The system behind content that works
Build Mode™ Issue 09.2025
Hello and welcome to this issue of Build Mode, a monthly update with brand insights to help you level up your business. We have an ambitious group of professionals working in real estate, architecture, engineering, construction, marketing, design, and development. You all inspire me to keep sharing, so thank you for being here.
Haven’t subscribed yet? Consider joining us and get the next issue delivered straight to your inbox on the first of the month.There’s one area of marketing your business that probably feels like it keeps getting in the way of the ‘real’ work. It’s a nuisance that keeps coming up again and again. We all know we need it, and yet, we struggle to make time for it.
Content.
If it feels like creating content is a drag, I know why.
When I’m talking with business leaders and marketing professionals, they bring up the same challenges.
It’s not urgent or important, so why do it? True. Unlike proposals, interviews, or award submissions, there’s no deadline for creating content, unless it’s self-imposed. And even then, it’s probably behind schedule already. That means it falls to the back burner.
It’s too much for the marketing department. Too often, firms place the entire ‘burden’ of content on a single department (marketing), or if you’re a small firm, probably a single person, which leads to inconsistency, lack of capacity, and burnout.
It’s not resonating and it’s not getting us any clients. If the content you produce feels generic, watered down, or misaligned with those you’re trying to reach, you’ll only hear crickets (and trust me, I know the feeling of putting in the work and not getting the engagement you think the content warrants. You’re not alone!).
These challenges are real.
But if you’d like your brand to be leverage for your business, content marketing can’t be an afterthought. It should be a priority, and it has to be made easier.
Let’s find out how.
What is content marketing?
If you’ve been here for a minute, you must know I like starting with definitions to put things in perspective.
Marketing, at its core, is building trust with people by delivering value.
And if you follow the marketing framework in the issue of Build Mode linked above, content is one of six ways we can reach people. Through content, you can reach people one-to-many, and they are people who know you already.
So, together…
Content marketing is building trust with people by delivering value through writing, speaking, and maintaining a strong presence in the places we can reach people at scale.
Content, by this definition, isn’t just ‘social media.’ It is providing valuable information that positions your brand as a trusted authority in your field, like:
Writing articles
Recording videos
Speaking at industry conferences
Podcast interviews
White papers with research and insights
Project case studies with success stories
And yes, publishing on social media platforms like LinkedIn, Instagram, YouTube, others.
Additionally, just as your brand has a brand strategy, principles that guide how you show up, and a brand identity, the visual and verbal expression of your values, your content also has strategy and design.
A content strategy answers these key questions:
Why do we create content?
Define the true reason you do it.
Who is it for?
Are you trying to reach clients, prospects, partners, employees, fans… choose who it’s really for.
…and what do they value?
Determine the challenges this specific group is facing and how you can deliver valuable information to them
What makes us different?
Deliver content that is like no other, that could only be authored by you and your firm
From there, content design ensures that your written and visual assets are consistent with your brand identity, personality, and behaviors. Through consistent content, over time, your brand becomes more recognizable and memorable (and ultimately, more effective for your business).
Why does content marketing matter?
If you’re in professional services, in industries where relationships matter a great deal (looking at you: architecture / construction / real estate), it’s likely much of your business currently comes from networking, referrals, and maybe even some direct outreach. That’s not a bad thing. It just takes a lot of effort, as you can only reach people one at a time.
Content marketing isn’t a replacement for any of your current business development activities. It’s supplementary.
Content marketing amplifies your efforts and helps your brand become known, liked, and trusted, at great scale to a broader audience.
The benefits of creating content multiply your efforts tenfold:
Keeps you top of mind
because you consistently show up where others are
Educates those you want to reach
so they can identify their challenges and see you as the solution
Heightens brand awareness
so you become introduced to more people and better known to those who you know already
Conveys your expertise
even when you’re not in the room
Builds trust with people
before you’ve even met them
Ultimately, integrating content marketing into your business development activities serves to make it even easier to be chosen by your ideal partners.
What you can do nextThe six-step content creation system
Over the past few months, I’ve helped businesses install this six-step, content creation system that turns content from a cumbersome process riddled with roadblocks, into a reliable, attainable, consistent, and systematic process.
Look, I’m not going to lie… establishing new norms is not easy. My feed is filled with endless amounts of content tips, hacks, and systems that make it look effortless. The reality is, it takes effort, it takes time, it takes resources, but in the long run, these efforts compound and reveal their benefits.
So, if you’re facing any of the challenges I’ve mentioned, before you plan your next content piece, consider installing this workflow:
Source ideas
Content ideas can come from everyone and everywhere, not just the marketing team. Set up a system — a tip line, a shared wiki, a weekly call, or a recurring email prompt — for anyone in your organization to contribute meaningful ideas into a pipeline of content so you never run dry.
Plan the content
Decide what each idea is really about, who it’s for, and what value it delivers (remember: marketing is building trust by delivering value). For each piece of content, define these elements:Topic: What it’s about
Key takeaway: The one thing you want people to remember
Subject matter expert: Connect with one to get their insights and expertise
Supporting points: The evidence or examples
Resources: Links, media, or reference
Distribution: Where it belongs
Credits: Who to feature or mention, individuals, companies, collaborators
Action: What you want people to do, or feel, after engaging
Develop the content
Write the message. Source supporting images. Draft the story in a way that is clear, compelling, and communicates value-driven insights.
Review
Especially in larger organizations, share drafts with the subject matter expert and a business leader for approval. This keeps content accurate, aligned with the firm’s perspective, and contributing to the overall business objectives.
Publish
Put the content in the right place and schedule it with regular consistency so people know what to expect from you. LinkedIn, Instagram, your website, your newsletter — each channel has a different purpose, likely with different sets of followers, so choose accordingly, to reach the right people with the right message at the right time.
Anaylyze
Keep an archive of published content and keep an eye on how your content performs. Measure what works. Identify patterns. And use those insights to improve future content.
Once you have a system like this in place, you can start layering in more nuance, like defining content pillars, or developing content campaigns, or experimenting with content formats (potential topics for future issues of Build Mode™).
For your content to stop feeling like a chore and start feeling like a growth engine that supports your business goals, start. Start small. Stay consistent. And be patient. Trust is built over time.
That’s all for this edition of Build Mode! If this resonated with you and you think it might help others, feel free to forward it to a colleague. And if you want to discuss how to enhance your content marketing, get in touch — I’d love to hear from you.
Best.
Kenny Isidoro
See my latest on Instagram, LinkedIn, or feel free to book a call.
Good writing is good conversation, only more so.
— Ernest Hemingway
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