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How to Create a Content Calendar


You’ve heard time and again that creating content is a requisite to growing a successful business. There’s always that trite saying, “content is king” popping up on blogs to remind you (hey, wait a minute…). But, as overworked as that statement may be, today, it’s never been more true. It’s a motto held by many a marketer, and in real estate, it’s no different.

Buyers and sellers are everywhere, and they’re looking online to your website for answers to their real estate questions and needs. And after all, you are the expert. Help these potential clients find your website by churning out educational blog posts and other valuable content that will help establish your site as a trusted, go-to resource.

You might be rolling your eyes at the thought of blogging, but trust me, it is not just for misguided college students looking to overshare their lives. It’s outlet for brand awareness and lead generation as well; HubSpot even found that marketers who use blogs receive 67% more leads than those who don’t. And, TechClient saw that websites with a blog tend to have 434% more indexed pages, which means better SEO.

There is no shortage of content that you can create for your buyer and seller audiences to boost your SEO and grow your business. But, doing so does require time, and it requires ideas. Sometimes, we can lose track of both of those pieces. Luckily, you can create an editorial calendar, like the one here, to help you manage your content and to hold you accountable for creating it.

Brainstorming ideas for your calendar

No one knows your audiences better than you do, so you want to focus your content on their needs and likely pain points. Do you work with a lot of first time buyers? Yes? Then you want to have resources, like a post on the types of mortgages, that speak to that audience. Below are a few general types of posts that you can work into a variety of topics for your real estate blog. We cover each of these types more deeply in this post, as well as in our eBook, Blogging Best Practices for Real Estate Professionals!

  • Evergreen content
  • Curated content
  • Audience questions
  • Community/Neighborhood posts
  • Infographics/eBooks
  • How-to/List posts
  • Repurposed content
  • Keyword posts

Pro Tip: Keep in mind that you want to conduct research on the keywords you want to target to drive traffic to your site, and incorporate them into your relevant posts. These are juicy bits of SEO that can help you beef up the relevance of a post, as well as your overall search ranking.

Download the template

As I said before, no one knows your audience better than you. So, I have included a few ideas in this editorial calendar template that you may or may not choose to work with. It’s up to you! Feed your clients the real estate knowledge they crave, and use this calendar to help you stay on track.

Download the content calendar template.

Pro Tip: You may want to have a separate calendar for social media, or better yet, automate your social media so that you are always touching those various channels. It’s best practice to post to social media every day, but where you post can also dictate what you post and how often.

It’s not just about blogging! While that is a huge part of your editorial calendar, be sure to also include your newsletters, event coverage, press releases and resource releases/promotions!