One way to attract prospects and convert them to renters —and retain those renters— is to create and distribute content that’s valuable and relevant to them. It’s a technique called content marketing, and it’s become incredibly popular.

The prevalence of ad blockers, increased reliance on non-traditional sources for information, and the highly customizable nature of content marketing have all contributed to its popularity. However, the main reason it’s become so trendy is its ability to foster an emotional connection between brands and their audiences.

But content marketing isn’t foolproof. It requires careful planning and execution. So during this week’s #AptChat we discussed what’s in, what’s out and, most importantly, what’s working; these are the highlights. (Click on the links to jump straight to a specific question.)

Are you doing any kind of content marketing for your properties? If so, what do you do currently? If not, why?

How would you define content marketing for apartments today? What kinds of content should be included in that mix?

Where do you think is the best place to focus your content mktg efforts? On a blog? Videos? Facebook? Guest posting? A mix?

How do you promote your content marketing so more people see it? Any tips you’ve seen work well?

Which companies do you think do content marketing really well? (Both in multifamily and outside the industry.)

Last few minutes! Any parting thoughts on content marketing? What do you wish we could do better as an industry?

Our next #AptChat is slated for Tuesday, January 17, 2017 at 12 pm Eastern, and we’ll be discussing marketing automation for apartments. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!