We all know that content marketing is king, but content is nothing without consistency. Organizations that produce engaging, steady content often achieve greater results. But consistency is becoming an increasingly significant issue for many businesses.
With a solid content calendar, you can build stronger connections with your audience, hit touchpoints on the buyer’s journey, and position yourself as a trusted and valuable resource.
Why Is Content Marketing Consistency Important?
Grasping the attention of consumers has become a tough business. No longer will traditional forms of mass marketing be an effective way to bring awareness to convert prospects into buyers.
Creating a few blogs or posting on social media here and there might help a prospective customer understand a topic better, but it will not help you hit all of the necessary touchpoints or build a meaningful relationship. If you are not a consistent content marketing creator, you are not fully connecting with your audience.
Consider your favorite actor, who probably stars in a few favorite movies. If she continues to select roles that you resonate with, eventually, you might find yourself interested in pretty much anything she is involved in. This is how to position your organization: as a well-known, trusted, and familiar resource that consistently delivers great work.
How to Create a Strategy — and Stick to It
The solution to consistency is inbound marketing, a modern method that equips you to create content that drives buyer personas through your marketing funnel. The inbound marketing methodology will help guide the context your material should be used within and is based on four stages: attract, convert, close, and delight.
The attract stage is all about building awareness creating content that turns strangers into visitors. Thus, you should primarily focus on blogs, social media, and white pages. The goal is to provide solutions to your persona’s problems. For example, for an urban apartment, you might write a blog highlighting “The Best Places to Eat Gelato” or “10 Interior Design Tips for a Loft Apartment.”
The convert stage is about converting visitors into leads. The type of content you are producing would be in the form of a call-to-action (CTA) or landing pages. Create gated offers where viewers must provide minimal information that will be valuable to your business (email, zip code, etc.). For example, offers can include infographics, fact sheets, eBooks, or how-to guides.
In the close stage, your strategy should be all about turning leads into customers. In this stage, you should focus on your CRM, email, and workflows. It’s important to speak their language, meet their needs, and seal the deal.
In the delight stage, you will continue to provide value and show you care about your customers. In turn, they will become advocates and promoters for your business. Through social monitoring and surveys, you can see how satisfied your residents are, and if there is a problem you can address it quickly. Happy customers are your best advocates for attracting new leads.
Knowing these stages and using them to create consistent and targeted content marketing can help you produce the right material in the right context for your persona.
The Key to Content Marketing Consistency
Running an inbound marketing campaign for your multifamily property can be difficult. Once you draft your buyer personas and map their journey, it’s time to put together a campaign. But planning your social media calendar the first time is time-intensive, which is why we’ve put together this handy template to get you started.