Why Cutting Content Marketing Is the Wrong Move for Multifamily Brands

Content Marketing: Your Multifamily Brand’s Secret Weapon in Tough Times

Let’s be honest — everyone’s talking about content marketing these days, but it’s not just another buzzword when it comes to multifamily. It’s your secret weapon for building an outstanding multifamily brand identity. 

Sure, multifamily inbound marketing isn’t exactly groundbreaking, but here’s the thing: it’s often misunderstood. It’s not just about chasing leads — it’s about crafting a strong online presence, boosting brand awareness, and making your property the go-to choice in a crowded market.

Why Content Marketing Should Be Top Priority (Even When Budgets Are Tight)

In a year where the mantra is “stay alive until 2025,” it’s tempting to pull back on marketing budgets and wait for the market to bounce back. However, cutting content marketing might be a mistake that could cost you more in the long run. Inbound marketing remains one of the most cost-effective strategies out there, offering a high return on investment even when budgets are tight.

Consider this: content marketing campaigns cost 62% less to launch and maintain than other marketing campaigns. Despite the lower cost, the impact is significant. 

For instance, 51% of content consumption comes from organic search, meaning your content can continue to draw in traffic and build brand awareness without requiring constant ad spend. Additionally, content marketing is responsible for increasing lead generation according to 74% of companies — proof that it’s an investment worth maintaining.

Even in tough economic times, multifamily inbound marketing provides a sustainable way to stay visible and relevant. Over a third of businesses have recognized this, allocating 10% to 29% of their budget to content marketing. High-quality content is also the most effective SEO strategy for 59% of B2C marketers, underscoring its importance in driving organic traffic and improving search engine rankings.

Moreover, the role of inbound marketing extends beyond just budget efficiency. It’s about maintaining your brand’s presence in a competitive market. With 78% of people using social media as their primary way to find information on brands, having a consistent content strategy helps ensure that your brand remains top of mind for potential customers. And businesses that integrate link-building strategies with their content marketing report a 45% greater success rate, highlighting how these efforts can amplify your overall marketing effectiveness.

In-person events, webinars, email campaigns, organic social media platforms, and blogs are among the top-performing content marketing channels. Whether hosting a webinar or crafting a blog post, each piece of content contributes to your brand’s overall visibility and credibility. 

So, while the market might be uncertain now, maintaining or doubling down on your inbound marketing efforts can position your brand for tremendous success when the economy rebounds. 

Here are some additional tips for an effective content marketing strategy:

1. Start a Consistent Blogging Strategy

Blogging is a foundational element of inbound marketing that is crucial to building your brand identity. A well-maintained blog can significantly enhance your property’s visibility online. Here are some compelling reasons why:

• Increased Visibility: Websites with blogs have 434% more indexed pages, meaning they are more likely to appear in search engine results.
• Enhanced Trust: Blogs are rated as the fifth most trusted source for accurate online information.
• Brand Authority: Regular blogging helps establish your property as an authority in the multifamily industry, making it a go-to resource for potential residents.

Starting a consistent blogging strategy involves identifying the topics that matter most to your target audience and delivering content that addresses their needs and interests. This approach keeps your website active and helps build trust and credibility, essential components of a strong brand.

2. Tell Your Multifamily Brand Story

Every brand has a story to tell, and your multifamily property is no different. Your brand story is the narrative that encompasses your property’s values, mission, and the unique lifestyle it offers. Blogging and content creation are potent tools for sharing this story across various platforms, helping potential residents connect with your brand on a deeper level.

To effectively tell your brand story, consider it more than just marketing. It’s about creating an editorial vision that aligns with your brand’s identity. Whether through blog posts, social media updates, or video content, your storytelling should reflect the essence of your property and the experience it offers. This approach humanizes your brand and fosters a strong emotional connection with your audience.

3. Create Content That Resonates

Creating content that truly resonates with your audience requires a deep understanding of who they are and what they need. This is where a persona-driven strategy comes into play. By developing detailed resident personas, you can tailor your content to address your target audience’s specific pain points, desires, and lifestyle choices.

When creating content, it’s important to consider the entire customer journey. This involves crafting content that speaks to potential residents at every stage — from those just beginning their apartment search to those ready to sign a lease. By addressing the different stages of the renter’s journey — Awareness, Consideration, and Decision — you ensure that your content remains relevant and valuable, helping to build a lasting relationship with your audience.

4. Adopt a Persona-Driven Strategy

Understanding your audience is key to creating content that effectively builds your brand. A persona-driven strategy allows you to focus on your target residents’ specific needs and interests, ensuring that your content is always relevant and engaging.

Instead of trying to cover everything about your property, focus on what matters most to your audience. For example, if your target residents value sustainability, create content highlighting your property’s eco-friendly features. If your audience is primarily young professionals, focus on content that speaks to your property’s convenience and lifestyle benefits.

This targeted approach strengthens your multifamily brand identity and positions your property as the ideal choice for your target audience.

5. Maintain Consistency Across Platforms

Consistency is key to maintaining a robust multifamily brand identity. Whether it’s the tone of your blog posts, the imagery used in your social media, or the messaging on your website, everything should align with your brand’s identity. This uniformity ensures that your audience receives a cohesive message, reinforcing your brand’s presence and making it easily recognizable.

Utilizing tools like AMP Studio collateral templates can help maintain this consistency, allowing you to streamline your branding efforts across various channels. From floorplan sheets and brochures to email signatures and business cards, every piece of content should reflect your brand’s values and identity.

Why Outsource Your Content Marketing?

Outsourcing content marketing isn’t just a trend — it’s a strategic move that nearly half of all businesses embrace. In fact, 48% of content marketing is now handled by agencies or third-party companies. This approach allows businesses to leverage specialized expertise, particularly in graphic design, video production, and copywriting.

By outsourcing, you’re not just delegating tasks; you’re investing in the quality and effectiveness of your content. Consider this: 47% of outsourcing efforts focus on graphic design, ensuring that visuals are eye-catching and aligned with your multifamily brand identity. Meanwhile, 43% of businesses turn to experts for video design and animation, adding dynamic, engaging content to their marketing mix. And when it comes to articulating your brand’s message, 37% of content marketing efforts rely on professional copywriters to craft compelling narratives.

Outsourcing these creative tasks to an agency like Criterion.B can free up your time while ensuring your content is crafted with the expertise needed to resonate with your audience truly. With a team that understands the nuances of the multifamily market, we can help you build and maintain a strong, cohesive multifamily brand identity that stands out in a competitive landscape.

Make Your Brand Memorable, Not Just Noticeable

Think of multifamily inbound marketing as the cornerstone of your brand’s identity. It’s not just about getting noticed — it’s about making sure people remember you for all the right reasons. By staying consistent, you’re not just building a brand; you’re creating a lasting impression that keeps your property top of mind. 

In a sea of options, being the property that stands out isn’t just nice — it’s necessary. So, invest in your content, keep it authentic, and watch as your brand is not only recognized but respected.