Why You Should Have A Dedicated Content Strategist

social media

I recently read a wonderful article from SocialFresh & just had to share the article with you (along with my comments in teal), 2013 is already off to a great start for real estate!

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“In my mind, successful ‘social media’ strategy lives at the intersection of the information needs of the social audiences you can grow, obtain and nurture, the content you can create or curate for them, and the right choice of social platforms that you use to deliver your message.

These intersections happen in minute slices of time – those seconds when the user was browsing for content when that social network happens to deliver them your content in their social stream.

But the desire to create more of these intersections happen has made the challenges of creating that content more daunting than ever.”

The solution to this is making sure you have the proper blog & social media networks set up with uniquely placed and organically chosen SEO & tags for each post. With the Essential Real Estate Package you’ll receive a WordPress blog & all the social media networks needed to ensure you proper placement & keep your audiences entertained & coming back, along with gaining more leads & connections.

Fragmentation

“When I wrote early last year on this blog about the ‘Fragmentation of Social Networks’, and shared some of these thoughts at Social Fresh East last year, I saw the industry already starting to change course.

In short, trends from that time seemed to dictate mostly that the information needs and user experiences of social content were changing for many end users, and audiences were starting to move from big “shopping malls” of content to “boutique shops”, focusing on destinations and brands that would deliver what they wanted. The destinations of these “social intersections” were starting to move from the familiar to the less familiar in terms of networks.”

By utilizing your unique niche market even more, you can become your areas neighborhood expert! I post to my clients blogs about their local information, such as local events, local real estate news, etc. My clients even send me images with a short blurb about their local restaurants with a pictures of them with the owner and/or favorite dish. Also, by having a unique name for your blog centered around your niche market, will increase your ranking as well as placing it within your SEO & tags.

Visual Social Strategy

“Later in July 2012, I spoke at the Ad Age Small Agency Summit and shared how the first beginnings of social media strategies for visual networks had started to appear.

With the explosive growth of Instagram, Pinterest and changes to Facebook’s display of photographs in the timeline, the die was being cast – visual assets had to be a part of the mix. Early adopter brands had started to figure out how to use their vast content stores in effective ways, and test the waters outside of what they knew best.”

One other great “online magazine” to utilize would be Scoop.it they offer a little bit more as far as tags go than Pinterest. I know, Pinterest is popular – but they don’t offer tag placement for search engines.

Content Strategy Takes A Back Seat

“At this point, the reality for many brands was with limited resources, deeply thought out content strategy were still a secondary concern.

It was more often about ‘keeping the lights on’ and getting as much content out as possible, with quality often taking a backseat to speed.

After all, in many cases, posting more often just lead to more opportunities for engagement, with limited penalties (unlikes, unfollows) for too much content, since such a small percentage of your audience was interacting anyway.”

That’s why it’s important to have one daily post (M-F) with good content & tags properly placed. You don’t want to over post or under post – once a day is all you need.

Enter Edgerank

“Then spawned what I’ve dubbed the ‘Great EdgeRank Crisis of 2012’, which in a split second, made brands re-evaluate their content strategies (and, often, establish a content strategy for the first time), and the people behind sourcing the content that would run.

The loss of access to large parts of the audience brands thought they had built, through good content and effective community management, and often through spending money on advertising, to was frustrating to many. Instead of living in the periphery through networks that, in theory, brands could ignore, the content strategy question spawned it’s head right in the belly of the beast, on Facebook itself.

The lesson in a nutshell: your Facebook content needed to be better than ever to avoid negative feedback, or it would run a much bigger risk of never being seen by the people you want to reach, and even more concerning, first level friends of those people who could be coerced to build a relationship with you.”

The issue with Facebook is they don’t offer SEO or tags…you are only noticed by way of word of mouth or people finding you off your blog, etc…The most effective social media networks are LinkedIn & Twitter…with Twitter you have hashtags (#). like LinkedIn & by creating a LinkedIn Group you can have all your connections be part of it & they will receive a weekly update of all your postings (it acts like an email campaign).

Content Must Be Awesome

“For an organization with a reasonably large fan base (both offline and online) and a desire to be active on social media now likely having to at least consider and understand the inherent content challenges for having presences on Facebook, Twitter, Instagram, Pinterest, Tumblr, Google+, the goal became crystal clear.”

Simply by utilizing the proper blog (WordPress) and most beneficial social media networks (LinkedIn, Twitter, Google+, ActiveRain & Trulia) you will have all the connections, leads & online presence you need.

Your content had to be more than occasionally entertaining

“You had to be entertaining, or relevant just about every time out of the box, and the penalty for going too far for the first time was a legitimate concern. And it had to be right for the platform it was on. This really required a new way of thinking.

Ian Schafer of Deep Focus described this way of thinking in an excellent AdAge piece called, ‘Why It’s Time Your Brand Invested in a Creative Newsroom’, where he suggests that ‘The best content is not what surfaces most often through search results, but what travels most often between people.When we look at the success of content these days, there is often an inverse relationship between how good it is vs. how much we had to pay for people to actually see it.’ I couldn’t agree more.”

That’s why it’s so important to choose your content “niche market” related & share it on the best networks where folks will actually leave comments, like posts, share/retweet them.

The Content Newsroom

“The newsroom approach is probably the best analogy I’ve heard so far about this new way of thinking. An independent content strategy for each platform has started to become part of THE content strategy for the brand. With new platforms, the approach used to be, ‘let’s develop a strategy for ____’.

What this left many brands with was bits and pieces that lived in multiple places, and often in multiple people, and a bolt-on approach which didn’t really meet the objectives of the brand.

Now, the fragments of platform specific strategy are being pulled together into a cohesive overall one.

They have to be.

It’s too expensive to fragment limited people. To borrow the newsroom analogy again, let’s take the late evening news, as an example.  While the weather, sports and business report have been produced by different people, the end broadcast is the product people rely on and tune in for.

They expect a package product for their information needs. Someone needs to pull this altogether to make sure while they are proficient in answering the specific needs of that audience, the overall show feels complete.

This is why I think your social media team will have (if it doesn’t have one already) a dedicated content strategist. I think it’s time to spin out this role into it’s own speciality and recognize the unique skill sets it requires, if for no other reason than the time and complexity involved in creating and distributing good content.”

Which is exactly why I created the Essential Real Estate Package. My goal is to make you your areas #1, go-to, expert agent. Contact me today if you’re intersted in finding out more about how it works.

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