Content Strategy Troubleshooting for Real Estate Digital Marketers
Creating content isn’t for the weak willed. It takes a lot of consistency. It’s no wonder many agents leave their websites – it has become some sort of online business card. Well, some think it’s ineffective. Well, how do you get in the faces of your target market if you aren’t producing content for them? Your competitor does. Bad news for you.
Anyway, this post is not about the pros and cons of updating website content. Together, let’s examine why content has been ineffective for you. First, we need to ask these five content strategy troubleshooting questions.
- Are you producing content for the right people?
- Is what you’re talking about what folks want to hear from you?
- If you’re producing content, are you reaching the right people with your content?
- Are people reading or viewing your content and going on their merry way?
- Who are your competitors? What are they doing?
As a real estate digital marketer, these are questions you should be asking, sometimes even before producing any piece of content. And we’ll see answers to these questions in this post.
Note that while content is a prime driver of traffic, leads and authority in 2019, strategy is the glue that holds it together. Your content strategy is your game plan. Most people think it’s just about turning out content day in day out. No! It’s about the right content for the right people through the right platforms at the right time. But if you can turn out content day in, day out, that may work in your favor too. Yet, content marketers who get incredible results with content have found that the game changer isn’t the quantity but the right strategy.
Troubleshooting Question 1
I don’t need to harp on the importance of buyer personas again. The information is everywhere. Here are issues that may arise when the buyer persona research process is ignored.
- Your content attracts mostly readers who wouldn’t convert to customers. People love to consume content. They may find your content informative, entertaining or educative generally. But since your content doesn’t explore their needs, problems as it relates to your services, it would be hard to trust you can offer the solution they need.
- You produce generic content. “Generic” in the sense that many versions of the same information already exists online. e.g “7 tips for home buyers”. It doesn’t really help anyone and it’s not unique.
- Your content drives less subscribers. Folks who read your content only read and go on their merry way. You impress with your use of words but you do not meet their needs or solve their problems. It’s harder to trust you’ll do the same with your email campaign offer.
Define or redefine your ideal buyer personas and create helpful content that meets their needs.
Troubleshooting Question 2
This revolves around authority. For example, if you write about fashion on your real estate blog. That might generate short term traffic, but it dilutes your authority both on Google and in the real world. Thanks for the tip but I’d rather listen to a fashion tip from a fashion expert. Your content themes should be what you’re qualified for. Looking at the big picture, authority demands that you stick to the theme. For example, if Neil Patel started posting fashion tips on his social media pages, he dilutes his authority as a b2b marketing thought leader.
This would result in the following problems:
- High bounce rates on posts. If I am searching for stuff on Google, I need some answers and I’d rather hear from an expert. The fact that we have shorter attention spans means that people skim content more. High bounce rates will lead to lower rankings on posts. Not good!
- Again your content attracts readers who’d most likely not turn into customers. They love your take and your tips but your knowledge of the fashion world hasn’t sufficiently proved you as a competent real estate professional.
So how do we know what people want to hear from us? Set up social listening for your brand and your competitors, note the questions people are asking, their queries. Dig into your personas, research and anticipate problems they need help with, problems they trust you can help with, then treat these with your content.
Troubleshooting Question 3
A common problem with producing content is when you produce content but no one sees it. If you make it great enough, they’ll come isn’t true. Now, you’ve identified your ideal target. The question is how do we reach them where they gather? If you’re not reaching out to them with your content, odds are they won’t find it. This means.
- You produce content but drive little traffic. When you do drive traffic, it’s not relevant traffic.
So what do you do? There are many ways to go. The crux is this: you need a potent distribution strategy. A great strategy might be reaching out to at least 20 influencers who are currently communicating with your target audience, get relevant quips from them. If they share your high value content, you get more high quality traffic to your blog page. But here’s a common issue with getting high quality traffic? Folks read your content and then forget all about you totally. Leads us to the next troubleshooting question.
Troubleshooting Question 4
They wouldn’t read your content and automatically turn into sales prospects. The 2019 content stat referenced above indicated that on average, prospects need to see about 3-4 pieces of content from your website before they convert. This means you need to stay top of mind with these prospects.
Essentially, you need to have a simple, attractive but not intrusive data capture form integrated with a CRM that reminds you to keep on with the conversation later. Evidently, you must supply something your target buyer wants. Again, knowing the needs of your ideal buyer would be of great help here.
Troubleshooting Question 5
What types of content format are our competitors playing with? What type of content format are our competitors not producing? So how can we get the edge? Using tools like SimilarWeb and Buzzsumo, assess your competitor’s content strategy. Ask questions like: where do they generate the most traffic? Which type of social content generates the most engagement? What websites are linking to them? Yet you don’t want to be too focused on competitors that you ignore the most important content driver – your audience.