Content Marketing

Two Ways to Make Fresh Daily Content without Burning Out

After putting your marketing strategy in place, examining the platforms available to use and launching your project, you are faced with a dilemma; how can you sustain regular postings on your blog and daily micro-updates on social media? Is it still possible to manage everything while making sure you are producing consistent and relevant online content?


According to Content Marketing Institute, skilled and consistent marketing content works. Around 90% of organisations market with content, as Demand Metric put it. Eighty percent of them believe custom content should be the centre of marketing work, while most marketers spend over 25% of their budget on content marketing. Consumers agree, with 80% of them claiming they appreciate learning about a company through custom content.


In his article, How to Create Compelling Online Content That Gets Traffic, Mitch Meyerson offers winning content templates that can attract most readers—ultimate guides, long list posts, visual content with emphasis on infographics, industry studies or data, and systems and case studies.


These are the types of content that will get you more backlinks to your website. While you can create the content yourself, it’s not always manageable. There are other ways to generate custom content without taking so much of your time. Marko Born, an online dental marketing consultant, introduced his rules of online marketing which include creating and curating content. Both are applicable and helpful for property marketers and their content strategy.


Creating Online Content

One of the most important things to remember when creating your own content is originality. With Google updating its algorithm habitually, achieving highly in page rankings can be difficult; the search engine actually punishes sites publishing bad content. It might get you thinking how hard it is to create engaging and thought-provoking content and sustain it consistently. The trick is to invent and innovate, but also to make sure you check the current trends of online content that generate most traffic.


What do people look for in the property industry? They need a home. They are looking to invest in their future. It’s only logical that you tailor your content to suit their needs; and it is always more than just putting a roof over their heads. This is where your expertise is needed. This is your chance to solidify your place as a credible authority in the property industry.


The layman doesn’t know everything about property sales but you can help him along in navigating the ins and the outs of the process. Getting ahead of the curve can also help you in formulating ideas to write about. Anticipate their future problems. Provide them with landscaping tips or brainstorm the best floor plan for a limited budget.


It’s also a good idea to impart insights on saving for a deposit, styling tips and the current trends on building homes. You may also lead them through the buying journey with articles like “12 Steps in Buying a New House” or “A Step by Step Guide to Choosing a Block of Land.” To sum it up, be certain that the content you create yourself is original, helpful, informative and fosters trust between you and your customers.


The Art of Curating

The lack of time to cover all there is to know about the property industry can be frustrating. But the gap can be filled by content curation. In his article, Pat Armitage of HubSpot said, “Content curation consists of finding material relevant to your audience from a variety of sources and sharing it strategically through your communication channels.” According to Pat, content curation must be personal. It is important to tell your readers why they should read what you created and how it affects them.


Buffer Social summarises content curation in three steps: discover, read and share.


There are many platforms where you can find useful content; from newsletters and different social media platforms to credible sites relevant to your industry. Listing a number of go-to sources can make it easier for you as it saves you time and effort in scouring the internet every single time. You can also follow people who share unique insights that can help you learn more, like those in authority within the property industry, social media experts and trendsetters. Your curated content can be in the form of blog articles, infographics and e-newsletters.


They can be about a variety of topics as well. You may include the latest home trends, actionable guides relevant to the process of looking and buying a home, expert opinions and research, and case studies about the property industry.


Now that you know all about content creation and curation, you need to keep in mind several points that will make the two strategies work and work positively:


Create Strong and Effective Headlines

Copyblogger said 8 out of 20 people will read your headlines but only 2 out of 10 will read the rest of your content. The role of the headline is to make readers read the next line, so it is no use if they stop at the headline itself.


Weave Stories on Your Post

If possible, include an anecdote in your introduction. People love knowing a personal story behind your post because it makes it more relatable.


Illustrate Your Points Better

You shouldn’t limit your content on written articles, news and statistics either. There is also significance in visuals like photos, infographics and videos.


Update Your Platforms Regularly

Most search engines favour sites with regular updates. The key here is consistency. Producing great content and posting them on a weekly basis can be doable. But while quantity is important, it is still mandatory to pair it with quality. Although content writing is never easy, it gets easier when you are passionate about your industry. Look forward to all the fruits your labour will bear in the future, your time and effort will pay off.


Just remember that in the world of online marketing, content is everything.



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.