October 29, 2017

Creating Content Of Value


Let’s face it , whether we call ourselves “agents” or “REALTORS” or “real estate professionals,” one thing is certain - we are all marketers. Our goal is to continually get our message out to a broad audience in creative and interesting ways. This means we have to continually be creating content. And with all the voices out there shouting at our customers these days, our content also has to be valuable and inspiring and engaging in order to stand out.

But what happens when you hit that wall of “what do I write?” or “what do I post?” or “what do I make a video about?” Or even, “what makes my content valuable anyway?” This lack of ideas can happen to all of us.

The important thing to remember is that it’s not just about creating content. We are all capable of writing stuff... The real good stuff comes when you make your message more important than the content. After all, it’s not necessarily about how or where you are saying it – it’s about the why.

Not sure you are creating content with a valuable and engaging message?  Do an audit on both your online and offline marketing, asking yourself these eight questions:

Is it fun and engaging to read / watch?

Your message should relay passion and excitement.  It should tell a story that resonates because there is emotion behind it. You want them to think and feel something.

Is is personal and engaging?

Your message has to be personal. You want your audience to feel like you are speaking directly to them, and not to every single other person. You want to spark conversation and engagement. After all, you are speaking to real people!

Is is current and relevant right now?

Your message has to be timely and relevant. It should speak to what is happening right now, and resonate with those you are engaging with.

What are you asking them to do?

This is where the why really comes into play. What do you want your audience to do with the information? Are the next steps clear? Helping them take action is the real value in your message.

Is it worth your time?

We also need to think about what we spend our time on. Are we putting our time, effort and messaging into the audience and messaging that really works for us? It’s super important to know your numbers and know what works.

Are you growing?

As you continue to create messaging, you should always be looking for ways to increase your goals and your audience. Push yourself to try new things. Think outside the box. Do what your competition isn’t doing.

Are you collaborating with others?

You are not an island. Seek out others that you can partner with, include, and tag in your messaging. Give it that little something extra, and not just the same old “me me me.”

Are you showing your fans the love?

No matter what type of content or messaging you are creating, don't forget your superstars, raving fans,  advocates, referral partners, and cheerleaders. Whether those are people or systems, don’t forget to include them in your messaging.

Answering these eight questions will help you to ensure that your content isn’t just noise, but brings real value to your audience.