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Blogging for Architects
1.
Learning Objectives: ●
learn technical tips and options ● explore content management ideas ● implement promotional strategies ● understand legal and professional guidelines Add image here Copyright © 2012 Building Content 1
2.
The Good News
& the Bad News: “There Are No Rules to Blogging for Architects” The Bad News – Architects are rule-followers The Good News – Architects are do-it- yourselfers Add image here Copyright © 2012 Building Content 2
3.
Historical Perspective Marketing traditionally
covers... ● business development ● network building ● public relations ● advertising A blog does all of these and gives you a marketing advantage your Architectural fore-bearers didn't have. Copyright © 2012 Building Content 3
4.
Historical Perspective An Architectural
practice derives success from the quality of work produced, but also by how well connected its leadership is. “Who do you know?” Who would have known the genius of Filippo Brunelleschi if not for the patronage of the House of Medici? Copyright © 2012 Building Content 4
5.
Historical Perspective In America,
the profession was born when Richard Morris Hunt and a handful of gentlemen Architects formed the AIA in 1857 as the first professional association of architects. Marketing then was little more than “hanging out ones shingle.” AIA Convention 1883 It was still a matter of “who do you know?” Copyright © 2012 Building Content 5
6.
Historical Perspective The era
between the World Wars produced The International Style (so named in by a book and museum exhibition in 1932). Print media began to cover Architects and Architecture in fashion and business publications. Fame could be earned through exhibitions and competitions, but it was still a matter of “who do you know?” Copyright © 2012 Building Content 6
7.
Historical Perspective In the
mid-sixties, “Mad Men” advertising creatives were living it up, promoting styles and shaping purchasing patterns across the land. Our Architectural fathers, while serving some of the very same clients, never thought to apply the AMC's Mad Men, Lionsgate Television. Madison Avenue methods. Architectural promotion was understated and dignified, bound by professional ethics. Copyright © 2012 Building Content 7
8.
Historical Perspective The professional
bond among Architects was best represented in an AIA fee structure book (fees based on project type and scope). The book and the practice of establishing fees was determined to be illegal by the US Department of Justice – twice. The fee structure books were banned and copies destroyed. No one dared take part of a design monopoly! Copyright © 2012 Building Content 8
9.
A Modern Perspective (For
comic effect, I intended to show an image from Jody Brown's satirical series, “If Architects Advertised” to round out the Historic Perspective of this presentation.) If Architects Advertised (I'll tell you why that image is not here in a later slide about fair use and copyright law...) Copyright © 2012 Building Content 9
10.
I began my
blog to explore ways for Architects to market online. I thought about it a great deal and firmly believed that; “Architectural Blogging should lead to - more Architecture.” I've made it a point to learn what leaders in our field say about this. Here is an interesting range of quotes... Copyright © 2012 Building Content 10
11.
"I consider this
a creative outlet... I’m pretty happy with how things have gone." Bob Borson, Life of an Architect “The first step to making money at anything is to believe you can.” Brinn Miracle, Architangent Copyright © 2012 Building Content 11
12.
“Our feeling is
that everyone in the world is an architecture fan without even knowing it” Marc Kushner, Architizer “We architect-bloggers are at the garage-band stage.” Cindy FrewenWuellner, Urbanverse Copyright © 2012 Building Content 12
13.
Getting Started -
Who Are You? Blogs reflect their creators and can be used effectively wherever you are in the field of Architecture: ● Student ● Employment seeker ● Solo or small firm leader ● Large firm specialist ● Department or agency ● Fan Copyright © 2012 Building Content 13
14.
Getting Started -
Know Your Purpose Blogs can me used as an effective tool for almost any purpose. ● Display your work ● Establish credibility ● Raise awareness ● Sell a product The Architect’s Dream, by Thomas Cole, 1840 ● Build community ● Inform or instruct Copyright © 2012 Building Content 14
15.
Getting Started –
Select a Name The name of your blog needs to be memorable, brandable and easy to translate into a domain name. Try NameBoy.com for name variations. Establish your blog name with one of these registries: ● Dynadot.com ● Gandi.net ● NameCheap.com Copyright © 2012 Building Content 15
16.
Getting Started -
Hosting Your Blog: ● Integrated into your web site ● Blogger or Weebly - free ● Wordpress – free or paid ● Community - Upworld.com ● Your domain – subscription Copyright © 2012 Building Content 16
17.
Hosting and Setup
- Sites ● Wordpress signup at: https://en.wordpress.com/signup ● Hostgator ● GoDaddy ● BlueHost ● Review the best at: www.top10bestwebsitehosting.com Copyright © 2012 Building Content 17
18.
Hosting and Setup
- Themes Even though hosted elsewhere, most bloggers use WordPress as their blog platform. ● WordPress themes – free ● Elegant Themes ● Headway Themes ● WooThemes ● WP Community & Support Copyright © 2012 Building Content 18
19.
Coaching and Resources ●
The Niche Blogger offers an updated version of the course I used to get started. For a small fee it covers: ● Picking a “niche” ● Hosting ● Content Affiliate Banner for The Niche Blogger ● Monitizing A full list of these references will be posted on Building Content. Copyright © 2012 Building Content 19
20.
Online Marketing Concepts
The Information Economy ● Alvin Toffler, The Third Wave, 1980 ● Information will be the currency ● Site Conditions ● Zoning and Code ● Engineering Standards ● Material Specifications ● Schedule Constraints The Third Wave, by Alvin Toffler, 1980 ● Information Clearinghouse – to Information Broker Copyright © 2012 Building Content 20
21.
Online Marketing Concepts ●
“Freemium” Business Model Offer free content to attract potential clients. Have them upgrade to premium content ● Competition entries ● Speculative sketches ● Free or discounted services in hopes for the big deal one day Copyright © 2012 Building Content 21
22.
Online Marketing Concepts ●
Content is King – good content will attract readers, more good content will keep them. ● Contract Documents - what we draw and write - is our professional. ● Our Content leads to Architecture ● Content versus Style Add image here ● Content in Composition Copyright © 2012 Building Content 22
23.
Managing your Content ●
Content Creation CONTENT ● Your original ideas ● SEO Value CREATION ● You are seen as a “Thought Leader” CONTENT ● Content Curation ● Stories you find CURATION ● Link Value ● You are seen as a “Subject Matter Expert” Copyright © 2012 Building Content 23
24.
Managing your Content ●
Content calendar (or editorial calendar) is used in print media to plan a publications issues over the year ● How often will you post content ● Length, tone, subject matter, etc. ● Conventions or events ● Seasonal themes ● Guest posts and collaboration Copyright © 2012 Building Content 24
25.
Managing your Content ●
Content Formats – what will your posts consist of? ● Text only (news curation) CONTENT ● Graphics only (portfolio) FORMATS ● Audio – live or podcast, yours or from other sources ● Video – live or recorded, yours or from other sources Copyright © 2012 Building Content 25
26.
Managing your Content
Content Sources: ● Google Alert ● Zemanta ● Dreamstime, iStock, etc Copyright © 2012 Building Content 26
27.
Managing your Content
Copyright Issues ● Public Domain ● Fair Use ● Creative Commons Credit: Michael Porter at The Libraryman Blog Copyright © 2012 Building Content 27
28.
Managing your Content Case
Study from this webinar: ● Sought friend's approval ● Sought website's approval ● Prepared to “tripple-credit” the image because it made a good comic point. ● then – the image wouldn't post! Public Domain Copyright © 2012 Building Content 28
29.
Promoting Your Blog Through
Social networks ● LinkedIn ● Facebook / Fan Page ● Twitter ● Google+ ● Pinterest ● YouTube Copyright © 2012 Building Content 29
30.
Promoting Your Blog Through
online communities ● Architizer ● ArchDaily ● UPworld ● Architectural Bloggers' Twibe Copyright © 2012 Building Content 30
31.
Blogging Strategies for
Monetization ● Advertising ● Product sales ● Affiliates ● Info Products Copyright © 2012 Building Content 31
32.
The Future Architectural Blogging
is still in the “garage band” stage, consistan content and compelling storytelling will engage and inform the culture - where our clients are - in ever increasing ways: ● Entertainment ● Instruction ● Issues Advocacy Copyright © 2012 Building Content 32
33.
Thank you for
your attention. Contact me if you have any specific questions or concerns. S. Collier Ward, AIA, LEED AP Twitter: @collier1960 @BuildingContnet E-mail: collier1960@hotmail.com Copyright © 2012 Building Content 33
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