If You’ve Got It, Flaunt It: Showcase Your Expertise With B2B Content Marketing
If You've Got It, Flaunt It: Showcase Your Expertise With B2B Content Marketing

We recently added several new writers to our team, and in doing so, we were very intentional in seeking out talent with a deep understanding of kitchen and interior design. One of them was even a kitchen designer in their previous professional life. Doing this brought full circle the concept we have been pushing independent dealers to embrace for years: your content should reflect your expertise to your audience.

The Content Marketing Institute reports that good content marketing generates over 3x as many leads as outbound marketing – and costs 62% less. That’s a stat that proves content marketing needs to be a key component of your marketing strategy. But your days are spent managing a showroom, staff, inventory, sales, vendor relationships, and more. Where are you supposed to find time to write great content? 

84% of B2B businesses with a content marketing strategy outsource their content development. That’s not a pitch for you to hire us so much as an encouragement to say don’t try to do it all. Find an expert to handle generating content for your marketing, so you can stay focused on the things that only you can do: mainly serving your customers. 

We launched a new program this year for some of our dealers, focusing on content written for builders and designers. The content is crafted to both inspire and inform, giving the dealer’s pro audience information that equips them to be the hero to their clients. Smart dealers who rely on builder business know that they can’t assume the account is always theirs. Content written specifically for trade professionals allows the dealer to position themselves as both a peer and a valued resource.

Here’s an example of a recent article we wrote for a dealer to share with their trade professionals audience. If you’re looking for help crafting content for your trade pro connections, or you’d like to learn more about how content marketing fits in your overall marketing strategy, give us a call. We’d love to help!

The Shape of Kitchens to Come

Sub-Zero Wolf Cove kitchen

Interior design trends do not develop in a vacuum. Culture and current events play their parts. Without a doubt, seminal lifestyle changes over the last year have launched an ongoing conversation on the form and function of homes. And that dialogue extends to kitchens. Ponder these three shifts in the kitchen paradigm as you plan client spaces.


Biophilia has been a buzzword in design for years, but COVID has increased our craving for the sense of wellbeing that nature elicits. That desire to connect with nature is informing kitchen design. While opening a space directly to the outdoors through vast expanses of glass may be the ideal, an indirect connection with nature triggers beneficial responses as well.

According to the NKBA Design Trends 2021 report, natural materials are finding their way into kitchens. To achieve an organic style, bring in wood-toned cabinets, countertops, floors, or ceiling beams. Nature-inspired colors provide biophilic benefits too. Consider a soothing, on-trend shade of green for painted cabinetry.


It should come as no surprise that the surge in home-cooked meals has led to increased demand for high-functioning appliances. Home chefs are clamoring for ways to prepare their preferred foods with less effort and more joy. The exact translation will vary by client.

Monogram connected wall oven

A work-from-home professional might want to upgrade to a WiFi-connected smart range that makes it easy to control settings for that craze-worthy baked feta pasta from a smartphone, without missing a Zoom moment. Another client might covet a steam oven to make healthier meals after a year of COVID-induced carb indulgence.


One thing the early pandemic shortages taught us: it pays to keep food and supplies at the ready. Today’s kitchen puts a premium on walk-in pantry space. Hidden pantry doors, which masquerade as tall cabinets, are hot right now. Concealing the doors within a wall of cabinetry contributes to a streamlined aesthetic, just as integrating the refrigerator does.

COVID-driven demand for fridges and freezers with enhanced capacity is rising too. Auxiliary refrigerator/freezer drawers that fit under the counter can augment a standard unit.

Thermador Under Counter Refrigerator Drawers

Lessons learned over the last year have swayed current kitchen trends and homeowner must-haves. Stop by our local showroom for help in meeting your clients’ newly defined needs.