Crafting the most compelling copy in the world won’t do your property management company any good if nobody is actually seeing it. The goal is to develop content that is relevant, optimized and valuable to your target audience. This type of content is what will ultimately drive more traffic to your website, which will hopefully lead to more business for your company. If you’re struggling to crack the code on traffic-driving content, here are 5 things that just might help you turn things around.
There are two types of content: evergreen and trending. The former is content that is designed to stand the test of time and remain as-is, such as an eBook or a whitepaper. The latter is fresh material that ebbs and flows based on the changing world around us. Trending content is great for SEO purposes because it demonstrates to Google that your property management company has an active web presence and is engaging to readers. And by capitalizing on topics that are hot at the moment, your content will be much more share-worthy.
The Property Manager's Guide to Extraordinary Marketing has all the inspiration and resources you need to make the right message heard by the right people.
The term content doesn’t just refer to the written word. To the contrary, great content comes in a wide variety of formats, from compelling images to educational infographics to funny memes and entertaining videos. Don’t pigeon-hole your content into one particular medium. Branch out and be creative, testing along the way to determine what types of content achieve the best results and adjusting your approach accordingly.
It’s been proven time and time again that people love lists. Why? Because they’re organized, easy to digest and offer pertinent information. It’s not surprising, then, that content in the form of lists is among the most popular and frequently shared material on the web. Take advantage of this for your property management company by organizing your material into list form whenever possible. The better it performs, the more traffic it’ll generate to your website. It’s that simple.
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Invest in Evergreen Content
As we mentioned above, there are two different types of web content. In addition to focusing on creating timely, trending content you should also invest at least some time, effort and resources into developing content that’s timeless. Provided it’s properly optimized and regularly promoted, things like PDF reports, white papers, eBooks and guides can still draw a steady and consistent stream of incoming traffic to your property management website.
Use the Right Tools
Churning out quality content requires that you stay on top of what matters most to your target audience. Luckily there are a number of valuable tools that you can use to your advantage to help come up with topic ideas that will get the best possible results. Check out Buzzsumo to search what’s hot in the property management industry or see what your competitors are talking about. The Google keyword planner can also be helpful in determining what search terms are most likely to get you more traffic.
It may take a bit of legwork, but the more you invest in the content you’re producing upfront, the greater the reward will be in the end.
Download The Property Manager's Guide to Extraordinary Marketing. It has all the inspiration and resources you need to make the right message heard by the right people.