How One Founder Interview Turned Into 12 Posts, 1 Article, and 3 Leads
- Adrian C Amodio
- Jun 9
- 4 min read
Most architects I work with don’t want to talk about marketing. They want better projects, not bigger audiences. They’re craftspeople. They care about detail, about process, about client experience. But somewhere between delivery and downtime, they realise something uncomfortable: doing good work isn’t enough if no one knows about it.
This post is about what happens when you stop hiding. Not in a self-promotional, algorithm-chasing way. Just the opposite. This is about visibility that compounds. Insight that builds trust. And how one structured conversation can unlock a whole system of communication that actually brings in work without you turning into a "content creator."
In other words: how I turned one founder interview into 12 posts, 1 article, and 3 leads.
The Studio That Had Everything But Attention
The founder in question (we can call him Elijha) ran a small, highly specialised architecture practice. One project at a time. Full attention. Meticulous care. Their clients loved them. Their consultants respected them. Their inbox? Quiet.
Here’s what wasn’t working:
No process for showing the value of what they did.
No clear way for prospective clients to understand what working with them would feel like.
An Instagram feed that said "busy" but didn’t say "book us."
No time to figure out marketing. No appetite for fluff.
They didn’t want to go viral. They just didn’t want to wonder where the next project was coming from.
They didn’t like marketing, but they did like visibility. They just needed a way to get it that didn’t suck the energy out of their week.
So we tried something different.
The Content Marketing Strategy: One Conversation, Done Properly
Instead of giving them a long list of deliverables or asking for a content brief, we sat down for a single 90-minute interview. The goal: extract the substance of one recent project and surface the studio's ethos in the process.
The conversation had two functions:
Project narrative — how did the work unfold, what problems were solved, and what made the project meaningful?
Practice positioning — what do they believe in, how do they work, and what makes them different?
With that material in hand, I reverse-engineered a set of content assets designed to:
Warm up cold leads
Show, not tell, what it’s like to work with them
Build trust through clarity, not charisma
The Output: Content That Actually Works
From that one conversation, we developed:
1 case study: Framed not as a brag sheet, but as a client journey. What problem did the client have? How was it solved? What choices mattered?
3 project journey posts: A mix of progress imagery and commentary to walk the audience through process, not just outcomes.
3 positioning posts: Short-form pieces that explained why the practice works the way it does. One project at a time. No scope creep. No surprises.
3 tips posts: Helpful advice aimed at people thinking about an extension or renovation. Written in plain English, not industry jargon.
2 founder POV posts: Short reflections with a personal tone. Why they care. Why it matters.
1 long-form article: Combining the story and insights from the above into a flagship piece that lives on the website and gets repurposed across platforms.
Total time investment from the founder: 90-minute interview and 20 minutes reviewing drafts.
Here’s how it looked in practice:
Week | Post Type | Format | Platform | Key Message |
1 | Case Study | Carousel | How we handled a tight planning context | |
2 | Project Journey | Single Image | Behind the build: our process in action | |
3 | Positioning | Text | Why we only take on one project at a time | |
4 | Tips for Clients | Carousel | What to know before starting an extension |
The Hidden Leverage: Compounding Clarity
This wasn’t content for the sake of visibility. It was content to reduce friction in the business.
Leads were warmer because they arrived already familiar with the practice’s values.
Initial calls were shorter because prospects knew what to expect.
The founder felt more confident saying no to poor-fit enquiries.
More importantly, clients who followed the content began referencing specific posts:
"We really liked the post where you talked about planning risk. That’s been one of our biggest worries."
That’s not marketing. That’s alignment.
The Psychology of Trust
Content isn’t about information. It’s about inference. Your audience is asking:
Are they credible?
Are they thoughtful?
Will they look after us?
When you publish content with precision and personality, you’re not just showing what you do. You’re answering those questions implicitly.
You move from being one of many to someone who "gets it."
And in architecture, that’s the difference between chasing and choosing.
But Does It Work?
Here’s the outcome for this founder:
3 qualified leads over six weeks
Higher close rate on consultations
No more scrambling for content
They didn’t measure impressions or follower counts. They just noticed that their pipeline felt more predictable.
One quote stuck with me:
“This is the first time people understand our work without me having to explain it 10 times."
That’s what clarity does. It makes your work legible to the right people.
Why Most Architects Stay Invisible
The problem isn’t lack of talent. It’s lack of translation.
Most small practices rely on referrals and press coverage. That works—until it doesn’t. Projects dry up. You get typecast. You lose control over how your work is perceived.
Meanwhile, your past projects just sit there, doing nothing for your future.
That’s a waste. Because your work already has everything it needs to build trust. You just need to package it properly.
The Real Takeaway
This isn’t about one clever tactic. It’s about systematising your story. Turning one project into a dozen trust-building moments.
So if you’re:
Too busy to think about content
Tired of explaining your process on every call
Good at what you do, but quiet about it online
...then you might not need a content calendar. You might just need one really good conversation.
Want Help?
I help architects and founders turn one interview into content that brings in better clients. If you’re invisible but doing great work, let’s change that.
No pitch. No pressure. Just a conversation worth having.
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