27 Content Ideas for Interior Designers: What to Share & How

Coming up with marketing content ideas for your interior design studio can be tiring. We hear this often: “I’m too close to my business to see it clearly.” And it makes sense. It’s just everyday work to you.

However, whether you outsource your marketing to a team (like us) or work on it yourself, I highly urge you to stay involved in, at minimum, generating ideas for content to share. Why?

Because YOU are the one who experiences your day-to-day life, interacts with clients, solves problems, and knows your business more intimately than anyone else.

Even though we’ve worked in the industry for 7+ years, the clients who collaborate with us on ideas for their content are the ones who see the most success: connection with the right potential clients, sparking conversation on Discovery Calls, preparing clients’ expectations for a great project together, etc.

(I bet it’s the same when you design. Clients who are willing to share their lifestyle, goals, and input—while still giving you full creative reign—are the most fun to work with.)

So, the question is… what should you share?

Before We Answer That Question…

Before you look at the 9 content topic ideas below, here’s one important first step:

Identify your why, your mission, and how you uniquely serve your ideal clients’ needs. This will make content creation 10x easier. 

These details are at the heart of your Brand Messaging. If you haven’t identified these elements and wrapped them into your copy yet, you are missing a huge opportunity for clarity — yours and your potential clients’. You can also use our Brand Messaging Workbook to start gathering and refining your ideas:

Marketing Content Ideas for Interior Designers

Bookmark this blog post for reference! Then, you can mix and match the ideas here for a balanced, strategic, and relationship-forward approach to marketing your business.

Tell Stories about Your Clients

I’m willing to bet that soooo many of these great opportunities pass you by every day. How do I know? Because in the rapid pace of a typical work week, they pass me by, too.

Think back to your last client meeting, email, or site visit. What questions were asked about your process, the logistics of a project, or your industry in general?

• Share common questions and answer them.
• If the answer isn’t a simple one, discuss your process for solving it.
• Elaborate on a common challenge a client experienced before working with you.
• Share stories about how your clients use their home after it’s complete.

You get the idea. And don’t forget to talk about your client in a clear, though anonymous, way. Do they work in a specific sector? Were they looking for solutions unique to their lifestyle? What IS that lifestyle? The more specificity, the better you’ll connect with others in the same situation.

Here’s an example of how we used storytelling to showcase our own work.

Talk About Your Services & Process

I was talking with a client last week about her content (which is where the idea for this blog post came from), and I asked her… “Do you ever talk explicitly about the services you offer?”

The truth is, most of us don’t. We either forget because we assume everyone knows what we do, OR we posted about it last month and we don’t want to be overly self-promotional and talk about it again.

First, talking about your services is NOT self-promotional unless you really, truly believe that your services aren’t helping anybody. (I’ll save you some time: You wouldn’t be here if that was the case.) If you believe that there is at least one person out there who could use your help right now, you owe it to them to be visible and share what you do.

• What’s included in your design service? Interior architecture? Furnishing selections? Etc.
• What makes up a typical project timeline? Investment?
• You just spent the day on-site overseeing a project — what went on?
• What don’t your clients see you doing for them behind the scenes?
• Why did you make the design selections you did for this particular client’s space and lifestyle?

Tell Stories via Client & Vendor Praise

If you’re like us, you get kind notes from clients via email or DM weekly, if not daily. This is GOLD. It is the easiest thing in the world to snap a screenshot, scribble out the person’s name/profile picture, and post it. It doesn’t even need to look fancy, though you certainly could do that, too.

And on top of that, you can share more about the situation in a social post or a blog post:

• Why were they so happy and complimentary?
• What did you do for them and how did it impact their lives or just their day?
• Who do you think would also have this experience? (“This is for you if…”)

Why is this a great idea? Because it’s social proof. It’s proof from an outside source that your clients love you, your work, and that other people will, too. So the next time a flattering email comes in, take a moment to say thank you, and then take another moment to share their praise.

Talk About Your Workday or Work Week

Guess what? 80-90% of your clients probably don’t know what you do all day. They either expect your life to look like something out of HGTV (*cringe*), or they expect you to be chopping pillows and “playing” with fabrics all day. Wouldn’t that be nice?

We know the truth — you do SO much more than that. Yes, telling client stories (#1 on this list) and sharing your services (#2) may overlap with this content idea, but the real point of this is making your audience part of your day. Not to mention subtly showing them that business is booming.

This could be a post to your feed or in stories, and might look something like…

On the schedule for today:

• New client meeting for a project in LOCATION
• On site to oversee a countertop install (it’s dreamy!)
• Team meeting for a gorgeous design concept in the works

Or, it could be a longer blog post, such as a “Day in the Life” type of post, or “Things You Didn’t Know Designers Did,” just to give you some ideas.

Build Anticipation for Something Coming Up

There is nothing like anticipation to keep people on their toes and waiting for what’s coming next. And it’s not too difficult to create anticipation if you plan in advance. So, what can you share?

• Are you in your studio thumbing through fabrics for the custom sofa you’re designing for clients? Share it and announce that there’s a project in the works coming soon.

• Are you on-site overseeing that countertop install? Share it and tell followers they won’t believe what the final design is going to look like.

• Do you have a log of projects in the works that aren’t finished yet? Share a “Design in Progress” type of blog post with the moodboards or renderings.

Again, these are little snapshots of your day and work, but they keep people interested, watching, and waiting for the “thing” you’ll be sharing next. Plus, your ideal clients can see that you are a service professional with an eye for beauty AND clear expertise in the field.

Share Personal Milestones

It’s difficult to know which personal details are okay to share and which to keep for yourself. Confession: I am great at making these decisions for clients but horrible at it when it comes to myself. (Case in point: I didn’t publicly announce when I was pregnant or when my son was born… I waited until he was 7 months old!)

Which brings up a good point — it’s up to you to decide what YOU are comfortable sharing. We have clients who love talking about their kids and pets, as well as others you wouldn’t even know are parents.

When it comes to marketing your business, it’s most important to talk about:

• How you got into business
• Your unique experiences
• Your business milestones (did you hit 10 years?)
• Lessons you’ve learned along the way (as a designer or as someone in a similar position as your ideal client)
• Press or awards you’ve received
• Personal milestones that your ideal clients can relate to
• Etc.

These show that you are human, and go a long way toward connecting with the people who will resonate with your experience and love your unique expertise.

Talk about What You Love

As the world shifts toward overuse of AI, consumers are fighting back by seeking out HUMAN brands and businesses. This includes all of the above ideas I’ve shared, as well as the little things you love.

For example, we have several clients who use their “Charcuterie-Style Newsletters” to share tidbits about their passions. One shares a book recommendation each month. Another shares a recipe of her own. And yet another shares her favorite products, from household goods to fashionable outfits.

These topics complement their design-focused content while showing a peek into their lives and interests. It’s fun. It’s relatable. And their audiences love it.

Invite People to Work with You

This one shouldn’t be last, but it is—because most of us forget about it. Yes, you can and should explicitly invite your dream clients to work with you. You don’t need to be subtle. There is a reason they are following you in the first place: they love what you do and are interested.

Here are some ideas:

• Tell your followers that you have [insert #] number of spots available for design projects starting in [insert month or season]
• Invite followers to send you a DM if they have any questions about starting a design project with you.
• Mention a common problem and tell them how you’ve solved it for others. Invite them to book a discovery call.

You get the idea. Extend the invitation to work with you and make it easy for your ideal clients to say YES.

Our heartfelt invitation to you…

If you think you might want a partner in custom content creation — someone you can trust to express your voice authentically, approach content strategically, and always think about how your content connects with you ideal client — that’s us.

We offer standalone and retainer services, designed to fit your desired time commitment and investment. Book a discovery with us here to talk about your business, your marketing needs, and see if we’re a good fit!

Cheers,
Jaquilyn