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.)
- Q1: Are you doing any kind of content marketing for your properties? If so, what do you do currently? If not, why?
- Q2: How would you define content marketing for apartments today? What kinds of content should be included in that mix?
- Q3: Where do you think is the best place to focus your content mktg efforts? On a blog? Videos? Facebook? Guest posting? A mix?
- Q4: How do you promote your content marketing so more people see it? Any tips you’ve seen work well?
- Q5: Which companies do you think do content marketing really well? (Both in multifamily and outside the industry.)
- Q6: Last few minutes! Any parting thoughts on content marketing? What do you wish we could do better as an industry?
Are you doing any kind of content marketing for your properties? If so, what do you do currently? If not, why?
@AptChat I still think some struggle with the definition of “content” marketing – what is it, what forms can it take? #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@Marketing_Mommy @AptChat I wish there was more blogs on our property websites. #AptChat
— Mindy Sharp (@MsMin) January 17, 2017
@AptChat @Marketing_Mommy Personalized to residents and Prospects highlighting all the fun & things to do for a start #AptChat
— Mindy Sharp (@MsMin) January 17, 2017
@MsMin @AptChat I think it’s a great opportunity to share you brand voice w/residents/customers while giving helpful info #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@AptChat @Marketing_Mommy Maybe have resident guest blog about their area of knowledge, like getting home care for Senior residents #AptChat
— Mindy Sharp (@MsMin) January 17, 2017
Curious if anyone encounters challenges managing custom social media content marketing for multiple properties nationwide? #aptchat
— Dyverse (@dyverse) January 17, 2017
@dyverse Not nationwide, but multiple content generation across properties is a challenge! Takes a lot of care and contact. #AptChat
— Khara (@leftnwrite08) January 17, 2017
@dyverse (cont) It also means knowing ea/ market. Both personality and what’s out there. (It helps to be first in mkt!) #AptChat
— Khara (@leftnwrite08) January 17, 2017
@leftnwrite08 @dyverse But CUSTOM content is key. Not sharing the same post across 25 different social accts. Harder, but worth it #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
.@AptChat Scaling- we manage 100s of properties paid online marketing. Offering custom content marketing would require significant new hires
— Dyverse (@dyverse) January 17, 2017
@AptChat @dyverse That’d be boring & no one reads boring. Add video posts to perk it up? #AptChat
— Mindy Sharp (@MsMin) January 17, 2017
@AptChat I semi-work w/ a SM management provider for additional content across sites. It does get tricky, though. #AptChat
— Khara (@leftnwrite08) January 17, 2017
.@leftnwrite08 @AptChat For sure -Challenge to manage specials/unique property details while still delivering custom, tone-specific content
— Dyverse (@dyverse) January 17, 2017
@AptChat @dyverse Talk! Get them sharing in their own words. Use their social sites to take the temperature & read the tone. #AptChat
— Khara (@leftnwrite08) January 17, 2017
@leftnwrite08 @dyverse One challenge we’ve seen is getting on-site folks to ID/capture solid content opportunities. It’s a skill. #AptChat
— Mike Whaling (@mwhaling) January 17, 2017
@AptChat 1 thing is working w/ any collaborators to know your audience as well as you do. If they can’t/won’t, it can’t/won’t work. #AptChat
— Khara (@leftnwrite08) January 17, 2017
@leftnwrite08 @AptChat Content doesn’t always have 2 B shared in your channels either – share w/ community & outreach partners. #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@mwhaling @leftnwrite08 @dyverse What are 3 content ideas for on-site folks? Can we come up w/a few right now? Let’s kickstart it! #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@Marketing_Mommy @mwhaling @leftnwrite08 Pet friendly angle – guest starring pups of the property photography #aptchat
— Dyverse (@dyverse) January 17, 2017
@dyverse @mwhaling @leftnwrite08 Yes! And highlight top dog walking spots/parks within walking distance of XYZ apts. #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@Marketing_Mommy @mwhaling @dyverse One for Homey Community: (3-5) Slow-cooker Recipes that Make Great Leftovers #AptChat
— Khara (@leftnwrite08) January 17, 2017
@AptChat 1. Tips to ensure you’ll get your security deposit back. 2. Five tips to help you meet more of your neighbors #Aptchat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@AptChat 3. 5 things you didn’t know abt living at XYZ: you can rent the clubhouse, we’ll water your plants while you’re on vacay…#AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@Marketing_Mommy @mwhaling @dyverse Student Communities: Fun ways to pump up the volume on learning outside the classroom. #AptChat
— Khara (@leftnwrite08) January 17, 2017
@leftnwrite08 @mwhaling @dyverse So many cool student ones you could do. “Best jobs for students who are tired of being broke.” LOL #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@Marketing_Mommy @mwhaling @dyverse For anyone: Our ten most anticipated (albums, movies, Netflix adds, etc) for (season) 2017 #AptChat
— Khara (@leftnwrite08) January 17, 2017
@Marketing_Mommy @AptChat I did one on social apps to make friends… Led to a LOT of fun resident conversations, haha. #AptChat
— Khara (@leftnwrite08) January 17, 2017
How would you define content marketing for apartments today? What kinds of content should be included in that mix?
A2: Personalized, targeted content aimed at enhancing community connection and reach. Fun, engaging, and unique. #AptChat
— Khara (@leftnwrite08) January 17, 2017
To keep with the Borg metaphor: I think the goal is to be part of the hive mind without full assimilation… #AptChat
— Khara (@leftnwrite08) January 17, 2017
In other words, a lot of collaborative thought going into the best content generation, and some overlap, but can’t be same-old. #AptChat
— Khara (@leftnwrite08) January 17, 2017
Where do you think is the best place to focus your content mktg efforts? On a blog? Videos? Facebook? Guest posting? A mix?
A3: It’s important to know where your audience is. If you’re blogging, you need to find ways to get their attention there. #AptChat
— Mike Whaling (@mwhaling) January 17, 2017
@mwhaling @AptChat There’s social collab, too. Readers may not naturally visit a blog, but they’ll click an engaging FB link. #AptChat
— Khara (@leftnwrite08) January 17, 2017
How do you promote your content marketing so more people see it? Any tips you’ve seen work well?
@AptChat Companies that do it well connect property to what’s going on in the neighborhood/city and make it fun: use all platforms #AptChat
— Mindy Sharp (@MsMin) January 17, 2017
Which companies do you think do content marketing really well? (Both in multifamily and outside the industry.)
@AptChat Love @Chobani – specifically on social #aptchat
— Dyverse (@dyverse) January 17, 2017
Last few minutes! Any parting thoughts on content marketing? What do you wish we could do better as an industry?
@AptChat Just DO it. Gotta start somewhere! #AptChat
— Kristi Fickert (@Marketing_Mommy) January 17, 2017
@AptChat Quality over quantity! #aptchat
— Dyverse (@dyverse) January 17, 2017
Explore. Seek out the new. Try, and fail, and try again. Go boldly where no multifamily marketer has gone before! #AptChat
— Khara (@leftnwrite08) January 17, 2017
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!