With so much content being churned out every day, it’s easy to fall into the trap of thinking that you need to create content for the sake of creating content.
However, this can make your marketing initiatives seem dull, uninteresting or even vague.
Your content needs to have certain qualities to be seen as engaging. At the onset, content needs to have an interesting headline, something that will grab your audience’s attention. The information you share with your audience should be relevant to their ever-changing needs.
You need to make sure that your content is always fresh and relevant so that it appeals to your target audience. To contend with your competitors’ high-quality content, your content needs to be more than just educational and authoritative. It must be creative as well.
3 signs that your real estate content needs a little more creativity
Of course, an artist would think that their own creation is a masterpiece. But there are certain indicators that show whether that’s true or not.
The same goes for content marketing. It can be challenging to assess whether your content is actually creative or not, especially when you put personal biases in play. So, we’ve shortlisted three red flags to watch out for with your content marketing.
1. Your top-performing content was years ago
It’s true that not every piece of content will perform well, but you need to have more hits than misses. Even if some of your content misses the mark, the overall success of your initiatives should still contribute to achieving your marketing goals.
The most common reasons for low-performing and underperforming content include:
- Lack of depth and relevance – While there isn’t a proven content length formula for success, search engines like Google still prioritise sites that provide comprehensive and relevant content. So, a 200-word blog isn’t going to cut it, especially if it contains heavily competitive keywords.
- Use of “seasonal” topics – General interest in dated events or “newsworthy” content gradually decreases over time, which will reflect on your seasonal content’s performance.
- Outdated data and information – If you’re releasing topical content regularly, it’s important to make sure that the information provided is constantly updated to ensure that it’s still valuable and relevant to the audience.
2. All your content starts looking the same
Consistency is completely different from repetitiveness. You need consistency to build your brand and develop customer trust and loyalty; your tone and message need to be regularly reinforced with the content you produce.
On one hand, having consistency in your content allows you to have pieces that are distinct from each other, but are still linked under overarching main themes and ideas. On the other hand, repetitive content comes across as unoriginal and even annoying to some customers.
You can avoid redundancy in your content by introducing variety in your content across different platforms. You can intersperse long-form blog posts with memes or carousel posts on your social media. This will keep your audiences from feeling bored with your content and ensure that they are engaged with your brand.
3. You’re struggling to think of new content ideas
If you’re having trouble generating ways to create fresh content, then it’s time to rethink your content creation process and strategy. Your customers are discerning audiences, and they will be able to spot content that is similar to something that’s already been posted before.
There are different sources of inspiration that you can tap into when it comes to developing new content ideas. The first option you should consider is the latest industry-related trends and news. This can give you ideas for SEO-centred blogs, reaction memes and even opinion pieces.
3 ways you can make your real estate content creative
There are several solutions you can use to add pizazz and life back to your content.
We’ve shortlisted the top three things you must prioritise in making your content more creative.
1. Develop a content strategy
Creative content involves a lot of planning (instead of spontaneity, as some might believe). Developing a content strategy will help you brainstorm ideas and generate fresh topics and themes, and it’s a great way for you to leverage content for your real estate brand.
Your content strategy will help you establish the key messages you want to convey in your initiatives while ensuring that each piece you create is relevant and unique. It gives you a bird’s eye view of how to create and distribute content for a period of time.
2. Stay focused on your customers’ needs
Creating an authentic buyer persona that reflects the profile of your target audience will help you stay focused on creating customer-focused content.
A buyer persona gives you a clear idea of your target customer’s pain points, particularly with what they look for in the content they consume. As your customer’s needs evolve, so should your buyer persona. It’s important to regularly observe and review your customer’s buying habits and preferences so that you can update your buyer persona accordingly.
Using your buyer persona as the foundation of your content ensures that your marketing initiatives are relevant and engaging.
3. Personalise your content
Personalising your content is one of the best ways to make your marketing unique and distinct from your competitors.
Personalisation helps you create a connection with your target customers and encourages them to take the next steps in their buying journey. According to this Hubspot data report, 80% of consumers are more likely to make a purchase when brands offer personalised experiences. Personalising your customer experience, and by extension, the content you offer can make your prospects feel valued and important, which can endear your brand to them.
Producing creative content is crucial in setting your brand apart from your competitors in a content-saturated landscape. You need to be strategic in how you plan and distribute your marketing initiatives to ensure that they appeal to your target audience.
If you’re having trouble getting the creative juices flowing, contact us and we will help you develop fresh and engaging real estate content.