Content marketing is a marathon and not a sprint. It’s designed to help you in the long term. It’s not designed as a “quick fix.”

Commercial real estate has gradually embraced content marketing. We still have a long way to go.

There are some that just get it and know how to effectively use content maybe a few others not so much. And of course, there are those who flat out fail at it. Maybe that person is you!

Why are you failing?

Reason #1: You don’t invest in quality content

When you’re training for a marathon (or half-marathon), you need to put in the effort and get those miles in. You stick to a weekly routine doing easy runs, hard runs, mile repeats, etc. And on weekends, you put in a long run.

If you half ass your workout by skipping runs or never really hit your goal mileage, it’s going to show on race day, and you’re going to experience one heck of an ugly run.

You have to put in the work if you expect a good outcome. And that’s the same thing with your content strategy … If you’re expecting a good outcome, you have to put in the work and write.

Write high-quality content. Content that speaks to the hopes, dreams, and fears of your audience. Content that educates and informs.You are the expert. Show it!

Do this day-in and day-out and you’ll attract an audience that comes back time and time again to listen to what you have to say and ultimately, buy what you have to sell.

Reason #2: You don’t produce content consistently

Your success is going to depend on your ability to deliver a long-term, consistent effort. Just like exercise, it takes a consistent daily effort to notice any real results.

Now you don’t quite need to write a piece of long-form content daily, but you do need to be consistent in your efforts. Especially when you’re just starting out.

So let’s say you’re starting a new real estate blog or establishing a position as a thought leader, here’s a good number to follow:

  • Aim for 2-3 posts per week (they don’t have to be long posts, but they do need to deliver value)

I do two every week and have for over seven years. Yea, it’s been that long.

  • Write (at a minimum) 3-5 posts for each category … the last thing you want is for your category pages to look empty.
  • Then, keep that content strategy in check by developing an editorial calendar and sticking to it.

The goal is to create a website so content rich with useful information that it positions you as the expert in your marketplace. This is a must. You will run out of ideas and get off track.

Now, most people will get stuck and say they don’t know what to write about next and here’s some advice …

When faced with writer’s block, lower your standards and keep going.

It’s much better to write something than to write nothing. If you write one hundred articles how many are going to be great? Deal with it. Keep writing.

Reason #3: You don’t promote or optimize your content effectively

There’s more to all of this than just hitting publish.

If you’re busting your butt to create all of this amazing content and no one is around to read it, what’s the point? You still have to put in some work to get your content out there to the right audience … This process is one part promotion. One part optimization.

Promotion.

Share your content with your social network. Each time you hit publish, craft a message to your network and get your content out there. On Facebook, Twitter, and LinkedIn. Develop a subscription strategy. Create a newsletter. Once a week send an email update to your database covering the latest topics. You might be surprised at the results.

Optimization.

Optimize your content for SEO. This means taking the time to add the right title tag and meta-description to your posts. Always close with a Call To Action. What do you want readers to do next? Click? Register? Call? Always gently guide your reader towards the action you want them to take next. Content creation and promotion should always go hand in hand when executing an effective content strategy. After all, it makes no sense to create all of this great content if no one’s going to take the time to read it, right?

Authenticity.

Some of us have it in spades. We are born with it. If you don’t think it’s the right way or your way you are missing the point. It’s about your opinions and points of view that matter. Let me restate that. It’s your opinions and points of view about commercial real estate that matter.

Creating quality content is vastly underrated with commercial real estate. Use it as a tool. Use it as a weapon if need be. Use these three reasons to help your commercial real estate content marketing not fail.

Good Luck!

Duke Long

Duke LongDuke Long is a twenty-year veteran of commercial real estate. He is the broker/owner of The Duke Long Agency. He is also known for writing his strong opinions about all things CRE at www.dukelong.com. He has delivered numerous presentations and discussions about online CRE tech, marketing, data, and digital media. Indiana University allowed him to study real estate and the United States Air Force discharged him honorably.