How to Create Content Your Clients Actually Care About
In AEC marketing, it’s easy to default to what we think is impressive, like project awards, technical capabilities, or photos of that recently completed facility. But the real question your audience is asking isn’t “How big is your portfolio?” It’s “So what? Why should this matter to me?”
Answering that question effectively can transform your content from self-promotion into real influence.
Why “So What?” Matters
When content is written from the firm’s point of view instead of the client’s, it tends to focus on features over value:
- “We’ve completed 100 healthcare projects.”
- “We offer full-service design-build.”
But buyers aren’t looking for a resume. They’re looking for relevance. Their internal monologue sounds more like:
- “How will this help me reduce risk on my next project?”
- “Can this team help me keep my schedule moving despite supply chain challenges?”
- “Do they understand what’s at stake in my world?”
If your content doesn’t meet them there, you’re just another firm talking about itself.
Understand Who You’re Writing For
Everything starts with your audience. Not just their titles, but their realities.
Are you writing for:
- A developer managing multiple projects with thin margins?
- An owner’s rep who needs fewer change orders to preserve trust?
- A facilities director trying to extend the life of a campus asset without disrupting operations?
Take time to revisit your buyer personas. Know what they care about, what pressures they face, and how success is measured in their role. This is the foundation of content that connects.
Make Your Content Work Harder by Meeting Buyers Where They Are
Yes, the buyer’s journey still matters, but it simply shouldn’t be the only lens. Think of it as a tool to help ensure you’re not skipping steps or assuming too much.
Early-stage content might help a client recognize a challenge or trend:
- “How hospital systems are rethinking space to improve patient throughput.”
Mid-stage content can guide them in evaluating their options:
- “Three delivery methods that can reduce disruption in active facilities.”
Late-stage content builds confidence in your team:
- “How we helped Piedmont reduce change orders by 30% on a fast-track renovation.”
In each example, the headline isn’t “what we did.”
It’s why it matters to the reader. Write with Your Reader in Mind. When drafting content, ask yourself:
- Are we addressing a real challenge our audience faces?
- Are we writing in the way they speak and search, not internal jargon?
- Are we tying our message back to an outcome that matters to them?
For example, instead of saying: “We design K-12 schools.”
Try: “We help school systems future-proof learning environments with flexible, durable design strategies that adapt as needs evolve.”
The shift is subtle, but meaningful. It signals that you understand the job they’re trying to get done, not just the one you were hired to perform.
Let the Strategy Inform the Structure
Once your content is aligned to your buyer’s needs, then layer in structure:
- Build a mix of content that addresses different questions and concerns
- Audit your library to identify gaps (are you over-indexed on project spotlights?)
- Repurpose content that already performs well by reframing it for different personas or use cases
Ready to Create Content That Connects?
When your content strategy starts with empathy, not ego, you stop shouting into the void and start earning attention from the people who matter most.
If you’re ready to rethink your approach to AEC content, Smartegies can help. Let’s create content that resonates, informs, and builds trust at every step of the journey. Contact us today!
