Virily Editor
Real estate brands can leverage a well-balanced marketing mix of Earned, Paid, and Owned media. Ancillary real estates services like interior designers, family photographers, and packers and movers can also be part of an effective co-branded content campaign.
Focus on creating evergreen content that has staying power. This includes blog posts, white papers, and how-to videos.
Identify Your Audience
Identifying your audience is one of the first steps in creating a content marketing plan. This research helps you create content relevant to your business’s customers.
This research can be done through a variety of methods. You can view customer reviews, social media comments, and discussion forums.
Defining your target audience helps you focus your efforts and resources on the people most likely to benefit from your offer. This will help you save time and money while increasing your chances of success.
Create a Content Strategy
A content strategy helps you create content relevant to your audience. It also enables you to plan and organize your content.
Consider your high-level business and marketing goals when creating a content strategy. Use a goal-setting framework, such as SMART or CLEAR, to help you set your content marketing goals.
Real estate content marketing has become more critical than ever. Great content can create a belief in your company’s level of service and attract new customers.
Your content strategy should be aligned with your goals for the business. Whether your goal is to increase loyalty, improve authority or position yourself as an expert, your content should align with that aim. One way to do this is by soliciting testimonials from your past clients and converting them into curated content. This can also help with SEO.
Ensure that your content strategy includes a mix of different content formats. For example, Instagram users want aesthetically pleasing visuals, while YouTube and TikTok users like short-form videos. Also, some content types work better at certain stages of the funnel.
A strong content strategy is critical to building credibility and generating leads. Compelling real estate content conveys complex topics in a way that makes them accessible to potential clients.
To create a content strategy, first, determine your goals. For example, if your goal is to increase email subscribers, knowing how many emails you can realistically send per week is essential. This will help you avoid overcommitting. Then, create a plan of action to achieve these goals. This should include who is responsible for each type of content and when it will be made.
If you want your content marketing efforts to succeed, it’s essential to establish clear goals. These goals should be related to your overall business goals and the needs of your audience.
For example, if you’re targeting B2B audiences, you might create a piece on how your product helps save time and money. This type of content is precious for your audience and generates leads.
You can document your content strategy framework in a Google Doc or spreadsheet or use another tool that works for your team.
Create a Content Calendar
A content calendar, or an editorial calendar, is a tool that helps you organize and plan your content. It can help you keep on track with your blogging, social media, and email marketing.
The calendar can also serve as a brainstorming tool for new ideas. It’s essential to keep these ideas separate from your planned content so that you don’t forget them or let them get in the way of completing your existing projects.
A content calendar can also help you prioritize content based on urgency. This can be especially helpful if you have a client with a unique situation that requires your attention.
Consider the formats your audience prefers: blog posts, videos, or infographics. Look at the content you have already developed and see how it might translate into a new design.
Having an effective content marketing plan is essential for any real estate business. It helps you create and manage helpful content that engages your clients, builds trust, and gives you a competitive advantage. It also makes it easier to measure your success. This helps you identify which pieces of content are performing best and which need improvement or replacement.
A content calendar does planning and organizing your social media posts, blogs, and email marketing easy. It also allows you to track the performance of your content and make adjustments as needed.
Establishing what types of content you will produce for each channel is essential. Create content pillars to keep your team focused and provide a structure for the content you will create. Also, include a list of potential topics and types of content (like infographics or videos) that you may want to consider in the future.
Create a Social Media Strategy
Many real estate marketing content programs rely on social media. It’s a great way to reach a large audience and drive engagement, but it takes time and planning.
Consider ways to leverage your existing content. For example, a blog post may have information that could be converted into a downloadable guide or infographic.
Asking for feedback from clients is also a compelling content marketing idea.
You can do this on social media or include a question in your email newsletter. This will give you complex numbers and show your audience you care about them.
Whether in an Excel spreadsheet, Google document, or another format, your content calendar should track all relevant details and tasks. This may include due dates, review schedules, and other information critical to a piece’s success.
It should also be a place for important SEO information (target keyword phrases, suggested SEO titles, and other details) to be noted. This can help your team effectively optimize and position every piece of content. This can lead to better search and ranking performance. It can also improve the overall ROI of your content marketing efforts.
