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5 Ways to Increase Content Engagement with High-end Interior Specifiers

Wayne McMaster

10 March 2016

Once it is recognised that there is a need for a content plan, and the need to write more content for your newly redesigned website and blog section, one can become paralysed with fear as to where one starts, in fashioning more content beyond the 'one blog a month’.

It can be overwhelming to know that Google is looking for 1000s of words each month, served up in a manner that will demand a greater variety in your content creation efforts… so here are some helpful tips:

List building offers

Your email database probably degrades by nearly a quarter every year, as contact move companies, or opt-out of your email communications, as such you’ll need ways to keep those numbers moving upwards and client onboarding as starting points to create additional content.

Here are several ideas for new list building opt-in offers:

  1. Checklist or tips sheet (for general interest and expert positioning)
  2. Whitepaper on informing prospects with facts and evidence, on a particular issue or explaining and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads and list-building.
  3. Industry-targeted customising/planning/visualizing tools  (for expert positioning)
  4. A beautiful look-book inspiring  people about what you do (to create more qualified prospects and expert positioning)
  5. Handy pocket guides to enlighten specifiers about particular areas of detail and expertise, such as veneers, upholstery or metalwork.


Your monthly content planner can now be supplemented with:

  • One free resource or list building free offer
  • Three blog posts (one repurposed from the content above, one article of 1500 words, and one short-form 250 word post)
  • One interview recap, positioning you as an expert, or a member of your team
  • Plus, numerous social media posts can be created from the content, too

That’s one blog post each week, which is going to be a great improvement on the one blog a month approach, we see so often.

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