How Small Firm Architects Can Leverage Content Creation to Build a Thriving Business

This article is based on my conversation with Chris Novelli on episode 552 of EntreArchitect Podcast, which was named Best of 2024 based on listener feedback and our platform analytics. Chris’s insights into content creation, marketing, and firm growth offer invaluable lessons for small firm architects looking to establish authority, attract ideal clients, and scale their businesses. Readers can listen to the full episode at EntreArchitect.com/Novelli.

The Power of Content: Establishing Authority and Building Trust

One of the biggest challenges small firm architects face is attracting the right clients. Too often, firms rely solely on word-of-mouth or traditional networking to generate business. Chris Novelli, owner of N3 Architecture, took a different approach. By embracing content creation through podcasting, book writing, and YouTube videos, he built a thriving practice that attracts high-quality clients who are already sold on his expertise before they even meet him.

The key takeaway? Content creation establishes authority and trust. When potential clients consume your content—whether it’s a podcast, book, or video—they get to know you, understand your process, and develop confidence in your abilities. By the time they reach out, they are already pre-qualified and ready to engage.

Why a Podcast Can Be a Game-Changer for Architects

Chris started his Home Design Academy podcast as a way to educate homeowners on the architectural process. The benefits extended far beyond mere listener engagement:

• Pre-Educated Clients: Instead of spending the first meetings answering the same fundamental questions, Chris directs potential clients to his podcast episodes that cover those topics.
• Direct Leads: Several homeowners have reached out to hire him after discovering his podcast while researching their projects.
• Content Repurposing: Podcast content can be transformed into blog posts, social media snippets, and even books.

How to Start Your Own Podcast

1. Define Your Audience: Decide whether your podcast will target homeowners, fellow architects, or another niche.
2. Keep It Simple: A microphone, basic editing software, and a quiet space are all you need to start.
3. Consistency Matters: Release episodes regularly, whether weekly or biweekly.
4. Promote Your Episodes: Share them on social media, your website, and through an email list.

Writing a Book: A Business Card That Converts

Another powerful tool in Chris’s arsenal is his book, The Homeowner’s Guide to Residential Design and Construction. Writing a book might seem daunting, but it offers multiple advantages:

• Instant Authority: A book positions you as an expert in your field.
• Lead Generation: Chris gifts copies to potential clients, reinforcing his credibility.
• Repurposing Content: He wrote his book by compiling and refining content from his podcast.

Steps to Write and Publish Your Own Book

1. Start with Existing Content: If you’ve written blog posts, created presentations, or recorded podcasts, you already have material.
2. Time Block for Writing: Chris dedicated two hours per week specifically to writing his book.
3. Use Amazon KDP: Platforms like Kindle Direct Publishing allow architects to self-publish without upfront printing costs.
4. Incorporate It Into Your Sales Funnel: Use your book as an educational tool for prospective clients.

YouTube: The Visual Trust Builder

Video content has the highest engagement rate of any online medium. Chris recognized this and started repurposing his podcast content into YouTube videos. The result? He attracted an even broader audience and secured projects directly from his video content.

YouTube Strategy for Architects

1. Start Simple: A “talking-head” video answering common client questions can be incredibly effective.
2. Batch Record: Chris records multiple videos in one session and schedules them for release over time.
3. Optimize for Search: Use keywords in your video titles and descriptions to improve visibility.
4. Call to Action: Always include a next step, such as visiting your website or booking a consultation.

The ROI of Content Creation

Many architects hesitate to invest time in content marketing because they don’t immediately see the return on investment. Chris’s experience proves that, over time, content marketing generates high-value clients. He has had homeowners call him directly because they discovered his YouTube channel or podcast. One client watched every single one of his videos before reaching out, already convinced that Chris was the right architect for them.

Beyond direct client acquisition, content creation allows architects to:

• Filter Out Non-Ideal Clients: People who don’t align with your approach will self-select out.
• Increase Efficiency: Clients who consume your content need less hand-holding during the process.
• Scale Your Reach: A podcast episode or YouTube video continues to work for you indefinitely.

Implementing a Content Strategy for Your Firm

If you’re a small firm architect looking to implement content marketing, here’s where to start:

1. Identify Your Strengths

Are you comfortable speaking? Start a podcast. Prefer writing? Begin a blog. Enjoy being on camera? Go with YouTube.

2. Commit to a Schedule

Consistency is key. Even one piece of content per month can yield results if done well.

3. Provide Real Value

Don’t just promote your firm. Offer insights, answer common client questions, and educate your audience.

4. Use a Multi-Channel Approach

Repurpose content across multiple platforms: a podcast episode can become a blog post, social media snippet, and video.

5. Track Your Results

Monitor how many inquiries come from your content and adjust your strategy as needed.

An Essential Marketing Strategy for Small Firm Architects

Chris Novelli’s journey demonstrates that content marketing is not just for large firms—it is an essential strategy for any small firm architect looking to grow their practice. Whether through podcasting, book writing, or video creation, the goal remains the same: build trust, establish authority, and attract the right clients.

Architects who embrace content creation today will not only differentiate themselves but also future-proof their businesses in an increasingly competitive market. For those interested in hearing Chris’s full story and additional insights, listen to this Best of 2024 episode of EntreArchitect Podcast at EntreArchitect.com/Novelli.