BLOG POST BY LAUREN LEAL, DIRECTOR OF ENGAGEMENT AT THE NEWS FUNNEL
Anyone, content marketer or not, who has attempted to blog knows it's not easy. Nor is blogging the fairy godmother that magically solves all your online marketing problems. Blogging is the Swiss Army knife of the marketing toolbox: utilitarian, oft used and serving multiple purposes. Still, some real estate newbies and other marketers argue blogging is an unnecessary tactic for the modern content strategy. A well-constructed blogging plan can benefit any real estate professional, as long as you're prepared for the reality of writing. Let’s debunk five common misconceptions about blogging.
1. Not worth the time
Blogging does require a commitment of energy. Compare a blog’s needs to a social media post. Initially the blog requires significantly more output though over time quality blogs drive traffic and organic search engine placement. When taking the long-view on traffic, the time required to create a single post is more worthwhile than consistently curating social media content from others.
2. Don't need to distribute
Most visitors don't “just happen” to trip over your blog on the World Wide Web--especially in the early weeks before search engines have a chance to index the post. Blogs are products. Each post should be marketed on multiple channels. Advertise on social media networks, email newsletters, and redistribution platforms.
3. Results come quickly
Blogging and social media are the classic turtle vs hare scenario. Post on Instagram, receive dozens of likes within hours. Posts a blog and...wait. Depending on the distribution strategy and your reach, maybe the blog will generate dozens of visitors inside 24 hours. Unlike the Instagram post that will fade into oblivion, a blog post will slowly--but surely--gain momentum. Traffic will grow the longer the blog stews on the Internet.
4. Blogging is just writing
Actually, there's a niche for photo blogging and video blogging (the vlog). Even text-based blogs benefit from including related quality images. Every blog should strategically ask the reader to take next steps--sign up for alerts, a newsletter, read related content or download something. Selecting photos, designing a call-to-action, optimizing for search engine placement, and displaying for mobile devices requires strategic thinking when selecting topics and designing the page.
5. Anyone can blog
Blogging is writing and the truth is not everyone writes well. It's a skill. Good writers understand style and prose, appreciate Strunk & White, and enjoy the challenge of crafting new content. Blogging style varies from subject to subject and from brand to brand. Some real estate service providers prefer a more formal approach akin to news writing or research white papers, while other brands adopt a casual, conversational voice. There's no right or wrong voice, but a good writer understands which tone to choose and how it fits into the brand messaging.