Creating a Simple (But Powerful!) Content Marketing Plan to Cover Multiple Channels
Content creation is an essential part of entrepreneurial life. As a small business owner, you need to get your name out there in as many ways as possible; this is especially true in real estate, which is a relationship business at its core! The more content you’re able to produce about who you are and why you can help your audience buy or sell their home, the more you’ll be able to build brand recognition and trust.
However, time is a precious commodity in the real estate industry. Creating high-quality content for multiple platforms and channels – from blogs to newsletters, emails to video-texts, and more – can be an overwhelming task for many agents. This content multiplier formula (CMF) can help you take one single video and transform it into several additional pieces of content to be blasted out across all your marketing channels.
Pick a Topic
If you’ve read our previous blog on social media optimization, you know about the Rule of Thirds. Put simply, your posts should be ⅓ promoting your business, ⅓ interacting with your audience (especially through educational content), and ⅓ sharing personal stories to build your brand. Pick a weekly topic that best fits into this rule depending on your marketing schedule.
Once you’ve determined your topic, you’ll need to hone in on the overall structure of the video: hook, story, and offer. You’ll want to do more than just rattle off facts or recite a news article; instead, try to work in a personal story that will make that topic more impactful. Add a powerful headline to get people interested (www.Buzzsumo.com can help you brainstorm) and a strong unique value proposition or call to action, and you’re ready to get filming.
Record Your Video
Whether you’re a single agent or you run a team, you’re going to have to get comfortable in front of the camera. Video marketing is an absolute must for agents right now; according to Hubspot, 80% of video marketers reported increased traffic and lead generation as a direct result of video.
It can feel daunting when you first start out, but you’ll grow more comfortable being on camera the more you practice! Fortunately, your audience is more interested in authenticity than perfection. You don’t need to have your hair and makeup professionally done, or spend hours practicing a script. Just be yourself! Remember, “done” is better than perfect.
Edit Your Video
Video editing doesn’t need to be as technical as it sounds. In fact, many agents simply upload the raw file; it all depends on your personal preferences. Of course, you will have a better response if you go above and beyond. Hiring a professional video editor to add an intro and outro, include subtitles, and add frames and adjust the aspect ratio can significantly boost your ROI – especially if your video is optimized for each social media platform.
- Recommended to upload the highest resolution video possible.
- Recommended aspect ratio is between 9:16 to 16:9 (Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16).
- 2:00 minutes or less
- In Feed
- Minimum resolution for all formats is 1080 x 1080
- Multiple aspect ratios are supported: Landscape aspect ratio is 16:9, square aspect ratio is 1:1, vertical aspect ratio is 4:5.
- 60 seconds or less
- Recommended resolution is 1080×1080.
- Aspect ratio is 9:16.
- 15 seconds
- Recommended resolution: 1080×1920
- Recommended aspect ratio: 9:16
- 15 to 30 seconds
- Recommended resolution: 1080×1920
- Aspect ratio: 9:16 recommended to fill a standard mobile phone screen (1:1 with letterboxing)
- 30 seconds to 1 minute
- Recommended resolutions are 1280×720 (landscape), 720×1280 (portrait), 720×720 (square).
- Aspect ratios recommended at 16:9 (landscape or portrait), 1:1 (square). 1:1 is recommended as the best route for rendering across devices with the best output.
- Recommended dimensions: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p), 1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p).
- Aspect ratio is 16:9 (auto adds pillarboxing if 4:3).
Break It Up: Now that you’ve got the core piece of content recorded, you can start breaking it up to post through multiple channels. The various videos should already be edited to go up on social media, so this section is more about supplemental written content.
- Quote Cards: Designed for Instagram and Facebook, quote cards should contain the biggest takeaways from your video. Limit the content to only one or two sentences and try to post two a day. Black and white designs tend to catch the eye, but it’s important that you also include the colors associated with your brand. Quote cards with people in them tend to get better engagement and they allow your audience to put a face to your name.
- Blog: Do additional research on your chosen weekly topic to flesh out a 600-1200 word blog. SEO keywords should absolutely be included; sites like Semrush can help you figure out what keywords and phrases are most likely to help you rank on Google. The intro paragraph can be used in the YouTube video description, which should also be linked in the blog itself. The goal is to have every piece of content to connected to each other so any organic traffic will be funneled toward your website.
- Podcast: Find a guest speaker to discuss the topic in a 10-20 minute (or longer) podcast. These will be posted on YouTube, blasted out through Spotify, and even included in your weekly or monthly newsletter. The tone should be casual yet informative; you want to establish yourself as an expert on the topic without coming off as unnapproachably professional.
Send It Out
With all of the hard work is out of the way, it’s time to schedule your posts. Include your latest podcast (or original YouTube video) in your newsletter along with the blog, and figure out when you’re going to post on Instagram and Facebook. These two platforms offer the greatest ROI for agents and are the easiest to work with. Here are the best times to post on social media:
- 10:00 p.m. for the Long Post
- 8:00 a.m. for Quote Card
- 12:00 p.m. for Facebook Video
- 2:00 p.m. Instagram Short Video
- 4:00 p.m. for Quote Card
- 6:00 p.m. for Instagram Story Video
If you follow this marketing schedule, you’ll see a much higher rate of engagement; more people will like, comment, and subscribe to your pages.
With several months of marketing materials at your fingertips, you’ll be able to start creating much larger projects. Compile multiple long-form blogs to create downloadable ebooks or bring together hours of educational content to create masterclasses. Both of these can be included in marketing funnels to further push organic traffic to your site.
This content multiplier formula can save you hours of work each week, but that doesn’t necessarily make it easy to execute. If you need help getting started – whether it’s picking weekly topics, knowing which recording equipment to use (spoiler alert: your phone is fine), or finding a team to properly break up all of your content – REN 360 can help. This all-in-one marketing platform is designed to do the heavily lifting for you so you can focus more on what matters to you. Sign up for your 14-day free trial today to get started.
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