On Monday, Jennifer Snyder addressed the big problem with content marketing for real estate agents, and why even the most seasoned professionals won't ever find success.
Let's hope that's not you.
Today, she'll teach you how to get past them and reach the promised land.
So how do you produce epic content marketing that gets read? Especially in the crowded real estate market where consumers hear a lot of messages?
Here are my seven keys to creating successful content marketing:
1. Listen to your audience
To create epic content marketing pieces listen to your audience. Find out what they want to know about real estate. Find out what they don’t understand and write about it. This doesn’t just have to be about buying or selling real estate either. Think of homeowners and struggles they face and write about it. Don’t just talk about your expertise in real estate, listings or housing data. Listen to your audience and create content that they want to read. Help them understand real estate and you will develop a loyal following!
Before you write your first piece of content brainstorm ideas for future pieces. When I started my blog I was terrified that I would run out of things to say. I was worried that I would produce all these great pieces at first and then fizzle out. To combat that fear I made myself sit down for 30 minutes and brainstorm 100 blog post ideas. I recommend doing the same thing before you produce your first piece of content. Make a list of ideas that will keep you going when it gets hard because it will get hard.
3. Create categories
Create categories or topics that you would like to write about. This is one of my favorite tricks for creating content that gets read. When an idea comes to you, place it in the appropriate category. This keeps you organized and gives structure to your blog or podcast. It will be easier for readers to find information on your site if it has structure. You won’t look scattered and your readers will repay you by sticking around!
4. Get a time frame
When I first decided that I would create a real estate marketing blog I gave myself a time frame. I decided I would post consistently 2-3 times a week for three months. After that time was up I would decide if I liked it enough to continue or if I hated it and would quit. I wasn’t willing to just write a few posts and see what happened. I knew that producing quality content would take time. I knew I wouldn’t see any kind of reward in 30 days. I knew I had to dig deep and commit to a time frame to see if blogging was for me. If it wasn’t I knew I had an out at the end of 90 days.
I encourage you to do the same thing. Commit to a time frame for producing content and then stick to it. Commit to writing blog posts 2-3 times a week no matter what. Commit to creating podcast episodes once a week for 90 days without fail. I blogged through flu, Christmas and clients. I blogged no matter what for 90 days. Commit to producing content at that kind of intensity for 90 days. After your 90 days is up then decide if you want to keep going forward with content marketing.
5. Plan a calendar
The number one way to not succeed at content marketing is to be inconsistent. When you post consistently it matters to your audience. Your followers will see that you show up on a regular basis. They will start to look forward to your posts. They will begin to depend on you and then trust you. This is only done if you are consistently posting every week. I am not saying that you have to post something every day and you shouldn’t! But you do need to post something at least once a week to build a loyal following.
The best way to make this easier on yourself is to create an editorial calendar. Map out your content for the next 90 days. This will help you brainstorm your ideas and create a plan. It will also help you when you get stuck and don’t know what to write about. An editorial calendar is a content marketing person’s best friend!
6. Be Yourself
The reason that real content marketing works is because it is authentic. No one wants to read a blog post with canned content that is on every agent's site. People like content marketing because the person behind the writing is being themselves. They aren’t being stuffy or pretending to be someone they are not. They are sharing their wins and losses. They are being open and honest. Most importantly they are being real. You must be yourself when creating content marketing. It is the only way to get people to respond to what it is you are putting out there. You have a unique voice so share it with the world!
7. Take risks
Along with being yourself you have to take risks when creating content marketing. The majority of your content will be positive and upbeat. But every once and awhile I recommend that you throw content in there that stirs the pot. Don’t be afraid to challenge the status quo. Take on a controversial topic and give your take on it. Maybe you don’t believe buying is always better than renting. Write about that and ruffle some feathers. I did that when I wrote a post challenging the mediocrity among agents. It got people talking but more importantly it got people thinking and doing. By doing something different you will stand out from your large group of competition.
Content marketing is an opportunity to grow your real estate business organically. Getting clients through content marketing feels just as good as getting referral clients. Clients that come to you through content marketing already trust you. You have shown them your level of expertise and given them something of value. You have done it in such a way that they don’t feel sold to which builds your credibility. I challenge you to add content marketing to your real estate strategy for the next 90 days. If you stick with it you will reap the rewards of building a loyal community that will see you as their real estate expert!
Jennifer Snyder is a real estate marketing consultant, speaker and blogger at Marketing Ideas for Agents. She researches marketing ideas, tools and resources that will make real estate agents’ lives easier and help them grow their businesses.
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