We’ve called this section “News”, but we use that term loosely. You can use a blogging or news system on your website to write about anything, as long as it adds value for your users. A film review on the latest Avengers movie is not going to generate quality traffic from the search engines for people interested in your services. But, if you add content in context of your services and it’s engaging, you’ll have an edge over your competition and reap the rewards.
It's content that retains relevance, just like evergreen trees retain their leaves. It will continue to drive traffic to a website long after it is first published.
The sky is the limit, really. Almost anything can have a property spin put on it. Think about what is happening in the industry and how it effects your local market. The more localised your article, the more relevant the page will be for the users you want to read it. For example, there may be an event or festival coming up in your area. Write about the event and give advice on how to get the most out of it. “But, that’s not property related”, I hear you say. No, but it’s evergreen content that buyers and tenants interested in your area will find valuable. It also shows that you’re part of the community and that the area is vibrant and interesting. It should be easy to find similar opportunities. Here are some examples:
When you think about it, finding content is easy. Generating it is the hard part; let’s dig deeper.
PRO MOVE - Include links to other articles, your area profiles and even property developments from your content. These links will help cement the relevance of your page with the search engines.
This is the tricky part. You’re not writing for the search engines. Although you want your content to rank well, in the end it’s real people who are going to read it and who’ll decide it’s success. Remember some of the lessons from “Content for robots and humans”.
Think about how you talk to someone and write in that tone. You want some of your personality to come through. Below are 2 examples of the same idea delivered in very different ways. Which one do you find more engaging?