How to create an effective content strategy for your property scheme


In the wise words of everyone who works in the marketing sector – content is king.

Not only does it give you the ability to share knowledge of your offering, but it allows you to speak to your audience, answer key questions they might have and give your brand an added splash of personality to help it stand out from competitors.

In this post, we’re going to take a look at the best way to deliver an effective content strategy for your property scheme.



Blogging is the easiest-to-produce form of content in our arsenal. Decide what messages you want to get across, what objectives your scheme has and create a blogging calendar based accordingly.

Don’t just base your content around your property scheme – let the right people find you by creating content that they may be actively searching for, such as:

  • “Five best reasons to move your business to *insert city*”
  • “Ten key things your staff look for in an office building”

When you come to writing your blogs, make sure you use long-form keywords to give your posts the best chance of being found. For example, instead of using:

“Property to let”

As a keyword, use:

“Commercial property to let in Greater Manchester”

This will help you reach that all-important number one spot on SERP results.


Regional partnerships

Another key way of delivering an effective content strategy for your property scheme is through regional partnerships. You may be uploading your content to your own website and pushing it out to your social media followers, but it can’t hurt to amplify this noise with a media partnership.

If we look at Manchester, there are countless publications that you could team up with to produce stories and get your messaged shared to a huge new audience including:

  • Manchester’s Finest - offers partnership opportunities and has nearly 60,000 followers on social
  • I Love MCR – partnership opportunities and one-off marketing stunts such as competitions to their 75,000+ following

Particularly if you’re running a residential property scheme, these platforms are an incredible way to spread your message to your target audience.

If you want to discuss what media platforms would be a good fit for your commercial property scheme, get in touch.



The most popular form of online content in 2018, by quite some stretch.

Video offers users all of the same information as a blog, but is much more interactive and engaging.

Instead of doing a Q&A about you’re the USPs of your property scheme, stick the camera on and record it in half the time. And if you’re worried that you won’t be hitting those key SEO pain-points, you can use software such as Inscribe which will help you transcribe the video clips for YouTube and your website, combining the SERP power of video and content.

Take a look at our previous blog on how to create content to find inexpensive, reliable video software.


Social advertising

So, you’ve made all of your content and uploaded it onto your respective websites and platforms. Now it’s time to really accelerate the reach of your content by putting some paid advertising behind it.

Choose whichever piece of content you think covers all of your key messages, decide which social media platform hosts the majority of your target audience, and put some paid advertising behind it to ensure it gets seen on a huge level.

We created a helpful guide last year to take you step by step through Facebook advertising for your property scheme – it should help you with your marketing.


Time to get creative!

Creating an effective content strategy for your property scheme can be a lot of fun, so don’t worry if it seems a little daunting at first.

If you need help with your own commercial property content efforts or would like to discuss other PR and marketing activities, get in touch with us at Roland Dransfield and we’ll be able to help you out.

Don’t forget to follow us on TwitterLinkedInInstagram and Facebook to stay up-to-date on all things media, marketing and PR.

P.S. did you notice what long-form keyword we used throughout?


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