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Content Marketing Strategy for Property Managers: What to Expect

Property management marketing went digital a long time ago. That means content marketing has emerged as an instrumental strategy for driving business growth and enhancing brand visibility.

For property managers, curating a strategic content marketing plan is critical for building meaningful relationships with your target audience and converting them into loyal customers. However, we know that the idea that "content" drives traffic and is absolutely crucial for finding the leads you need for growth can be hard to swallow.

"Do you mean that blogs will help me find more property owners for my business?" Yes!

However, it's easy to hope that writing a few blogs and publishing them last week will deliver exponentially more traffic and leads this week. While that's not "quite" the case, content marketing does work, and it's crucial for property managers to adopt this practice, take it to heart, plan it well, and stick with it for growth. Here's what you need to know to become a content marketing believer!

How Long Does it Take to See Results from My Content Marketing Strategy?

Close up view of hourglass stand on wooden home office patience concept

First, please hear this: content marketing is a marathon, not a sprint.

Typically, it may take anywhere from three to nine months to see significant improvements in engagement, website traffic, and conversions. During this period, your high-quality, relevant property management content gradually attracts attention, encouraging visitors to engage with your brand.

It's important to remember that content marketing is about nurturing relationships with your audience. Consistency in delivering valuable content is critical, helping to enhance your brand's visibility and recognition gradually.

Moreover, unlike quick-fix strategies, the results achieved through content marketing are often sustainable, providing long-term value to your brand.

Why Long-Term Content Marketing Works

Long Term written on a wooden cube in a office desk

So, it's not a fast fix to deliver an influx of traffic to your property management website, but it does work!

Long-term content marketing consistency reaps significant rewards over time. Consistent delivery of high-quality content boosts your brand's authority, cultivates trust with your audience, and improves conversion rates. Besides, search engines favor websites that regularly update their content, further enhancing your SEO performance.

Think of it as planting a tree. It takes time and consistent care for it to grow, but once mature, it provides lasting benefits — just like a well-curated content marketing strategy.

It’s Not a "Just" a Campaign

It's essential to view content marketing not as a standalone campaign but as a long-term strategy. While individual campaigns within your overall strategy can generate quick wins, a comprehensive strategy ensures your brand stays relevant and engaging to your audience over time.

A strategic approach to content marketing involves continual learning and adapting based on performance data and evolving audience preferences. It's about building and nurturing relationships with your audience, providing consistent value, and steadily growing your brand's online presence.

Being Patient When Content Marketing Success Comes in Waves

keep going - motivation or determination concept - handwriting on colorful sticky notes

Just like the tides, content marketing success ebbs and flows. Even with a consistent content creation and publishing plan, you might experience periods of high engagement followed by quieter times.

However, it's important not to stop when you experience a low point in the recurring waves of success.

Recognize that this is a normal part of the property management content marketing journey. Achieving steady growth in content marketing doesn't happen overnight, and you can't stop if you want to experience the many benefits of this strategy. It requires patience, consistency, and strategic adjustments based on performance analytics.

Keep publishing high-quality, engaging content even during slow periods. As you continually provide value to your audience, your brand's credibility increases, your SEO rankings improve, and your audience growth accelerates.

A Traffic Drought Can Happen (But Don't Panic)

A traffic drought refers to a significant dip in your website's visitor count over a period. While it's natural to worry about this, understand that website traffic is often subject to fluctuations due to various factors — seasonal trends, changes in market dynamics, or even the evolving preferences of your audience.

Instead of panicking during a traffic drought, use this opportunity to reassess your content marketing strategy. Analyze your content's performance, identify potential weaknesses, and address them. This could be an excellent time to refresh your old content, explore new content avenues, and innovate your approach to engage your audience.

So, How Can Property Managers Plan (and Track) Content for Success?

Businessman keeping track of the paper airplane flying right on target. Long-term plan

Success in content marketing hinges on careful planning and continuous tracking. Start by aligning your marketing goals with your overall business objectives. These goals could include acquiring new customers, boosting your online reputation, or increasing website traffic.

You can also use a template to gather your thoughts and map out goals, metrics, and pieces of content. Your content marketing plan template should outline your target audience, the type of content they prefer, and your publication schedule. Ensure diversity in your content formats — blogs, infographics, webinars, and social media posts to engage your audience in different ways.

Then, tracking is just as crucial as planning. Keep an eye on metrics like website traffic, bounce rates, social media shares, and conversion rates to understand how your content is performing. Regularly reviewing and adjusting your strategy based on these metrics will optimize its effectiveness.

Setting Content Marketing Goals

Setting clear, measurable goals is at the heart of any successful content marketing strategy. Your goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. They could range from increasing website traffic by 15% in six months to growing your email subscribers by 20% in a year.

Establishing goals provides direction for your content marketing efforts and sets the benchmark for measuring success. As you progress, you may need to revisit and adjust your goals based on the performance data and changing business requirements.

Don't Forget About SEO

Searching Engine Optimizing SEO Browsing Concept

Content and SEO are two sides of the same coin.

Optimizing your property management marketing content for search engines helps increase its online visibility, drawing more traffic to your website. This means including relevant keywords naturally within your content, utilizing meta descriptions and alt texts, and structuring your content with headers and subheaders for better readability and indexing.

However, property managers must remember SEO isn't a one-time task; it's a continuous process that requires regular refinement. As search engine algorithms and audience preferences evolve, you'll need to adapt your content and SEO strategies to maintain your visibility and relevance.

Make Sure You Plan Foundational Content

RELEVANT word made with building blocks on light background

What is evergreen content? Foundational content, also known as evergreen content, refers to information that retains its relevance over time.

This type of content could be how-to guides, FAQs, or deep dives into industry trends. For property managers, this could mean a comprehensive guide to property maintenance, an insightful piece on tenant rights, or a detailed review of rental market trends.

Evergreen content is a valuable asset in your content marketing arsenal, as it draws consistent traffic to your website and solidifies your brand's authority in the property management field. Moreover, such content provides an excellent resource for your audience, fostering trust and building lasting relationships.

Reach Your Target Audience With the Right Type of Content

Handwriting of content strategy topic with hand put a dart hit on the target

Understanding your audience is pivotal to creating engaging content. Listen to your audience, understand their needs, and craft your content accordingly.

For property managers, this could mean creating informative blog posts for property owners, engaging social media content for tenants, or detailed guides for property investors. Diversifying your content types ensures you cater to different audience segments and their respective preferences.

Leverage customer feedback, website analytics, and market research to gather insights into your audience's content consumption habits. This information will guide your content creation process, ensuring you consistently deliver content that resonates with your audience and drives engagement.

Track the Right Content Marketing Metrics

Hand turning optimization knob up to 100 percent and dial indicating conversion rate metrics

Understanding content marketing metrics is crucial for optimizing your strategy. Here are a few key metrics to plan for and track when developing your strategy:

  • Website Traffic: An increasing trend indicates your content marketing is driving interest.
  • Bounce Rate: If it's high, it could mean your content isn't effectively engaging visitors.
  • Engagement: High likes, shares, and comments suggest your content resonates with your audience.
  • Conversion Rate: This measures the percentage of visitors who complete a desired action, such as signing up for a newsletter or filling out a contact form.

By monitoring these metrics, you can identify strengths and weaknesses in your strategy and make data-driven decisions to enhance your content performance.

Can You Blog Too Much?

business, blogging, technology and people concept - businessman with internet blog page on laptop

Consistent content strategies require a lot of blogs and other content to keep audiences and search engines engaged. However, a common concern for content marketers is whether they're blogging too much.

The truth is, as long as your content maintains its quality and continues to provide value to your audience, frequent blogging is beneficial. Regular updates keep your audience engaged and coming back for more. It also sends positive signals to search engines, improving your SEO rankings.

Of course, the definition of "frequent" may vary based on your resources and audience preferences. The key is to find a balance that allows you to consistently deliver quality content without overwhelming your audience or diluting your message.

Request Your Free Property Management Content Marketing Planning Template 

Content marketing for property managers is a long-term commitment that requires strategic planning, patience, and continual optimization. However, the rewards — enhanced brand visibility, increased website traffic, improved SEO rankings, and a strengthened relationship with your audience — are well worth the effort.

By consistently delivering valuable content, tracking key performance metrics, and adapting your strategy based on these insights, your property management company will be well-equipped to succeed in the digital marketing landscape. So, if you're ready to get started with your first content marketing strategy or it's time to update your existing strategy, get our free resource for property managers! Request a copy of our Property Management Content Marketing Planning Template.