How to Integrate BIM Content into Your Marketing Strategy

Unlike traditional marketing where you’re trying to get the audience’s attention, BIM content works because specifiers actively seek it out. When someone downloads your library from BIMcontent.com, they’re working on a project that needs your type of product. That’s qualified interest, not cold outreach.

The demand is already there. Specifiers need this content to do their jobs – so the question is whether they’ll get it from you or your competitors.

Your BIM Content Library is More Than Files

Stop thinking of your BIM library as just a collection of files. It’s actually:

• Your always-on sales team: Working 24/7 to get your products in front of specifiers
• A trust builder: Quality content shows you understand their workflows and care about their experience
• Your competitive edge: While your competitors treat BIM as an afterthought, you’re building relationships

Getting Your Strategy Right

Know What You Want to Achieve

Before we start a new BIM content library, at IGS Group, we ask you to get clear on what success looks like. This is not ‘we need BIM content’ but specific goals like:

• Break into the Australian market
• Build stronger relationships with top-tier AEC practices
• Make your sales conversations more productive
• Have your products specified in more projects (e.g. healthcare projects)

Select the Right Approach to BIM Content Creation

Creating effective BIM content requires expertise. The technical complexity of developing Revit families that work reliably in project environments is significant – it’s not just about converting CAD files.

Professional BIM content development ensures your Revit families function properly, include the right parameters, and provide the technical data specifiers need. This is where working with experienced BIM content creators, like IGS Group, makes the difference between content that gets used and content that gets ignored.

For distribution, hosting your content on a dedicated BIM Content platform – BIMcontent.com – gives you access to an established audience of specifiers while providing content syndication across multiple touchpoints – your website, the platform itself, and the BIMcontent Revit Plug-In.

Use Your BIM Content Data Like a Sales Tool

Here’s where BIM content marketing gets really interesting. Every download gives you data about who’s working on what projects where. As a manufacturer partner of BIMcontent.com, you receive access to the BIMcontent.com dashboard.

Smart manufacturers use this to:

• Spot which practices are downloading their content
• See geographic patterns (is it time to focus more on a certain city/state?)
• Track which products generate interest
• Measure whether marketing campaigns actually drive downloads

Make It Work with Your Existing Marketing

Help Your Sales Team

A well-made BIM library doesn’t just serve designers it can be a powerful tool for your sales team. By showcasing the quality and accessibility of your content, sales reps can build instant credibility with specifiers, start conversations around real project needs, and demonstrate how your products integrate seamlessly into design workflows. Download analytics can also give sales teams valuable insight into which firms are engaging with your content, helping them prioritise leads and follow up with confidence. In short, your BIM library becomes more than a technical asset, it becomes a sales enabler.

With the help of IGS Group, your sales team can:

• Show your BIM content library in presentations to highlight your technical expertise.
• Use download data to prioritise prospects, focusing effort where engagement is already strong.
• Reference the library when discussing capabilities, giving specifiers confidence in your brand and solutions.

Amplify Your BIM Content Library Through Other Channels

Don’t keep your BIM content a secret:

• Feature new releases of your BIM Content library in your eDMs
• Share updates on LinkedIn (even better, ask your sales associates to individually post on their accounts to gain more reach!)
• As a BIMcontent.com partner, IGS Group and BIMcontent.com will share posts on LinkedIn about your library. Ensure that you repost to your community.
• Write a blog post for your website about the launch of your BIM Content Library and any relevant updates moving forward. Have a browse of IGS Group’s Knowledge Hub for ideas

Don’t Make These Mistakes When It Comes To Marketing Your BIM Content

• Mistake #1 – Treating BIM Content like IT, not marketing: The biggest mistake? Thinking BIM content is just a technical exercise. It’s not. It’s about relationships and making specifiers’ lives easier.
• Mistake #2 – Cutting corners on quality: Bad BIM content is worse than no BIM content. Specifiers will remember if your Revit families crash their projects or don’t work properly.
• Mistake #3 – The ‘set and forget’ approach: Your content needs ongoing attention. New products, Revit software updates, user feedback – it’s not a one-and-done project.

Most manufacturers are missing a massive opportunity. While they’re treating BIM content as a compliance exercise, smart building product manufacturers are using it to build relationships and drive specifications.

Supporting Your BIM Content with Professional Marketing Assets

We know that developing a comprehensive BIM marketing strategy can feel overwhelming. Creating quality BIM content is complex enough, but then you also need supporting materials that effectively communicate your value to specifiers.

That’s why IGS Group and BIMcontent.com offer a full range of marketing services designed to work alongside your BIM strategy:

Technical Content and Copywriting: We write clear copy that explains your BIM Content Library’s benefits in language that resonates with specifiers. This can include technical documentation, social media posts, marketing brochures, blog posts and website content.

Product Visualisation: Our team creates high-quality renders and professional visualisation tools that showcase your products in realistic project contexts. These visuals work hand-in-hand with your BIM content to help specifiers envision how your products will look and perform in their projects.

Marketing Videos: We produce video content that demonstrates product features and design applications. Videos are particularly effective for complex products where seeing the product in action helps specifiers understand its value, plus it’s a great way to gain attention on platforms like YouTube (have a browse of IGS Group’s YouTube channel for examples) or the BIMcontent.com LinkedIn.

Sales Team Training: We can run tailored training sessions (via Teams call) to ensure your sales team understands how specifiers actually use BIM content. Additionally, we provide a ‘BIM Explainer’ reference document that breaks down the key points your sales team needs to know (in simple terms) so they feel equipped to speak about your BIM library.

When your sales team is empowered in this way, your BIM content stops being a technical checkbox and starts working as a competitive advantage that drives growth.