Mastering Essentials of

Content DevelopmentGetting Started, Creating Customer-Centric Content & Social Promotion

The Goal:

“People do not want to be

constantly bombarded with sales

material. If you are in a competitive

industry, try to find a super niche

way to attract your customers.

Create content that is not sales-

focused, but customer-centric.”

1Define Your Objectives, Understand Your Audience & Build Editorial Guidelines/Calendars

2 How to Create Compelling Content That’s Customer-Centric

Agenda

3 Promote Content Via Social Media

Define Your Objectives,

Understand Your Audience &

Build Editorial

Guidelines/Calendars

Define Objectives & Goals

• Clarify the value and impact you want to deliver to your business

• TIP: Before you get started, always ask yourself the following questions.

• What content is best to raise awareness for my business?

• How important is it for content to increase traffic to my website?

• What content is best to drive meaningful engagement with customers & prospects?

• How can I leverage content to drive leads and sales?

• Be very specific with your answers

Identify & Understand Target Audience

• Identify all of your audience segments

• Prospects: Those renters/home owners who have yet to purchase from you

• Customers: Those renters/home owners currently looking to purchase

• Former Customers: Those renters/home owners who have previously purchased from you

• Build relevant content that addresses needs & solves pain points for each

segment

Build Editorial Processes & Calendars

• Define your voice• This reflects your business’ mission statement.

Defining this will form the framework within which all of your content should be developed.

• Distinguish tone across each content

format• Write down a list of 10-20 adjectives that describe

how you want your business (and content) to come across. Are you bold, personable, helpful, funny, factual?

• Create editorial calendar to organize,

manage deliverables and build steady

cadence of thought leadership

• Blogs • Checklists/One-Pagers• “How To” E-books • Success Stories/Case Studies• Infographics• Videos

Building Customer-Centric

Content

Customer Centricity Fuels Content Success

Storytelling Irresistible Urge Consideration

Evaluation Purchase

8 Steps To Developing Customer-Centric Content

1. What’s in it for the customer?• Inform renters about prices/dining/nightlife/venues. Educate future home buyers about featured properties.

Share community/political issues that affect current renters/home owners.

2. Personalize content based on relevance (what your customers are interested in).

1. Be intentional with every word.

2. Drive empathy for your business.

1. Build suspense and create excitement.• Guest blogs, photos/GIFs, videos, infographics, social media

2. Convert TL; DR into GR; LI.• Don’t bore your audience with long explanations. Stay true to what they want/care about and use content to

deliver on that promise.

3. Find content “greatness” with co-created content.• Tap into influencers in the real estate industry to host Q&As on your blog, launch mini workshops, live social

chats and more.

4. Do more with less. Don’t frustrate customers with irrelevant content.

Promote Content Via

Social Media

Social Promotion Adds Value

Four out of five marketers

promote content via social media • Share details about upcoming “Open

Houses” and featured properties

• Include links/CTAs to drive event

registrations and newsletter signups

• Tell visual stories via images &

videos (branded)

• Curate real estate focused content

• Share testimonials, photos, videos

live from events (i.e. Open Houses,

conferences, etc.)

• Activate employee ambassadors

• Targeted paid promotion across

Facebook, Twitter, LinkedIn

• Leverage Outbrain to boost traffic and

engagement with top performing

content

• Partner with real estate publications to

distribute/promote

Get Your FREE Digital Audit Today!

http://www.godigitalmarketing.com/local-businesses/local-marketing-playbook/

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Call 888-373-2822 -Email insights@godigitalmarketing.com

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