you to earn featured snippets and rank for keywords with a higher search volume, leading to a snowball effect to increase organic traffic to your website.
Chances are, your brand has often tried to take on a new social media platform or to post more regularly on the social media platforms you already use. With that said, you'll never see better engagement than when you're posting based on your content strategy. With your content strategy, you'll be posing consistently, and you'll be planning your content in advance, helping connect it to your other new content of that time and drive engagement across platforms.
The regular, more interesting content on your blog and social media pages means a growing following. As you write better content more often, you'll see shares, likes, and comments increase. Plus, part of your content strategy will involve engaging with the people who engage with your content, helping to build your brand and increase interactions.
No matter what role your brand fills in the interior design space, every website thrives on leads. You might be passing these leads on to partners or affiliates or marketing your own products to them, but in any case, they're likely the driving source of profit behind your brand. As such, having a content strategy that will help you attract, engage, and convert more leads is definitely a winning scenario.
By improving your rankings and growing your following, your content strategy will help you get more leads. By offering engaging content that builds your authority, your content strategy will help you hook and nurture those leads. Lastly, by being planned and structured in a way that meets your audience's needs, your content strategy will help you convert more leads. In other words, your content strategy's benefits in more leads, and profit, all the way around.
Tips for Creating a Winning Interior Design Content Strategy
Now that you've seen two examples of highly successful interior design websites that have made content marketing work for them, here are the steps you need to follow to create your own effective strategy.
While it's all too often overlooked, before you go looking for content ideas or deciding how often to publish on your blog, you need to profile your company. This may seem like a no-brainer step that you can skip over, but in reality, most brands don't have clearly defined standards or preferences when it comes to things like how they want their audience to feel or what "voice" they want to come across when they write content.
Ideally, you'll take some time looking at your competitors, reviewing brand archetypes, and defining who you want your brand to be. If you're already well-established, you might just need to trim the corners and work out the little details. In any case, creating a brand book is a smart move. This resource won't just inform your internal team, but it can help anyone you outsource to, like a professional writer, immediately adapt to your brand's voice. This will ensure consistent, quality content no matter who creates it.
Once you have clearly defined who your company is, the next step is to take a deep dive into who your audience is. If you're like most companies, you have a rough idea, but you need specifics. For this step, you need to create at least one customer persona, but most companies end up creating 2 or 3 to capture the majority of their target audience. These customer personas are almost like a fictitious Facebook profile representing someone who'd be an ideal customer.
In your customer personas, you'll need to perform in-depth research to go beyond basic demographics and actually understand the platforms they use, the pain points they're experiencing, the budget they're working with, and the type of content they interact with the most. Once you have that information, you're ready to start putting your content strategy together.
Knowing your audience, you'll be able to determine which platforms your brand needs to be on. Ideally, you'll start with just 2-3 social media platforms, your website/blog, and maybe an additional platform if you have a need. Spreading your resources too thin is a surefire way to get behind on your content strategy or see the quality drop, so start small and add new platforms as the need arises and as you're able to grow to meet your capacity needs.
As you define your platforms, you should also think about the type of content you want to publish on each platform. For instance, while you can publish a plain text post on Facebook, videos perform very well there. Meanwhile, you can only publish videos on YouTube, and that might make starting or maintaining a YouTube channel above your current budget. So, find the platforms that fit within your resource constraints and plan to grow later.
You know your platforms, you know your audience, and you've defined the type of content you want to create. Now you need to bring all of that information together by deciding how often you'll publish what. This information is most easily represented and tracked using a content calendar. Once you have that content calendar in place, you can start filling in ideas.
Ultimately, many brands think that filling their calendar with ideas will prove to be the most challenging part. In reality, ideas will come easily if you've done your audience research because your content should be built around the questions, pain points, and search terms associated with your audience. The actual hard part will be executing your content strategy once you've put all that work into creating it. This is where most websites opt to outsource.
Successful Interior Design Websites (and How They Did It)
Now that you're convinced that your brand needs a content strategy, getting inspiration for it is the next logical step. Here's a look at two successful interior design websites and how they're making content marketing work for them.
HGTV is one of the most well-known brands when it comes to interior design. What started as a television channel has grown to become a massive network of shows, content, and creators who mix old styles with new ideas to inspire people around the world. With that said, it's no surprise that they offer an exceptional example of content marketing. Best of all, there are plenty of takeaways any interior design website can implement, regardless of their content production budget.
First off, the website's overall design is highly modern, clean, and user-friendly. If you're in the interior design space, it can be easily argued that the design and experience of your website will have a major and direct impact on how people perceive the reputability and quality of your brand. HGTV does things right with lots of visuals, on-brand colors, and a large and easy-to-navigate header menu.
Spend some time looking around the homepage and you'll see featured stories; updates on the latest contestants and participants of HGTV's series; advice from the designers featured in their television series; and plenty of DIY projects, design ideas, and more. The sheer variety in HGTV's content is worth replicating, but what's most impressive is the use of beautiful visual imagery and a variety of content formats, ranging from blog posts to videos, slideshows, and polls.
is a newer brand when compared to old names like HGTV, but they quickly carved out a name for themselves with modern content and a service-oriented brand. The website's goal is to collect leads that they then pass on to home professionals. It also features a wide collection of products from across the web, allowing it to target multiple personas -- namely, those that need local home services (like design or gardening) and those shopping for decor and home goods.
The wide target audience of Houzz requires them to have an even wider content strategy, and one of the most unique ways they've worked to build their content catalog is with the "Get Ideas" section, which takes on a Pinterest-style board of photos where users can save photos for inspiration, sorted by any space in their home. This gallery is an excellent example of making "user-generated content" (UGC) part of a content strategy. On the Houzz Blog, you'll find featured profiles and a variety of other content, primarily featuring original imagery. While the design is simplistic, the top menu allows readers to easily locate what they're looking for, and Houzz utilizes brand-building content in multiple ways. For instance, "Inside Houzz" is targeted at employees and potential candidates, help them build their employer brand, while "For Pros" targets professional interior designers and others in the home services industry.
Looking for Premium Interior Design Writers?
If you're struggling to implement your content strategy because of a lack of time to handle the content writing aspect, it might be time to outsource to a professional writer. With this one simple investment, you'll find the ROI of your digital marketing efforts increase exponentially.
Scripted can match you with a professional writer in your niche who's talented, reliable, and ready to help you bring your content marketing plan to life. Ready to meet them? Browse our database of interior design writers today.