We're unlocking a few secrets on how to bring your clients to you. Here are our 4 steps to creating your Content Strategy and why it matters. Step 1 - Find the Right Spell Buying a home is a big step. Most people don't wake up one day and purchase the first home they see. They take time to research, discuss their options, look around, and then make a decision. Think about the steps your customers might take before they get to their closing date. Putting yourself in your customer's shoes will help you understand their process and therefore make a better connection. The first step in creating a content strategy is defining who your customers are and what their journey looks like - find the spell that fits your demographic. Map out how they get from decision to purchase. Pro Tip: create the journey in stages or steps but don't get specific about locations or floor plans, keep it generalized. For example: step 1 - deciding to buy, step 2 - deciding where to buy, step 3 - figuring out the budget, etc. Step 2 - Gather your Ingredients This is when you come up with ideas to talk about online. It is your opportunity to share your knowledge about the industry, your area, and the home buying process. The ideas do not have to be defined as a social media post, blog post, webpage, etc...at least not yet. Get your team together and think of topics that would be relevant to your customers. For example, if you're located in Salem, an interesting topic might be about Old Town Hall's history and how it is still being used today - showing your customer the great features in the community and sharing your love of the location. Pro Tip: write your ideas on post-it notes so you can easily organize them in Step 3 Step 3 - Prep Time During this phase of your content strategy, you will organize the topics into the different stages of the customer journey. Once you have your topics organized into the different stages of the customer journey, you can begin defining how you will use those topic ideas. Break it down by month, week, and day. Start big and then work your way back. The example below shows you an overall focus for the month, a topic idea for the first week of that month, and then what is posted each day.

Content Organization Example for Salem

Customer Journey Step 2 = Deciding Where to Buy This Month's Focus = Getting to Know Salem Week #1 Topic Idea = Old Town Hall's Rich History - Then and Now Marketing Channels = Facebook, Twitter, Instagram, Blog, and Email Marketing

• Monday = Blog: The Past and Present of Old Town Hall
• Tuesday = Facebook Post: Old Town Hall is used for a farmer's market and other special events today, but did you know what it was used for in the 1800s? #gettoknowsalem
• Wednesday = Twitter Post: Have you visited our Old Town Hall recently? Learn more about the rich history: #gettoknowsalem #notjustwitches
• Thursday = Instagram Post: Grab your broom and make the Sanderson sisters proud - host your Halloween party at one of the oldest buildings in town! Check the link in our profile for the details #gettoknowsalem
• Friday = Email Marketing: campaign highlighting the blog post, Instagram photo and hashtag campaign

Pro Tip: Use Google's URL Builder to create tracking URLs for all your marketing materials - on and offline. They can even shrink it for you to save valuable character counts! Step 4 - Creating your Magic This is when you implement your strategy! Your spell is complete. Each step in the process can be 1 month, 1 week, 2 months...it just depends on what makes the most sense for your company. In the content organization example, we have figured out what each marketing channel will post and all tie back to the main theme of the history of Old Town Hall. This creates a consistent brand message and online experience for your users. Our recommendation is to work one month in advance so you have ample time to prepare content and keep it all organized. Also, posting about something your customers might find relevant allows you to rank in search for new items. Instead of fighting for the keywords everyone is going after, think outside the box and expand! Creating content that is helpful shows that you are the expert in your area and will be there for your customers. Don't force a lead - enjoy the process and give your customers time to get to know your company. Why It Matters Content strategy can be overwhelming but it can also be incredibly helpful for your marketing and sales teams. By knowing what you have coming up in the next month, you can prepare your messaging both on and offline. Everyone is on the same page and the stress of creating content has been removed. This also is great for your brand messaging! By having an organized strategy in place, your users have the same experience across the board. The ad they see on Facebook has the same graphics and messaging as the image you posted on Instagram. Your email campaign is directing users to your blog and your social media posts and creating awareness and engagement. By sharing your knowledge online, you are positioning yourself as the expert in your industry. Not everything will convert a lead and thats ok! The way people interact with companies and make buying decisions is changing. The users have all the power and will look for answers to their questions. You just have to make sure that you're the one providing the information for them to find. Pro Tip: stop focusing on converting when creating your strategy and put the focus on providing your customers answers. Find your audience, figure out your message, get it organized, stay away from black flamed candles and you should be well on your way to looking younger - creating relationships and making sales!

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Want to know more about Content Strategy? Contact the BuilderIQ team to set up a quick call and learn how you can use it for your company and benefit your SEO at the same time!