‘On the Ground’ with Eric Brown: Treat Your Blog Like a Content Command Center

As apartment marketers start to trek down the content marketing pathway, they should treat their blogs as command central. However, you can write the best article in the world, but if no one reads it, or worse, can’t find it, your overall marketing strategy will suffer. There is a multitude of ways to distribute your message and get folks reading your content.

Quality content does not make a blog successful. Variety, promotion and connectivity make it successful. Goodbye bare minimum blogging! You need to have a variety of media—podcasts, video, guest posts and slideshare presentations.

At The Urbane Way, we publish over 300 articles a month on behalf of our clients. It seems that the optimum number of articles to leverage the Google juice is eight to 12 posts per month. Those close to 150 posts per year will start to produce enough leads to keep the average-sized apartment community fully occupied, when blended into an integrated marketing approach.

The key ingredient is consistency in publishing and social media outreach to assure that you’re read. If your blog is treated as a content command center, posts need to go out like clockwork and not as a second effort when “everything else gets done.” We all know that never happens.

We have used Stumble Upon and Redit to successfully gain blog traffic traction, as well as publishing the articles on Twitter, Facebook and LinkedIn. The point being, you have to do a little marketing to get your blog content noticed.

Eric Brown’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for Village Green Companies, a Midwest apartment developer. Brown also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested.

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