Many real estate agents give up on content marketing even before they get started. Some others give up after writing a couple of blogs. They share this content enthusiastically on their business’s social media platforms, and then they hit a blank wall.
Well, creating content consistently is tough – there is absolutely no doubt about it. It’s difficult even for professional writers. Real estate agents are good at representing buyers and sellers. Writing is not their forte in the first place.
But you like it or not, you have to take on this challenge and come up with unique and engaging content (it could be in any format – video, blog, podcast etc) on a consistent basis.
In order to ensure that you stay on the top of your game as a content marketer, you need to create a content marketing plan, or in other words, an editorial calendar.
Following an editorial calendar is similar to following deadlines in a home deal. If you miss deadlines, the deal may fall apart. The same is true for content marketing. If you don’t know what and how much content you are going to produce and exactly when you are going to present this content to your audience, you will not get any results out of your content marketing efforts.
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Here are some tips on creating an editorial calendar:
Determine your content’s format
You need to choose which type of content format suits your audience. For example, your audience who is mainly property buyers and sellers may find inforgraphics, blog posts and videos interesting.
When you start producing content, you can experiment with different content formants to know which one of these get you the maximum number of leads. You can then start focusing more and more on those content formats to boost your online marketing efforts.
You should also check out websites of your competitors to know what kind of content is working for them.
Once you’ve decided on the best content format for your audience, you now need to come up with topics. Most real estate agents struggle to create topics that their audience will find interesting.
When you’ll look for topics, you will find that everything has been written about. Your prospects can get guides on the topics of buying and selling homes, staging, home improvement etc from several sources online. So you need to brainstorm and come up with ideas that are unique to the communities you serve. Even if the ideas are generic, try to give them a unique and personalized voice to connect with your audience.
For example, if you are writing a blog on seller disclosure requirements in Los Angeles, you need to incorporate California specific laws with regard to TDS.
Even before you start producing content, come up with as many ideas as possible.
Validate your ideas
Next, you need to ensure that the topics you choose will not only help you connect with your audience, but also grow your website’s ranking in the search engines.
With help of free analytics tools like Google Analytics, you should find out appropriate keywords to use in the content. Besides, you should also visit online forums, online social media groups etc that your prospects visit and try to find out what kinds of questions and problems that they have. The content on your website can address these questions and problems.
Create outlines for ideas
Before you put your validated ideas into the content calendar, you must create outlines, or in other words, what points you are going to highlight. It will help you overcome writer’s block.
If you have outlines ready, it will very easy for you to create content around them whenever you get down to it.
Create Schedule and set deadlines
If you have come up with enough ideas to get you going for the next couple of months, you now need to create a schedule for when you are going to produce each piece of content and when you are going to present it to your audience. Be as specific as possible when you assign deadlines.
For example, you can assign a couple hours during one day of the week — to get all of your content creation for the week done and automate content as needed.
It is one of the most important steps in creating an editorial calendar. You need to set aside a couple of hours each week to analyze the performance of each content piece you produce so you can gauge its success and if it’s worth duplicating or revising.
Editorial calendar will help you stay organized and boost the results of your content marketing efforts.