Most interior designers choose to write blog posts to help with their SEO — or more recently, to help potential clients discover them through traditional search engines and AI platforms. While this is a perfectly valuable reason to blog, your posts can actually have a much broader and more positive impact on your business.

Why? Because thoughtful, high-quality blog posts do so much more than live on your website. They can become long-term assets that support several areas of your business, from marketing to building trust with prospective clients to smoothing the design process (for clients and for you).

Since 2017, we’ve helped our designer clients repurpose their blog posts in a number of ways. You’ll find our favorites below. Use these ideas to repurpose blog posts you already have or inspire new blog post topics that will serve you and your clients for years.

MARKETING: GET MORE OUT OF YOUR BLOG POSTS

The Goal: Use blog posts to increase your online visibility, build connection and familiarity with ideal potential clients, and increase engagement.

1. Share blog posts within your newsletters.

Whether you send out one larger newsletter publication per month (like our “charcuterie board approach“) or an email focused on a single topic, your blog posts are prime content for your audience — primarily warm leads, past inquiries, past clients, and even referral partners.

Rather than copy-pasting your entire blog post into a newsletter, we recommend pasting just an enticing snippet. Then, include a “read more” link to your website.

2. Link within Google Business posts.

Google Business Posts give you another opportunity to share useful information with people who discover your business through Google Search and Maps. If you just wrote a blog post about how long a renovation takes, turn that topic into a Google Business Post that links to the full article. 

You could do the same with project, service, or FAQ-related posts. These are all excellent candidates for Google Business Posts that genuinely serve your intended audience.

3. Share across your social platforms.

If you have a social media presence — IG, Pinterest, LinkedIn — your blog content can relieve the burden of having to come up with new content. Simply pull out compelling paragraphs to use as captions (and invite people to read more on your blog). Or, you could turn main points into an intriguing carousel or reel.

4. Strengthen other pages on your website.

Blog posts naturally give you more room to expand on topics you’ve introduced elsewhere on your website. You might link from a New Construction service page to an article about when to hire an interior designer, from a portfolio page to a more detailed project story, or from an FAQ to a blog post that explores the answer in greater depth.

INQUIRY AND SALES: BUILD TRUST & RAPPORT WITH BLOG POSTS

The Goal: Build trust in you and/or your team, clearly demonstrate your value and expertise, and help ideal potential clients with decision-making.

5. Prepare potential clients before a consultation.

Unless you already have a specific resource that prepares potential clients for their consultation, a blog post is a great resource to share. After they’ve booked the date with you, your confirmation email could include a link to a post outlining, “What to expect” or “How to get the most out of our time together.” 

This sort of blog post serves two purposes: it encourages your clients to arrive prepared in the way you would like them to be, and it helps new website visitors (potential clients) understand the value of working with you before they’ve even inquires. P.S. Feel free to include extra notes like “we silence all our devices” or “we invite all decision-makers to ensure each voice is heard.”

6. Follow up with potential clients after a consultation.

After the consultation, your client followup may include a report, a proposal, or a quick “thank you” letting them know you’ll be in touch soon. If it feels right, you could also include a relevant blog post covering a topic they asked about or discussed. This shows thoughtfulness and gives them more information to digest on their own.

7. Use blog posts as thoughtful FAQ responses.

Every business owner receives questions in their inboxes from potential and current clients. If you’re answering the same questions over and over again, these are prime candidates for blog post topics. 

Topics like: When should we hire a designer? Will you work with my architect? What happens during the design phase? Do we purchase furnishings through you?

When you have blog posts on common topics, briefly address the topic and then share the blog post for additional context. This does save time, but more importantly, it gives them a more complete answer that showcases your value, expertise, and thoughtfulness.

CLIENT EXPERIENCE: STREAMLINE THE DESIGN PROCESS WITH YOUR BLOG POSTS

The Goal: Prepare clients, manage expectations at each step of the process, and make the design process smoother and more enjoyable for everyone involved.

8. Use blog posts for client onboarding and education.

An interior design project — whether it’s a new build, renovation, or home furnishings project — is complex and full of details clients need to know. But… they can’t get all that information at once. It’s overwhelming, and they won’t remember it all anyway.

Instead, you could give them an overview of what’s to come, such as a Welcome Guide. Then, share more detail at each project milestone, which is where blog posts come in.

This could be as simple as an email saying “Welcome to the Design Phase” with a link to a blog post about the design process. Or, once installation has been booked, a confirmation email with a link to read more about how installation day will go.

9. Connect with past clients through blog posts.

Past clients may be on your email list, but a personal email is always a nice touch. If you have a blog post you think would be relevant to them — such as an article on maintaining furnishings, caring for natural materials, seasonal entertaining, etc. — send it.

This serves to maintain the relationship, keep you top of mind, and offer value to them beyond project completion.

BUSINESS MANAGEMENT: TRAIN YOUR TEAM WITH BLOG POSTS

The Goal: Create consistency across your team and preserve your expertise and values at every client touchpoint.

10. Train and align your team.

Training team members on your workflows is one thing. Training them to understand how you think and serve clients is another. This is doubly true for outside companies you may hire, such as an Instagram manager or a marketing team. (Not everyone understands the nuances of an interior design business — or your unique philosophy.)

Blog posts that showcase your values, processes, and client experience (including many of the topics already suggested in this article) can become useful resources for getting all parties on the same page. Put the blog posts that represent you or your studio best into a small “content library” for their review and reference.

WHICH COMES FIRST — THE BLOG POST OR THE IDEA?

When we strategize blog post topics for our clients, we start with what’s happening inside their businesses. What questions are they consistently asked? Where do they see friction in the design process? What do they wish potential clients knew before coming in? What makes their favorite clients such a pleasure to work with?

These questions guide us toward topics that serve their business in a number of ways. Yes, you can always look at your current blog posts and decide which of these 10 use cases they could apply to. But you can also do the inverse…

Decide what you really need. Then, craft the blog post around the work you want it to do. This is how “marketing” goes beyond getting new leads. It becomes part of your business. And the best part? The most thoughtful blog posts can continue serving your business for years.

**Further reading: Not sure what to blog about? Ask these 4 questions.

Custom Content Marketing for Interior Designers

We provide ongoing content strategy and creation for a select roster of established interior design firms, helping them turn their expertise and experiences into thoughtful blog posts, newsletters, Google Business posts, and more. Nearly all of our retainer clients have been with us for years.

The results? Our long-term clients have achieved strong organic search visibility, newsletter open rates of 40–50%, click rates of 3–10%, and reported increases in repeat clients and referrals. Nearly every designer we work with has also told us their content has sparked conversations and strengthened relationships offline — which is one of the reasons we believe so strongly in content for connection.

Book a complimentary discovery call with us to learn more.

Yours,
Jaquilyn