There are so many things you can do for content strategy on the Internet–videos, infographics, blog posts, e-books, the list goes on and on. We can’t possibly do it all. In order to be successful, we need a strategy for what kind of content we’re going to create and where we’re going to share it online. Instead of creating content for ranking, we need to think of content in terms of what’s going to have the most impact for our customers and for our bottom line.
This is a very different approach than early content strategy, which basically told us that we need to create content for the purpose of ranking well. As with every other SEO trend, as content started to flood the Internet, Google had to take a step back from content and focus more on the quality, usability, and intent of the content instead of just the fact that it exists. Now, you won’t see your website climbing in the rankings just because you’re posting text on your blog every week.
Because it won’t benefit your bottom line as a homebuilder to promote your blog, we recommend taking a different approach to content strategy in 2015. Since your bottom line is getting someone to buy or build a home with you, your content should be designed for people who are looking to buy or build a home. As this is a very specific type of content, it doesn’t do well to design an ongoing blog around it, so don’t. Instead, you can create content that lives on your website and is always easy to access and share.
Here are some things to keep in mind as you work on the strategy and creation of quality, usable content.
1. You are an authority on buying and building a home.
Working with a variety of homebuyers in a variety of situations, you’re a qualified expert on the homebuying process. You know the kinds of questions homebuyers will ask before they ask them. Don’t just think in terms of a list that describes the overall process. Really dig into parts of the process that homebuyers will be researching, like how mortgages work, how inspections work, and common troubleshooting they might experience in selling their home.
This type of content will show up in a search result for a person who is in the market for a new home, which puts you at a better advantage to receive qualified leads on your website.
2. Quality matters more than quantity.
It’s better to have one or two outstanding pieces of content than many pieces of boring, half-baked content. Whatever you decide to create, make it thorough, organized, visually appealing, and above all useful.
3. Be a resource for people who are looking to buy a home in your area.
Choose topics that relate directly to people looking for a new home in your area. Think of what homebuyers are searching for–the best school districts, low crime areas, etc. Your content doesn’t have to be written–it can be an interactive map that plots schools, their districts, and their ratings. Or a neighborhood mapper that ranks areas on scenery, location, schools, tax rate, and crime.
When your content becomes the #1 place homebuyers go to answer a certain question, you gain even more qualified site traffic and brand goodwill, which can go a long way toward building a solid reputation on the local level.
4. Create content that benefits you to advertise.
As a homebuilder, it doesn’t benefit you to pay to drive traffic to a blog post on back-to-school shopping or home decorating tips. Even if you had a great blog post on either of these topics and it brought a ton of visitors to your site, they probably wouldn’t be the kind of visitors who would buy from you.
Don’t lose sight of the fact that the only person you really need to visit your site is someone who’s looking for a home.
As you go about revising your content strategy, consider what you can contribute to the overall process and what you need someone else to contribute. If you don’t have time or budget to devote to a good content strategy, wait until you do instead of slapping something together with the limited resources you have. Quality is always better than quantity when it comes to your website and search rankings.