8 Steps to a Content Oasis: How to Create Reusable Content for Your Apartment Community

By Ashley Tyndall

Creating fresh, engaging content for your apartment community's social media channels, website, and resident newsletter can feel like a never-ending cycle. New ideas are constantly needed to capture attention and keep residents engaged. 

But what if you could create content once and leverage it in multiple ways throughout the year?  Enter the magic of reusable content!

By planning content with reusability in mind, you can streamline your marketing efforts, maximize your return on investment (ROI), and keep your community consistently informed and entertained. 

Here, we'll explore 8 steps to create reusable content that keeps your apartment building at the forefront of residents' minds:

Step 1: Identify Your Content Pillars

Think of your content pillars as the foundational topics that define your brand and resonate with your residents. What sets your apartment community apart? Do you focus on pet-friendliness, have a vibrant resident events calendar, or are you committed to sustainability? These core themes will guide your content creation and ensure consistency across platforms.

Step 2: Embrace the Power of Evergreen Content

Evergreen content refers to information that remains relevant and valuable over time. Think resident guides to navigating the leasing process, tips for apartment maintenance, or blog posts exploring the best things to do in your neighborhood. This content can be repurposed and refreshed throughout the year, saving time and resources.

Step 3: Master the Art of “Chunking”

“Chunking” involves breaking down a larger topic into smaller, digestible pieces. For example, a blog post on "Creating the Perfect Apartment Balcony Oasis" could be repurposed into social media posts with specific tips on choosing furniture, selecting plants, or stringing outdoor lights. This allows you to extend the life of your content while keeping your audience engaged.

Step 4: Think Visually (But Strategically)

High-quality visuals are essential for capturing resident attention. However, avoid generic stock photos that don't reflect your unique community.

 Invest in professional photography or videography showcasing your amenities, resident events, and the surrounding neighborhood. These visuals can then be repurposed across platforms and inspire future content creation.

Step 5: Repurpose & Refresh With Resident Input

Don't underestimate the power of resident feedback! Conduct surveys or polls to understand what content resonates most with your audience. Use resident testimonials to personalize blog posts or social media captions. Refreshing existing content with resident voices keeps it relevant and fosters a sense of community involvement.

Step 6: Embrace Multiple Formats

A well-written blog post can be your content goldmine. Convert key points into infographics, create video summaries highlighting key takeaways, or adapt sections into resident email newsletters. Diversifying your content's format allows you to cater to different learning styles and reach a wider audience within your community.

Step 7: Schedule & Automate for Consistent Engagement

Creating a content calendar ensures a consistent flow of information and keeps your social media channels and website buzzing with activity. Many platforms offer scheduling tools to automate posting, saving you valuable time. However, remember to stay responsive to comments and messages to maintain an active dialogue with residents.

Step 8: Recycle What Works, Rethink What Doesn't

Track the performance of your reusable content across platforms. See what resonates with your audience and what falls flat. This allows you to refine your approach and tailor your content strategy to maximize engagement. Content creation is an ongoing process, so be flexible and adapt as needed.

Building a Thriving Community

Create reusable, informative, engaging, and resident-focused content to transform your apartment community's content strategy from a desert of repetitive posts to a flourishing oasis of valuable information and community connection. 

Remember, the ultimate goal is to create a space where residents feel informed, valued, and excited about their apartment living experience. So, embrace the power of reusable content and watch your community thrive!