Several weeks ago, we posted an introduction to content marketing in our prior blog post, “The Basics of Real Estate Content Marketing.” While the concept of content marketing is simple, we sometimes find real estate professionals sharing volumes of information without having a strategy in place. We’re going to share in-depth advice to help clear things up!
First, let’s talk about creating an effective content marketing strategy. To create a good content plan, you must know who you are trying to reach, and know what you have to offer.
Who is your ideal audience? (luxury home clients, investors, vacation home buyers?)
What information do these clients seek?
What unique value proposition do you offer them?
What are your primary market areas?
Once you answer these questions, you can approach the logistics of creating your content. Beware of sharing “free” content from sites that invite you to use their material. Without keywords that speak to your market and your brand, and without SEO designed for your site, you’re simply giving free advertising to the original source. Worse, your website can drop in Google ranking for having duplicate content.
Always begin with a content creation schedule you can realistically meet. One blog post a week, and one social media post per day, can be enough to get you started.
Next, decide what visitors should do when they read your content on your website, blog and social media pages. Naturally, it’d be great if they picked up the phone and called you today! But in most cases, your goal is to get them engaged with your brand. You can do this with calls-to-action for:
Automatic “new listing” alerts
Market updates via email
Invitation to join you on social media
There’s a fine line between a call-to-action prompt, and a “must register” barrier that prevents a visitor from seeing anything unless they supply contact information. The hard-nosed approach seldom works.
Instead, we recommend supplying quality content to give your visitors a good experience. Quality content also edifies your personal brand, enhances SEO, and strengthens your online reputation. With this accomplished, you can then present a unique, compelling offer as an opt-in.
For example, you can create e-books that offer topics of unique interest to your visitors. Things like, “Your Guide to Orlando Resort Communities” or “Strategies to Sell Your Home in 10 Days.”
Don’t have time to write an e-book? Try compiling existing blog posts to make a comprehensive guide. With a little editing, you probably have enough content on your blog to make an e-book! Otherwise, you can hire expert real estate copywriters who can create a customized e-book for your market, topic and audience.
No content marketing plan is complete without metrics to measure your results. In many cases, real estate professionals have multiple objectives to accomplish: lead generation, SEO improvement and social media engagement. Each objective has its own goals and analytics; and while it’s important to review them periodically, do not abandon or modify your strategies too soon.
SEO improvements can take about six months to manifest in Google results. Your organic reach in social media depends on the likes, shares, comments and re-tweets your content receives. And if Google or social media algorithms change – as they often do - you may find yourself adjusting strategies on the fly to accommodate changing technology.
Overwhelmed? We can help! Contact RealSupport today for customized content marketing strategies that focus on your needs and goals – and work within your budget. Be sure to like us on Facebook for real estate marketing tips, industry news and more!
Copywriting & Marketing Specialist