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Social Media Content Strategy

Sheli Cordero, President, Station 11 Consulting

Knowledge is power when it comes to creating content. You know your customer, and you know your industry.

From legislative changes that impact your local market to helping a first-time buyer understand the value of an Owner’s Policy, your knowledge is power.

Here are a few basic tips to start generating content:

Relatable Content

Relatable content has the capacity to engage and resonate with people on a deeper level, whether it's through humor, personal anecdotes, or sharing common struggles. Remember how your wire fraud detection program protected a first-time homebuyer's entire life savings only days before closing? It's a relevant story that can help educate consumers about wire fraud techniques while also promoting the investments you've made to combat cybercrime.

Stories don't need to be dramatic or epic to be engaging. You can capture your audience's attention by simply highlighting your own experiences as a home buyer or seller. Maybe you encountered an unexpected title issue and can share how your title policy protected your investment. By sharing your own experience, you not only emphasize the importance of a title policy and the safeguards it offers, but you also establish yourself as an industry expert with firsthand knowledge.

Leverage Trusted Sources

You receive industry-related news, updates, and other information from sources your audience, especially consumers, may not be familiar with. By sharing articles relatable and valuable to your followers, you build trust and position yourself as the go-to resource for industry news. Always add your own insights, and depending on the content, ask your audience to share their thoughts.

Make sure shared articles are from sources you trust and rely on for news and updates, such as the American Land Title Association (ALTA).

Community Content

Sharing information about local events and businesses not only helps you establish yourself as a knowledgeable and trustworthy professional, but also shows your support for the community you serve. When a new restaurant or small business opens, or you hear about an upcoming community event, such a new farmers market or festival in the park, share the news with your followers, tag the business(es), and use event hashtags to increase reach among other attendees.

Share a candid photo of your next team meeting to show you’re constantly learning and growing, and highlight the product, service, or resource and how it will benefit the audience.

Interactive Polls and Surveys

Polls and surveys can be powerful tools to engage your audience while gathering customer insight so you can address their needs. For example, a poll asking, “What is your preferred method of communication?” or “What’s the #1 challenge you face in closings today?” can help shift your service model to provide better service.

If you’re working on your education calendar, asking your followers to rank their interest in potential topics not only helps you plan for higher attendance, but also conveys your intention to provide the information they find valuable.

Awareness Campaigns

Make a strategy and plan ahead. Let’s say, for example, you’d like to donate and/or match donations to a specific organization for National Breast Cancer Awareness Month. Work with the organization to create a unique donation portal online, then add it to the homepage of your website on the first of October. As part of your overall marketing strategy, create social media, email, and print campaigns asking your audience to visit your site and join you in donating to support breast cancer awareness. Then, encourage them to share their “pink” photos using a unique branded hashtag for a chance to win a prize at the end of the month. The combined power of this multi-layered campaign not only helps increase donations to support breast cancer awareness, but also increases your website traffic and social engagement to help build stronger relationships with your audience.


Used to categorize and label content, hashtags make it easier for users to search and discover posts related to a specific topic, which increases post visibility and attracts new followers. Creating hashtags unique for specific campaigns and events is a great way to reinforce your brand and connect content across multiple platforms.

Build brand awareness with custom hashtags.

Start conversations and spark engagement with custom hashtags for company events, products, and services. Ask followers to share photos and stories about a particular topic using a customized hashtag or ask for their thoughts on a specific industry trend or hot topic.

Promote Your Channels

One of the simplest ways to build awareness around your social media pages is to add linked icons to your website, blog, and email signature. Take it a step further by adding icons with social handles to your business cards, event displays, education material, and printed marketing materials. Display “Follow us on…” signage in closing rooms and provide fun props with hashtags for post-closing photos. When you post content, encourage your followers to “share” it with their own network.


At Station 11, we understand that creating a successful social media strategy for your business can be overwhelming. Let us take the guesswork out of it by developing a custom-tailored online presence that grabs the attention of your target audience.

Schedule your consultation and learn more.

Let's Write Your Success Story!

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