How are you using social media to help grow your business? The fast-paced world of social media is always changing, and it can make creating a successful social strategy somewhat difficult at times. Whether it's creating content that provides value to your audience or understanding the best ways to manage paid advertisements, it's never been more important to be in-the-know when it comes to the current best practices of today's most popular social networks.

"Content is King" is a phrase that has recently generated a lot of buzz in the real estate marketing world, but you may be wondering just how important this concept is for your business. According to a study performed by DemandMetric, content marketing costs 62% less than traditional marketing practices and generates about three times as many leads. Furthermore, website conversion rates are nearly six times higher for those who are creating valuable content compared to those who have yet to pick up on this trend (Inboundwriter).

This means that there is a lot of potential to generate more business from great content, and today's social networks are the primary ways that online users are accessing this information. The key to taking advantage of this is having a well-planned content strategy. Our 2015 Social Media Checklist highlights three important steps for creating a content strategy that will keep your audience coming back for more.

1. Monitor what your audience is talking about

Before you can sit down and start creating content, it's important to know what sparks the interest of the people you are trying to reach. This goes beyond just looking at what's trending in the news; you'll need to pay attention to the conversations that they are having with each other.

Social networks have become a place where users feel comfortable voicing their opinions, so there's never been a better place to find what they are really talking about. Are people curious about a new local restaurant? Are they looking for information about an upcoming event? You want to join their conversations, not just try to push new listings.

2. Create a content calendar

Now that you know the type of content your audience is looking for, it's time to start organizing it into an actionable plan. A content calendar serves as a way to plan what type of content you will be pushing out each day. A study from Social Breakers found that most major brands post once a day and when they posted more than once, each post received 57% of the likes and 78% of the comments per post. This means you need to make each post count.

Instead of hopping on each social network every morning in search of something to share, a content calendar allows you to plan it out weeks in advance. Not only does this give you a window of time to perfect each piece of content you create, but it also gives you an opportunity to utilize a wide range of mediums like Slideshare, eBooks, or even host a contest. Diversifying the way you present content to your audience will keep everything fresh and will help draw them in again and again.

3. Share targeted local content

People love local and they take pride in where they live. Sure, they like to keep informed on big picture topics like national news, but sharing information that is more closely tied to their community will foster far more engagement.

For example, say that a local high school football team makes it to the state championship game. Show your support and create a post or share a news report that discusses the story of how they got there. Your audience can relate to this, and may even have a history with the school, so they will feel more inclined to share it with their own networks. Once your audience recognizes you as a reliable source for all things local, they'll have that much more reason to keep up with all the content you are sharing!

Sharing great content plays a big part in maintaining a strong online presence. If you aren't providing value to your audience outside of the real estate transaction, they'll really have no reason to keep up with your business once they've settled into their new home. Download the Homes.com 2015 Social Media Checklist to find more tips on creating a social strategy that will help generate even more business in the new year!

To view the original article, visit the Homes.com blog.

More In This Series

• Social Media Tips for 2015: Set Goals
• Social Media Tips for 2015: Be Everywhere They're Looking
• Social Media Tips for 2015: Engage and Grow Your Audience
• Social Media Tips for 2015: Start Investing in Paid Advertising
• Social Media Tips for 2015: Measure Your Success
• Social Media Tips for 2015: Keep Up with Consumer Trends