Content Marketing for Interior Design: 4 Types of Blogs You Should Be Using
Why Words Are Essential for Interior Design Marketing
When it comes to our homes we think with our hearts. Design is a deeply emotional experience. Connective, engaging copy helps translate those feelings and articulate them in a way your audience understands, allowing space and freedom for creative expression.
They say ‘a picture paints 1000 words’ but it doesn’t actually write them!
Words give us clarity, context and comprehension enabling the reader to appreciate the quality, grasp the complexity and understand the level of service. Gaining deeper insight can indirectly convince potential buyers to take action by learning more about your products or services, building essential trust and working through solutions with relatable stories. When it comes to interior design, there’s more at stake than just financial outlay.
Clients invite you into their homes and entrust you with decisions that can alter the way they live, feel and connect day-to-day. There’s a lot at stake.
Before we delve deeper into the different types of content for interior design marketing, let’s examine how it differs from copywriting.
How Content Writing Differs to Copywriting
Content writing is fundamentally different to copywriting, in both purpose and application, yet some blurring of the boundaries exist.
Content writing, unlike copywriting, is not designed to sell.
It largely exists to establish authority and build trust, focusing on information, education or entertainment, rather than direct sales. But as we’ve already discovered, it’s not quite that black and white.
To muddy the waters, blogs can be referred to as blog copywriting. It’s not hard to see why, since regular blogging with SEO keywords enhances visibility, which can lead to greater sales. Sharing knowledge in your specialist field builds trust and positions you as an industry expert. And who better to buy from than someone who knows their trade? Long-form content can similarly overflow into sales territory. For example, an in-depth blog that explores how to solve customer problems or why they need the service indirectly persuades readers to make a purchase. So we can see that persuasion does play a part in content writing, but its application is far more subtle. For the most part, however, blogging is categorised as content writing.
Interior Design Blog Writing Styles
1.Short-Form Blogs
2.Long-Form Blogs
3.Business Blogs
4.Interior Design Case Study Blogs
Short-Form Blogs
Short-form blogs are more informal in style than copywriting, with topics usually centred around specialist fields. Their primary function is to increase search engine ranking, by including keywords that are most frequently searched. The higher the search engine ranking, the greater the visibility, making it easier for potential buyers to find you.
Ignoring SEO is like having a shop in the desert selling the most exquisite products and services. There are plenty of interested buyers out there but no one can find you.
Nurturing your SEO in the form of a regular supply of fresh and relevant content keeps you firmly in favour when determining rank, optimising visibility and harnessing the unlimited capacity to showcase your content to millions of customers across the globe.
Blog Quality Versus Quantity
Choosing popular topics and including valuable information encourages sharing on social media platforms, multiplying a blog’s potential reach. It’s important, therefore, to prioritise quality when planning your interior design marketing.
Whilst consistency is key, hastily creating unoriginal content, without much thought to value, isn’t going to achieve the desired impact. Better to produce good quality blogs every two to three weeks, than bland content that might devalue your brand credibility. Overused and artificially embellished content can also detract from the luxury brand tone synonymous with your business. To avoid plummeting the growth you’ve worked hard to achieve, AI should be used with caution. Content that smacks of AI, will not sound high-end however you try to frame it. If your interior design content sounds like this, pay close attention. ’Where every corner tells a story’, ‘embodies a narrative, a journey’, ‘tells tales of time’, ‘where opulence meets affection’, a testament to modern artistry’. It all sounds so ‘land of the faraway fairies’ and even worse, it all sounds the same! No bonus points there. Whatever your frequency, depending on capacity, always focus on quality. Whilst we’re talking of fantasy, here’s an analogy I like to use.
Picture Google like the great wizard of Hogwarts, with his all-encompassing mind and centuries of learned experience. When it comes to cheating the system or tampering with the algorithm, there’s not much gets past him. Value always triumphs in the end.
But what about paid adverts? Whilst you can buy your place at the top, with Google Ads, Google will continue to uphold its fundamental principles, when determining rank for high-competition words. ‘Value’, ‘Relevance’ and ‘Authority’ reign supreme. So what does that tell us? Well-thought-out blogs continue to make a difference, Blogging matters. And the best news? They are not dependent on an endless stream of funds and have the potential to become ‘ever-green’, meaning they will continue to sustain interest over time. Unlike Google Ads, your search won’t be clearly labelled as an ad, which precludes them from being filtered out by savvy customers.
Blogs that have earned their place on merit are a self-perpetuating investment. Once the initial work is done, they can continue to generate organic traffic indefinitely. Imagine that!
Blog Content Ideas for Interior Design Marketing
Aside from determining rank, the goal is to build brand awareness and establish authority. As an interior designer, your topics might include ‘Top 10 Interior Design Trends for 2024’, ‘How to Style an L-Shaped Family Room’, or ‘Factors to Consider When Choosing Between Wallpaper and Paint.’
Demonstrate industry expertise, without overtly selling your services.
Tailor Your Copy to Your Brand
When planning your content, tailor your copy to your brand. For example, a blog about interior design trends should emphasise emerging trends that align best with your brand. If your style is predominantly neutral, focus on natural textures. If your brand is renowned for colour, discuss trending palettes, maximalism or colour drenching. You can choose titles that support your brand aesthetic provided you don't deviate from the facts. If you have formed established partnerships eg with fabric suppliers, tailor your blog accordingly, by choosing to write about materials, design prints and colours that support that collaboration eg ‘Natural Designs with Classic Linen’.
Seasonal Topics
Schedule your blogs to cover seasonal or holiday themes such as ‘Al Fresco Dining’ and ‘How to Style Your Home for Autumn’ but first and foremost, ensure they connect with your products and services.
Unique Content
If you choose a popular topic that’s been covered numerous times eg current design trends, be sure to make it fresh and original. Infuse it with brand personality and add the benefit of your personal experience.
FAQ
Frequently asked questions make perfect blog titles, not least because they include common search phrases. Aside from answering client questions in detail, they can also be used for reference.
Other useful topics include:
.popular design dilemmas
.emerging trends
.styling tips
The more you brainstorm ideas, the more your creativity will flow.
Long-Form Blogs Including Super Blogs
Falling anywhere between 1,400 and 2,500 words, as a guide, long-form SEO blogs provide an opportunity for in-depth analysis of your specialist area. Thorough research adds both context and value, scoring highly with search engines. Content should be well structured, easily digestible and engaging.
Write in a style that keeps readers interested!
Including relevant backlinks from authoritative sources improves ranking and adds credibility. Long-form articles, by their nature, allow for more keywords, increasing their chances of visibility. Keywords should be seamlessly blended to enable content to flow naturally. Cramming in multiple keywords to buck the system is a sure way to fail. It can sound clunky, disrupt the flow and lead to penalisation. Long-form blogs provide an opportunity to fully explore the topic in detail, adding literary engagement, or light entertainment, to make them more memorable and interesting. Encouraging the reader to stay on the page longer rather than bouncing from one URL to another is a win-win for SEO, value and resource and may encourage page bookmarking for future reference for particularly helpful content.
But the real gold lies in the super blogs (between approximately 2000 and 3000 words) in length.
Providing ample opportunity for linkage, download and reference, super blogs can lead to greater conversions and engagement.
Their impact has been widely recognised in 2024, prompting business owners to switch it up a little. When deciding if it’s better to write many short or fewer long articles, consider diversifying by adding lengthier articles to the mix.
Despite their arduous length, well-labelled subtitles and frequently asked questions, make it easier to skim the information, increasing their chances of download. Include a table-of-contents with relevant links for easy reference. Far from deterring busy readers, they provide a valuable and coveted source of information that encourages saving.
Why Business Blogs are Perfect for Interior Design Marketing
Business blogs that talk about you are perfect for the interior industry. Highly descriptive blogs that paint a picture help bring your high-resolution images to life and engage your audience
By using words that vividly describe sight, sound, smell and touch, you can articulate the feelings of excitement, intensity and joy associated with dream home interiors.
This is an opportunity to turn the spotlight on you, your products and services. A chance for clients to find out more about your brand including inspirational backstories of how you started the business, your philosophy and values and what truly sets you apart from the competition. Showcase design products and materials in greater detail, explore the quality of the manufacturing process or discuss your sustainable credentials with pride. Falling, as a guide, anywhere between 1200 and 1800 words, business blogs can bring your brand to life and should form an integral part of your interior design marketing.
But hey I hear you cry. ‘Isn’t that a little like selling'? I thought content writing wasn’t designed to sell’. Yes you’re right. There’s a fine line to tread. The focus should be on information, storytelling and description. Engaging content with personal authenticity will naturally forge deeper connections, grow your audience and encourage them to fall in love with your brand. You can use the opportunity to highlight your company’s achievements, explain the technical aspects of your products in greater detail or describe their physical attributes with irresistible language. This is especially useful for ecommerce businesses where the buyer cannot view the products in person. Direct attempts to sell your services with actionable links can quickly undermine your hard work. That said the reader must be clear about where to find you, your products or services if they choose to proceed.
The factual information is imparted in the most inviting way possible, leaving the decision to take action in the hands of the reader.
Employing keywords in strategic places can help both visibility and ranking.
The real beauty of brand-enhancing business blogs lies in their versatility. They can be repurposed multiple times as social media posts, product descriptions, sales brochures, or website copy, making them excellent value for money.
Content Ideas for Your Interior Design Business Blogs
Here are a few suggestions:
.How and why the business began
.Your design philosophy and ethos
.Sustainable credentials
.How you source products
.The manufacturing processes
.Introducing a new product line
.In-depth explanation of products
.Supplier collaborations
.A day in the life of
.Introducing staff
.Trade and conference exhibitions
.Webinars and applied learning
.Commercial partnerships
Interior Design Case Study Blogs
So often interior designers rely solely on images to showcase their case studies. We’ve already established the irrefutable impact of quality images and the importance of adding words for context, clarity and comprehension. Words can make your project come alive by setting the scene. Written case studies follow a common format. More formal in style than blogs, they showcase problems, solutions and evidence. Their overall length can fall anywhere between 500 and 1000 words. Reimagined with the art of storytelling, they can be repurposed into engaging blogs with lucrative SEO potential. Case study blogs could be short one-pagers, up to 1000 words, or long-form versions, up to around 1800 words. Alternatively, they can be written in question-and-answer style.
You should include the location and explain how the design fits with the architecture and environment. Outline the initial ‘state of play’ before the project began. Relay powerful human stories and add a personal connection. Describe how the occupants use the space and identify what’s important to them.
Case studies provide the perfect opportunity to explain the process behind the decisions. Addressing relatable design dilemmas illustrates problem-solving skills and helps the reader comprehend the project complexities and understand your level of commitment and professionalism. Keep it real by documenting challenges, constraints and third-party delays to add authenticity. Your completed projects are an endless source of inspiration. They can attract potential clients seeking similar design solutions.
Why not send them straight to your mailing list to optimise potential sales and repeat customers?
Interior design case studies can include site plans as well as key products. Credit should be given to relevant stakeholders including architects, builders and photographers and you should obtain permission from clients before publishing. Adding testimonials creates hugely influential endorsements to demonstrate essential trust. Why not share them on social media as powerful social proof?
Including keywords and authoritative links increases visibility. Common design dilemmas can be optimised for search engines since they typically include frequently searched phrases. A regular supply of case study blogs can improve your ranking so be prepared to take notes and updates from the very start of the project, along with before and after pictures. Enabling sharing through social media such as Pinterest, Facebook or Instagram, optimises potential reach.
Used in sales brochures or presentations, they are ideal for pitching to potential clients.
Consider creating a series of sales slides (around three to five) which can be repurposed for social media posts or reels.
As we can see descriptive case studies blogs are crucial for interior design marketing. They engage the audience, demonstrate professionalism and build trust. For these reasons, they are often considered the ultimate deciding factor when deciding whether or not to work with you.
If you have an outstanding image portfolio without written case studies, you are failing to optimise conversions.
Put your story into words, take the reader on the journey, give them the information they need to prompt action and watch your sales soar.
Written by Jane Eley
The Home Interiors Copywriter
www.janeeleywriting.co.uk
Content & Copywriter for Interior Designers and Retail Brands
