Many homebuilders have a website blog that gets updated weekly or monthly because years ago we were told that putting new content on a website will help it rank better in search. However, in order to see those benefits today we have to be doing more than just publishing content for the sake of publishing content. Here are some tips for coming up with useful, interesting content for your blog that will help attract and convert customers.   Define Your Audience Figuring out the audience for your blog content is the first step in planning your content strategy. Be more specific than simply defining your audience as homebuyers. Use the formula “homebuyers who _________ “ and brainstorm with your team different types of homebuyers you typically encounter and what they’re looking for. Some examples: homebuyers who are part of military families, homebuyers who are looking to customize their home, etc. You can define multiple audiences; just know the content you will be creating for each one will be different.   Pick Your Placement A blog that isn’t promoted is going to die on the vine, so be sure to allocate funds to promote your content, whether that be on social media, via email blasts, or both. Decide if you’re creating the blog content to promote good feelings about your company or to help drive your prospects deeper into the sales funnel. Tip: both of these are great options to pursue, so if you have the manpower, do both. Content that promotes good will toward your brand is best shared on social media, while helpful content designed to drive prospects deeper into the sales funnel is best shared via email blast at opportune moments.   Find Your Unique Value What can you offer homebuyers on your blog that’s different from what other builders are offering? This can be either in the information you give or in the way you present it. For instance, if you have a large design center with interior designers on staff, ask for their assistance creating design tips using options found in your design center. This content will emotionally resonate with homebuyers, which is especially beneficial if you’re one of the only homebuilders in the area with a design center.   Thinking about content that supports the sales funnel, your homebuyers are likely going to be interested in anything that helps them make a decision about a plan or a neighborhood. Brainstorm content that you can create that either gathers helpful school and community-related information to share with your prospects or more emotional content that helps them picture life in one of your floor plans. Don’t be afraid to think outside the box and lean on your current homeowners for photos and testimonials. Incentivize new homebuyers with a gift card to Home Depot when they share photos of their new home and their story of why they chose it. As an added bonus, you’ll be collecting examples of “staged” floor plans to use as sales tools in the future.     Above all, be creative with your blog. Think about what’s interesting and valuable to the homebuyer, not the search engine. Share and promote your blog on the right channels and watch your readership grow!