How to Repurpose Real Estate Blog Content Over, and Over, and Over Again
By Matthew Bushery
About Inbound Marketing
More than 80% of professionals rate their blogs as useful in their overall marketing strategies, and there’s a good reason for that. Blogs that feature timely, pertinent, search-optimized posts help target qualified audiences and secure new leads. The same goes for real estate website blogs. Data continues to show that quality, keyword-rich content remains essential to success in search engine results pages (SERPs).
But what about the lifespan of your content? How can you make the most out of your blog posts? When optimized accordingly, your articles will be searched repeatedly over the long haul … but there are other means to get additional traction out of them too. Here are several ways to repurpose your content and grow your real estate website traffic even more.
Constantly share tweets, posts, and status updates.
Sharing blog posts on social media is crucial to real estate marketing success. Roughly 20% of all website page views come from Facebook. That means posting content there is one of the best methods for increasing awareness of your real estate blog. Don’t forget about Twitter, Google+, and Pinterest either, as each site accounts for significant amounts of social shares daily (nearly a billion active monthly users combined can’t be wrong).
Posting links to your content on these social channels isn’t the only way to promote your posts. Using Canva, Picmonkey, or another free graphic design tool makes it easy to create graphics related to your blog content that feature text overlays with snippets from your posts or copy that explains a point made in your content. Add a small fragment of a post’s message or a quote from a contributor to a relevant photo or image, and use that for sharing. This type of imagery does extremely well on social media, especially sites like Instagram and Pinterest.
Use multiple types of real estate email marketing.
As we’ve noted, there are five core types of email every agent should send their leads — two of which are perfect for breathing new life into your blog content.
“Content is fire, social media is gasoline.”
— Jay Baer
Newsletters are arguably the most common type of email that agents send. These typically include updates on their business, new listings they represent, and blog posts they recently published. But you don’t have to limit your newsletter to just posts created the previous couple of weeks. Go back to the well and link to content that’s gained new relevance or that you think you can get more mileage (clicks) from.
Similarly, digest emails — which usually are very brief and mainly contain links to content and short descriptions of them — are perfect for re-sharing previous real estate blog posts.
Guest post on popular websites and online communities.
Many professional in the real estate industry have major web presences: fellow agents and brokers, real estate data firms, national and regional organizations, niche agent groups — all of these can offer you a perfect opportunity to get more value out of your real estate blog posts.
If you’re associated with these pros, reach out to them to see if they’d like a guest contributor to their real estate websites. If you can’t think of anyone you’re close with, research local groups related to real estate (even mortgage issuers and home insurance companies) and offer up your content.
Another option is online real estate interest sites, like forums, that feature syndicated blog posts from agents and brokers. Let the managers of these websites know about your real estate blog and request to be published in their online community.
Turn posts into infographics, videos, ebooks, and more.
Everyone has that creative itch from time to time — the one that makes you want to paint on oil canvas or learn to cook haute cuisine. Channel those creative juices to create unique multimedia for your real estate marketing. Take an old blog post and re-work it as a video, infographic, or slideshow. For instance, stats-based posts make for great infographics since you can chart the data a million different ways.
Similarly, it’s simple to use Keynote or PowerPoint to create slideshows to feature on SlideShare. Just find a presentation theme online (there are countless free and low-priced ones), and throw the main points of your content on each slide. You can optimize these by adding a call to action (CTA) somewhere in the slideshow telling viewers they can fill out their personal info to sign up for your blog newsletter or receive some other promotional offer.
If you’re not the artsy type but still want to repurpose your content and some visual elements, there’s another road you can take: long-form content. Creating an ebook out of old blog posts (e.g. turning a handful of articles about how to buy a home into a buyer’s guide) can lead to more successful real estate marketing — just be sure to alter the posts’ copy for the newer, longer piece you write. Publishing the exact same content on multiple pages can actually damage your search engine results.
To make this content eye-catching, find great real estate photos to add. You can take photos, find stock images online, or get screenshots from relevant sites.
Conduct live webinars and host podcasts.
Though we emphasize the benefits of blogging, that doesn’t mean there aren’t other great ways to communicate with consumers. In fact, you’d be hard-pressed to find a more engaging real estate marketing tactic than conducting a webinar.
Develop some instructional talking points based on one of your informational posts (perhaps one that offers home loan advice or tips on property maintenance) and host a 30-minute webinar. Promote it well beforehand, though, to ensure you get plenty of registered users joining your talk.
“What you do after you create your content is what truly counts.”
— Gary Vaynerchuk
If you don’t feel comfortable talking off-the-cuff, record a podcast that talks about the topics covered on your blog. These can be carefully edited to make sure you sound professional and then published on your real estate website.
Update old posts with new, up-to-date information.
Much of your real estate blog content may be non-time-sensitive (often referred to as “evergreen” content), but if you produce news-based posts often, they can go stale quickly. While not exactly a way to repurpose content, you can draw inspiration from old blog posts or simply write again on the exact same topic. For instance, if you blogged about the National Association of Realtors’ housing market reports last month, do the same this month, the next one, and so on.
That’s the great thing about real estate data: New stats come out practically daily, meaning you have no shortage of options to write about.
Develop new content ideas based on old posts.
You may also have content on an industry news story that is dated. You can update these posts with the most recent updates whenever they pop up. Simply go into your old post in your content management system (CMS), and adjust the information as needed. For example, if you blogged about new real estate regulations, and newer, similar ones are released, amend your old content to reflect the latest change. You can even write “Update on [date here]” in the post so readers know it features new information.
Check out our infographic The Science of Content Marketing for Real Estate to inform your real estate blogging.
How do you make the most of your blog posts in your real estate marketing? Share your tactics with us below!
Published on September 30, 2014
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.