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Establishing a strategy that organizes the contents of your blog is essential so that your users find them easily and achieve the objectives set. The content marketing is a strategy that seeks to attract, convert and retain customers by creating interesting, relevant and content that give them value.

However, it is not a question of starting to write eBooks and blogposts without rhyme or reason, or of spreading them through social networks if more. A planning is required where objectives are established and the realization of them is scheduled, always considering their correct optimization.

Why is content creation important?

Businesses must have a content marketing strategy in place to maintain traffic to their website and continue to consistently generate leads without having to invest in expensive digital marketing campaigns every month.

Including a content creation area in your company becomes essential if you want to be attracting and converting customers profitably with content that reflects your business values ​​and aims to achieve your strategic objectives.

How to create a content plan?

Once you have a digital marketing strategy based on who your target market is and what their needs are, you must move on to planning the type of content that you should offer them to capture their interest and guide them through the sales funnel.

To create your content plan, follow these steps:

  1. Analyse the situation of your company in terms of the competition it faces, its customer base and prospects, and its strengths, opportunities, weaknesses and threats (the well-known SWOT analysis). With the results you will be able to define the actions that you must take.
  2. Set your short, medium and long-term goals, making sure they are specific, measurable, achievable, realistic and time-bound, as well as key performance indicators that will help you measure the results of your efforts.
  3. Define your target audience so that you can create content that is useful and attractive to them.
  4. Develop a strategy aimed at achieving five key objectives: generate traffic, produce conversions, cause virality, improve the brand image and inform customers and prospects about your product or service.
  5. Evaluate and decide the type of content suitable for each channel and the type of keywords that you will use so that it is easily found by your audience on the internet.
  6. Decide which channels you will use based on where your competition is, which ones your target audience consumes.
  7. Create an editorial calendar that specifies the type of content, the date of publication, the campaign to which it belongs, what will be its format and the channel in which it will be published.
  8. Execute what you planned in terms of creating and disseminating content.
  9. Measure the results using the analytics tools of your website and the social networks used.

What are the best tips for organizing content?

For the creation of content to flow easily, it is important that you are clear on several points:


  • What are the themes related to your brand?
  • Who is the target audience and their interests and needs?
  • In what format and with what structure will you present the content.
  • How to write the headlines and the body of the text in an attractive, clear and concise way.
  • How to optimize content for search engines on the internet.

To facilitate all this, there are organizational tools, such as HubSpot, that not only help to schedule the publication of content, but also indicate if you are complying with the parameters of efficient writing and effective optimization, and generate results reports.

Your contents are the business card of your company, because in them you reflect your organizational values ​​and your interest in the well-being of your customers.

Hence the importance of its organization and planning so that you transmit the appropriate message that helps to improve the image of your brand before its consumers.

The quality of your content speaks of the care you put as a company in everything you do, including your product or service, and the constancy in the publication denotes concern for your audience.

Do you have a content plan? How do you manage its creation and publication? How do you measure the results?


Video as a digital marketing strategy has turned out to be a very effective tool, as shown by Tajarat properties and Serps, among other specialists in digital content; however, you need to know what content is most likely to be successful.

A third of the time that users spend browsing the Internet is spent watching videos and for 90 percent of them, these have great weight in their purchase decisions.

It is evident that videos are a great attraction on social networks, and measuring their effectiveness goes beyond knowing the engagement they cause in the form of “Likes”, “Comments” and “Shares”.

Real effectiveness in sales

It is necessary to measure the true effectiveness of videos as components of a broader social media strategy, as well as the impact they generate on brand recognition and positioning and on sales.

Can a video of your brand shared on your Facebook, Instagram and YouTube accounts achieve customer loyalty? Does it generate more conversions for you? Does it influence their purchase intentions or create new attitudes towards your brand?

In addition to improving the indicators that produce the views of said video, you must implement a way to measure what reaction is producing in your audience and if it is achieving a virilization that generates more prospects.

Content of value and optimization

It is about creating videos that awaken emotions and that add value to the audience, and also that their purpose is congruent with the messages that your brand tries to convey through other tactics and channels through adequate distribution.


In addition to selecting the correct social networks according to the usage habits of your target audience, you should optimize your videos so that they stand out in search engines and are easy to find for those interested in content related to your product or service.

Impact and customization

As in any marketing strategy, the first and most important thing you have to do is base your video campaign on a defined objective that revolves around the same creative idea that causes impact.

A novel idea is to incorporate technologies such as virtual reality, 360º video and live streaming to provoke curiosity in the viewer. It’s also essential that you target your videos to the widest possible audience to build brand awareness in the first place and to attract new prospects.

Once your audience grows, it will be time to direct visitors to other types of content that feel more personalized. To achieve this segmentation, the tools of social networks will help you.


Traffic on mobile devices has increased so digital marketing strategies are redirected to serve this market.

Currently, much of the information and content you consume is viewed on a screen no larger than eight inches. At the same time, many of the answers you need to make business decisions are three clicks away and in the palm of your hand.

This situation is no different for your clients.

In an environment guided by mobile devices, such as the current one, you must focus your digital marketing efforts on creating interaction platforms (websites or apps) that are comfortable and above all, functional to help your customers make better decisions.

What is UX?

In this sense, the user experience (User Experience or UX) should become a guide that helps you create more effective mobile platforms for your business and more visually attractive for users.

In addition, you must take care that, even if it is the first time, they see it, users easily understand how to navigate the platform and where they can find the most relevant information for them.

How to improve the experience?

To meet these goals, we share five tips to improve your users’ experience with UX strategies for mobile devices:

1.    Centre is king.

The first thing you should analyse is how users interact with their devices. In general, people browsing a website or an app from their smartphone use a maximum of one or two fingers.

For this reason, you should put the most important information and the Call-To-Action buttons in accessible places on the screen; specifically, to the centre.

Avoid corners or places that you can’t normally reach with your thumbs and look for a vertical navigation design that allows your users to access new sections easily.

2.    One-click calls and directions.

If your goals are for your customers to visit or contact you immediately, make the necessary adjustments so that your phone number can be dialled with a single click and that your business address can be linked directly to the device’s navigation system.

3.    Minimize your formats.

If you include landing pages in your navigation, you must make sure that your formats are easy to fill out. Remember that it is more difficult to write from a phone than from a computer, so consider this factor when setting up your mobile site.

Usually, the name, email and telephone number will be enough data to request in your mobile formats.

4.    Smarter menus

Although the menus in the top bar are popular on the web, you should take into account the small size of the screens of mobile devices. To maximize the visual space of the cell phone screen, make a responsive design that hides the menu in a sidebar and organizes it by drop-down sections. In this way, it will be easier for your user to visually identify where the information they are looking for is.

5.    Try it with your users.

Even if you think you’ve created a work of art in mobile design, don’t underestimate the power of timely feedback. Launch a beta version of your site or your app and ask your most loyal users to use and evaluate it, to identify areas of opportunity and correct failures in time.

I hope these tips help you design a more satisfying experience for your users. Have you visit world city Islamabad? What other tips would you give to create functional digital platforms?

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