How to Create a Successful Home Builder Employee Blogging Program
Is your company’s blog content beginning to feel tired and uninspired? Interesting, valuable, and fun-to-read blog content can make your company irresistible to home buyers online. Great blog content that is promoted through social media, email marketing, and SEO will attract more leads and appointments. But coming up with blog post ideas week after week (when you also have homes to sell) can be a challenge. Fortunately, your best resource for amazing content may be right in front of you.
A team approach to developing fresh, original, authentic content is a great way to communicate with potential home buyers. In fact, your team may be the best people to tell home buyers how your company provides value at every stage of the home building process.
- Your construction team can write about construction quality
- Your design team can write about new products and how to make selections
- Your management team can write about company culture and mission
- Your customer service representatives can write about homeowner satisfaction
- Your sales team can write about buyer testimonials and homeowner events
Your own team is a gold mine of information, ideas, and insights that for new home buyers.
Time, Talent, and Tasks
But before you hand the reins over your team, consider the time, talents, and tasks of your team. A good blog post can take hours to research, write, and edit. Not every sales person who is exceptional on the sales floor has the skill set (or the interest) in writing a blog post. Not every management team member who can brilliantly communicate vision and culture in a team meeting can translate that into a blog post. Even if your team members are exceptional writers, time taken away from doing their job to writing about their job may not always be the most efficient use of their time.
The Best of Both Worlds
Consider hiring a content strategist with an industry-specific focus instead. An experienced content strategist can spend 5 or 10 minutes interviewing a team member and then shape that conversation into compelling content for search engines, social media platforms, blog posts and email. Content that increases traffic, leads, and appointments.
Very often there are elements of your company culture, construction process, customer service, or design center that seem obvious or ordinary to you, but could be the deciding factor for a home buyer. Enrolling your team in the content development process with an industry-focused content strategist can help you rise above the competition without breaking the bank.
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Need help with your content strategy? Contact us to find out more about our content marketing services for home builders.