When someone is looking for a property management company, how do they find the right resource? Well, these days, most people turn to the web. They Google something along the lines of “property management company in {geographic area},” and the search engine returns a list of options. The goal of any business in today’s digital age is to improve the chances that their company name shows up as high on that list as possible. This is achieved, in large part, through content marketing. Let’s delve a little deeper into what this type of marketing is and how you can leverage it for your own organization.
Start with a quality website
First, it starts with a quality website. Think of this as the virtual front door to your business. In most cases, your website will be the very first interaction a potential client has with your property management company, so it’s important to make that first impression a good one. Hire a professional to design a website for your company that is easy to navigate, aesthetically pleasing and – most importantly – filled with content that is optimized for search engines. This will help you get found by your prospects.
Focus on producing regular content
Next, focus on producing regular content for your audience. While the copy found throughout your actual website will remain mostly static, your blog should be updated frequently (we recommend at least once per week or more). The reason this is so important is because search engines favor content that is fresh, unique and valuable. Blogs provide the perfect vehicle for delivering this type of content on a regular basis.
Content is any form of communication or interaction
It’s also important to point out that the term “content marketing” refers to much more than just written communication, such as that offered through a website and/or blog posts. With respect to marketing, content can be any form of communication or interaction with your prospects and existing clientele. That includes all kinds of media, such as videos, images, infographics, slideshows and more. Again, every piece of content you produce and share should be optimized for best performance in the search engines.
Related Post: Social Media Content Ideas for Property Managers
Get your content into the right hands
Once you’ve got some content created, the next step is sharing it with the world. Aside from simply posting on your blog, it’s important that you take the necessary steps to get your content into the right hands. These days, this is typically done through social networks, like Facebook, Twitter and Instagram. The trick is to produce content that your audience will find useful enough to share with others. The more your content is shared, the more exposure your brand will receive, and the more potential leads you’ll get for your property management company.
Share the content of others
Your content marketing strategy should also include material that is not your own. The old theory of “you scratch my back, I’ll scratch yours” can be applied here. When you share the content of others, they’re more likely to return the favor. Look for quality content that your audience would benefit from, and then share via your social channels.
Establish your brand as a trusted resource
Along with better performance in the search engines, a good content marketing strategy can place your property management firm in a position of respect and authority within your community and beyond. By producing and sharing high-quality content, and being active among your social networks, you’ll begin to establish yourself and your brand as a trusted resource that will naturally strengthen your company’s web presence and attract more potential customers.
The only “wrong” way to do content marketing is to not do it at all
So, now that you’ve got a better understanding of what content marketing is and how it can benefit your organization, where should you begin? Well, start with your website and then move down the list. Develop a content management calendar to schedule and publish your content. Tap into others within your office that might be able to assist with content production and then just dive in.
How are you leveraging a content strategy for brand awareness and business growth? Please share.
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