Content Marketing, Lead Nurture, Strategy

8 Crucial Steps to Creating Appealing Online Content

A golden rule that Property Republic follows when executing our content strategy is the 80/20 Rule, which outlines that 80% of your online marketing content must serve to educate, entertain and inform your audience and only 20% should be dedicated to directly promoting your business.

Essentially, our social media content intends to educate first and sell second.  Providing audiences with a range of content designed to offer valuable knowledge and insights is the key to maximising engagement. Sales content must make up only a fraction of your content marketing strategy for it to remain successful.

The team at Property Republic know that creating engaging content isn’t a simple task.  To make your job a little easier, we’ve developed a list of eight tips to help your brand deliver appealing online content: 

1. Know your topic

As obvious as this step may seem, it gets overlooked all too often.  Ensuring that you understand a topic from all angles and can predict what questions may be asked about it, is a crucial step in developing engaging content.  It’s also important to know how the particular subject relates to your audience – what do they want to know about it? What do they need to know about it? Only once you have a solid understanding of a topic and its relationship with your audience can you begin creating effective content.

2. Develop an angle

Once you have selected and a topic, your next step is to determine from which angle to approach and execute it.  You want to choose an angle that is both authentic and relevant – something that will stand out from other content that covers the same or similar subjects.

3. Determine the form

Sometimes written content isn’t always the most effective way to communicate a message.  Perhaps visual or video content would prove more engaging.  Or perhaps a series of short and sharp social media posts would achieve greater exposure.  It’s up to your marketing team to determine what form your content needs to take to both maximise its appeal and achieve marketing objectives. Not only must you consider what form would prove most engaging, your team also has to ensure they have the necessary resources to dedicate to creating and delivering the content.  Visual or video content requires the employment of professional videographers and photographers.  Podcasts require specific recording equipment and blogs require skilled writing and researching abilities.

4. Choose the right platforms

When it comes to sharing your content online, you must be strategic in choosing where to share it.  Not all posts are relevant to all social media channels.  For example, long written content isn’t suitable for Twitter, links to personal content isn’t appropriate for LinkedIn, non-visual content is unfitting for Instagram and anything not video-related is certainly not suitable for YouTube.  For more information on the ideal platforms for your brand’s content, read our blog: Establishing the Best Platform for your Content.

5. Understand your audience

This step isn’t as simple as knowing what gender, location, age and socioeconomic pockets your audience comprises of.  Understanding the likes, trends, mindsets, behaviours and morals of your target audience is essential in order to write appealing and engaging content.  As Jayson DeMers, founder and CEO of AudienceBloom, states: “The better you know your audience, the more effectively you can create appealing content ideas, make formats decisions, handle positioning and placement, and promote the content.”

6. Consider the length

Different types of content perform best at certain lengths.  Once you have secured the topic, the angle, the form and the platform, it’s important to ensure that you are tailoring the length of your piece to suit all of the aforementioned variables.  To discover what length works best for different types of content, read our blog post: Ideal Length of Content.

7. Adopt a consistent personality

Whether your content is written or visual, creating and communicating a personality is an extremely important element.  The personality you develop not only conveys your business’ attitude towards the topic, but also communicates the character of your brand as a whole.  Keeping a consistent personality throughout all of your online content is vital when creating and maintaining a stable brand image. Personality can be conveyed through using specific tones and words.Some questions your brand may like to ask themselves when determining their online personality include:- How do we perceive our brand? – How do we want our audience to perceive us? – How do we want our competitors to perceive us? – Is formal or informal tone and language appropriate? – Is humour appropriate?

8. Proof-read and edit

This step couldn’t be more important.  There is nothing more off-putting than reading typos in blogs and social media posts and seeing or hearing jumps in video or audio material.  Take as much time checking and editing content as you did creating it. This step also includes fact-checking your information to ensure it is both accurate and relevant.  Neglecting the proofing steps of content creation could cost your brand engagement and credibility.



Judi Carr

A bona fide property marketing queenpin who embraces challenges and new opportunities. Loves a good quiz. Go the Hawks. With a wealth of knowledge and experience in the property industry having worked for some of Australia's biggest developers and property organisations, our Director, Judi, guides and inspires the success of our brand.By combining her extensive property knowledge and passion with her innovative and strategic thinking, Judi always knows how to achieve the best outcomes for clients.