How can you create and distribute engaging commercial real estate content?

1 Know your audience

Before you start creating any content, you need to understand who you are targeting and what they are looking for. Research your ideal clients, their pain points, goals, preferences, and behaviors. This will help you tailor your content to their needs, interests, and expectations. You can also use tools like surveys, analytics, and social media to gather feedback and insights from your existing and potential clients.

2 Choose your topics

Once you have a clear picture of your audience, you can brainstorm topics that are relevant, useful, and interesting for them. Think about the questions they have, the problems they face, the trends they follow, and the stories they want to hear. You can also use keyword research, industry news, and competitor analysis to find out what topics are popular and in demand. Try to balance your topics between evergreen and timely, educational and entertaining, and informative and persuasive.

3 Pick your formats

Depending on your topics, goals, and resources, you can choose different formats for your content. For example, you can use blog posts, ebooks, white papers, case studies, infographics, videos, podcasts, webinars, or newsletters. Each format has its own advantages and disadvantages, so you need to consider factors like your audience's preferences, your budget, your time, your skills, and your distribution channels. You can also repurpose your content across different formats to increase your reach and efficiency.

4 Create your content

Creating content that is informative, engaging, and appealing for your audience requires you to focus on quality, clarity, and creativity. To get the most out of your content, you should use a catchy headline and a compelling introduction, as well as clear and concise language that avoids jargon. Visuals, examples, and stories can help to illustrate your points, while data, facts, and testimonials can support your claims. Additionally, you should use a friendly and professional tone that shows your personality. Finally, make sure to include a clear and strong call to action while inviting feedback from your readers.

5 Distribute your content

Creating content is only the first step; you must also distribute it effectively to reach your target audience and generate leads. You can share your content through a variety of channels, such as your website, email list, social media platforms, directories, partners, and influencers. Optimize your content for the format, audience, and goal for each channel. Additionally, you need to monitor your performance and measure your results using tools like analytics, metrics, and feedback to track reach, engagement, conversions, and ROI.

6 Update your content

Finally, you need to keep your content fresh and relevant. You don't want your content to become outdated, inaccurate, or irrelevant. You need to update your content regularly to reflect the changes in your industry, your audience, and your offer. You can also repurpose your content to extend its lifespan and value. You can use tools like audits, reviews, and surveys to identify your content gaps, opportunities, and improvements.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?