Content, content content! It’s the term we’ve probably heard mentioned one thousand times. We also know that we never seem to have enough of it, and, of course, certainly never enough time to create it. So, it typically falls to the wayside. But, when you really think about it, do you truly know what content is and its relevance to your property?

365 Connect recently published a whitepaper on the importance of content marketing within the multifamily industry, which also detailed how to create an effective content marketing strategy. They essentially discovered that given the changing digital environment, content marketing has still been able to not only weather the storm, but grow even stronger, with greater plans over the next decade. It has even been estimated that content marketing revenue will exceed 300 billion dollars by the end of year. So, what does that mean for you as a multifamily owner?

Well, since the content craze isn’t going anywhere anytime soon, it’s time you became familiar with the concept, specifically as it relates to your website traffic and, ultimately, bottom line. 

Here’s what you need to know:

What is content?

Content comes in many forms and sizes, not just your typical words on a page. From videos, blogs, and imagery to infographics, case studies and social media posts, content, when leveraged strategically, can undoubtedly create results for apartment marketers. It includes the information that you present and communicate to your target audience or end user and is directed towards a specific medium. It is also always created with an end goal in mind–be it to share experiences, build relationships, increase SERP placement, or educate an audience. No matter what your goal is, creating great content starts with understanding your customer base and identifying a purpose for it.

Search engines love it

Your page ranking plays a major role in the volume of traffic you receive from your website–and search engines typically reward great content. With a goal to deliver the most relevant information to its end users as possible, search engines like Google are constantly fishing for great information to create the most optimal user experience–and this starts and ends with identifying high quality content. Google does through leveraging algorithms, which are constantly changing, to determine which results to show to users first. 

So, with this in mind, when developing content for the SERPS, you’ll want to take advantage of keywords and choose them wisely. When incorporating keywords on your site, ensure that you’re creating the most valuable piece of content for that given keyword or phrase. Keep the intent of one’s search in mind as well as user experience. Longer is not necessarily more effective in this game; rather, it all comes down to quality–and remember, images are content too!

It can be shared

Another great benefit of quality content is that it can be shared across multiple channels, which creates an added boost to your marketing strategy. By leveraging social media, for example, you have the ability to share information with your audiences and source this content right back to your website. By taking on this strategy, you can create loyal, engaged followers among increased click backs to your website, which the SERPs consider when determining the legitimacy and relevance of your business. To gain a better idea of which content produces the most results or engagement, you can leverage your Google Analytics platform.

Rentbot can help.

All quality content needs a great website to call home. Each Rentbot site is guaranteed to attract, convert, and retain tenants–thus, improving your bottom line. With mobile friendly site designs, conversion optimized layouts, and plenty of space for your most prized content, our websites are designed to save you both time and money, while creating a strong first impression for your visitors. And with our built-in SEO package with targeted keyword research, we’re able to optimize each page to boost your organic ranking. 

Leave your content with us, and we’ll do the rest. Experience what we can do for you through a free 30 day trial here.

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.