Blogging 101: Part 2

Creating Your Content

By Erica Rascón on Apr 25, 2018 in Marketing

In our previous post, we compared popular blogging platforms WordPress, Wix, and Blogger. After choosing a platform and theme, then it’s time to start writing!

Create a Content Calendar

Planning pays off. When you take a moment to create a content calendar, you won’t miss timely events or feel the pressure to brainstorm hours before a due date. You will already have a list of topics on hand.

Prioritize timely content related to seasons, holidays, and events. For example, it makes the most sense to publish a post on pool safety right before your pool opens in the late spring. Use the blog to promote timely events weeks in advance rather than waiting until the last minute.

Identify Your Audience

Your topic should be of interest to your residents. Consider the broadest demographic at your property as the audience for most of your post. You may occasionally choose to write for niche groups.

Once you identify your audience, consider its needs and interests. Blog post content can stem from renters’ frequently asked questions, updates on the property, apartment lifestyle, local events and more. The possibilities are endless!

Choose a Blog Topic

The best apartment blog posts are those that will add value to the renter experience. Let’s say you check your content calendar and see that you’re due for a post on taxes. The topic applies to most of your audience since everyone pays taxes, right?

You consider writing the post on local tax filing services. How can you make the list of businesses more valuable to residents? Perhaps you contact the businesses and request a discount for your residents in exchange for the business referral. Such a post could build loyalty. It promotes the benefits of living at your property and living in your neighborhood surrounded by helpful businesses.

Consider researching applicable write-offs for renters. When renters use space in their apartment as a home office, they can write off a portion of the expense. Such an angle on the story adds value because you are showing residents how to save money. Cost savings build loyalty, too!

Limit Your Word Count

Brief is best. Limit your word count to 300-500 words.

If you have a topic that feels like it needs more attention, link to outside sources. For example, if you have a lot of young families at your property, you may write on creating a safe nursery. Linking to the Consumer Product Safety Commission keeps the word count low while providing parents with up-to-date information on product safety. 

Add Engaging Media

Always accompany your posts with visuals, preferably a custom photograph, video, or flyer.

Avoid stock images. Your renters will likely associate stock images with paid advertisements. You’ll lose their attention. Instead, opt for media created on the property when possible. Custom images clearly link the content to your property and reestablish your brand.

Our upcoming post will offer more details on how to create amazing photos for your blog.

What were the topics of some of your most successful blog posts?