social media

Top Tips to Crush Your Content in 2019

We are big believers that content marketing is hands-down the best low-cost, high-leverage strategy for providing value to prospects and generating business. Not to mention, it is so versatile - offering a strategy for agents from a variety of scenarios. Still, the key to great content isn’t only the ideas, it is the execution, which must be thoughtful and relevant to your audience.

As with any marketing strategy, the success is in the consistency and our favorite way to stay consistent is to utilize a content calendar to help pre-plan your content while still leaving space for timely content pieces that can supplement your plan.

When the secret is in the consistent daily actions - we want to make it easier for you to implement. So, we’re sharing our content calendar template (the same one we use here), here are a few helpful tips to executing your plan well.

1. Identify the topics your audience cares about

Different audiences want to hear about different topics and in order to execute a content marketing strategy effectively, you have to consider this when crafting your content. Who are you speaking to? What are the things they care about? What mediums do they utilize? Remember, your content can strike out if you’re just posting it blindly.

2. What frequency can you sustain?

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Sure, posting multiple times per day sounds great and yes, the effectiveness is proven. But if you can’t consistently keep to your content calendar, you might as well not take the time to complete one. Instead, focus on what you can sustain (even when you’re busy). What resources and systems can you implement to leverage when your schedule is more packed?

3. Engagement is essential.

Okay, so you have the best topics, you’ve implemented a schedule and system so that you can regularly post - but oh no! You’re not there to engage with your audience when you post! Tisk, tisk! The point of posting is to engage your audience and utilize low-cost marketing tactics to gain a larger reach and more effective conversations. If you are scheduling posts and not able to respond to comments or interact with your audience, you’re missing the point.

4. Be flexible to time-sensitive content.

While we love the convenience and increased opportunity for consistency that prior planning offers, there are also bound to be timely posts that can really generate a lot of traffic and engagement. Don’t miss those opportunities. Consider supplementing your content calendar or even rearranging it to allow for timely content. We believe that sustainable content calendars are split roughly 50/50 or maybe even a 60/40 pre-planned content/timely content ratio.

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5. Research but give credit!

Many people fail with effective content strategies because they think it all has to be their content. That just simply is not the case. There are so many resources in our local communities that it makes perfect sense to cross-post content to your audience. That said, be sure you are crediting your sources. Taking credit for something you didn’t create just plain isn’t cool.

We know that creating content is tough, but an effective content marketing strategy can make a huge difference in your business. Let 2019 be the year that you build your content strategy and become a true community resource.

Moving Forward

Great brands are more than just fancy (or simple) logos, more than just vision statements, or cutting-edge marketing. The core of a great brand rests in their actions and the actions of those associated with the brand. It requires that you take the words off the page and live your creed. But to build a great brand, you have to have more than branding - you have to have character. 

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Take, for example, Uber. This is a brand that despite their one-time lofty valuation of $69 billion dollars, has had their fair share of struggles. In fact, many of my friends have fully abandoned Uber as a result and moved to other rideshare providers such as Lyft. But Uber as a brand is making an effort to come back from their setbacks through their new Moving Forward campaign. Now, taken at face value there is nothing particularly remarkable about Uber's moving forward campaign and many probably see it as a mere effort to regain the sought after appeal that they once had. Frankly, I thought that. But then I experienced what my hope is the campaign in action. 

Last Friday night, my wife and I took an Uber to dinner to see our friend play music at a local restaurant. After some glitches with the app, the driver, Vicki, called us to ensure that she was headed to us on the fastest route. This was my first inclination that we were about to have a great experience, but at the time, it didn't seem any more than good customer service. She was pleasant to talk to during the ride and very accommodating asking us standard questions such as "would you like the air adjusted?" or what type of music we preferred. I jokingly asked her if she had ever considered real estate. All in all, 5-stars! 

Now, when it was time to come home, my wife went to call another Uber to take us home. What are the chances, but it was Vicki again! We laughed to each other when she picked us up exclaiming how that never happens. We chatted with her our whole ride home and learned a lot about her story and even about her recent homebuying process. The fact that we asked about that, we'll just call an occupational hazard. Vicki dropped us off, wished us well, and went on her way. 

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Here is where things get interesting. On Sunday afternoon, our doorbell rings. I couldn't figure out who would be stopping by, and when I answered the door, it was Vicki! I was obviously surprised to see her, but she immediately held out her hand with a set of car keys explaining that she found these in her back seat and she thought they might be ours. They weren't. So, I asked her, "what are you going to do now?" She went on to explain that we were her sixth house and she had about fifteen more to go by to see if they had left the keys. Talk about living your creed of making the rider experience next level! Vicki is the example. She's living it. 

You see, Vicki probably doesn't even know about the Moving Forward campaign. I didn't until the other day either. And she probably doesn't have any personal connection to the company's leadership. Not to mention, she does this as a side hustle. But what Vicki does do is she lives the commitment the brand is making to move forward, to improve every ride, and to put people first. I can think of a long list of things that Vicki probably would've rather done on Sunday afternoon than drive around to all of her riders pick up points, but to her, it wasn't about what she preferred to do. It was about the commitment she had made to a brand, to the rider, and to herself. That's something to be proud of. 

5-stars, Vicki.  

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