So, which are you: a content planner or a content procrastinator?

Be honest with yourself.

How far in advance do you write your social media content? On the fly? An hour or two? A day or two? A week? A month? Never?

How consistent are you? Are you consistent? Or are you inconsistent?

Here’s how to plan, prepare and proceed …

Ideally, you should plan and write your social media content two to three weeks in advance. It significantly decreases your stress (yeah!) and drastically increases the quality of your content (woot! woot!).

This, my folks, is important. With the changes Google has announced that “quality content” is the name of the game, you need to make sure your content is quality.

And let’s face it, quality content is not written on the fly, in first draft, without time for reviews, edits and revisions.

Here are four tricks to help you plan your content in advance, just like a pro:

Who is your focus?

Is it buyers? Is it sellers? Is it investors? For the love of all that’s content, do not pick all of them. Pick one. Focus. Stick to that focus. Remember who your ideal client is and keep your content focused on their needs.

What topics are they interested in? Think about what they like. If you aren’t sure, poll your clients and ask them.

Where can you find relevant content?

I’m not usually one to highly recommend one of the big aggregators in regards to advertising (I just won’t play favorites), however, in this case, Trulia Voices really has this one hands down. Check out its Q-and-A section. Be specific to your local market, then broaden it. Check out the questions being asked over there. Are there any that would be perfect for you to write about? Any that you can totally rock the answer on?


It’s not just about content you create. Really. It’s not. It’s about what you provide the consumer. The answer doesn’t have to come from you. This is where curation comes into play. Check out some of the biggies to begin with. Are there awesome do-it-yourself tips and tricks you can share from Home Depot’s website? Share it, make a comment, link to that post! What about home maintenance tips from Lowe’s website? What about home decor ideas from HGTV? This can go on, and on and on. If you really want to be crazy overwhelmed with content ideas, head on over to Pinterest.

Don’t say I didn’t warn you.

Generic is good

Not everything needs to be time sensitive and “today”-relevant. Create some content that can be shared at any time. Nonseasonal, non-time-sensitive content. This really helps to fill in the gaps when needed.

By the way, “always relevant” content is called “evergreen content.”

Here’s the deal …

By planning ahead, you are more prepared to be fluid and flexible in your content. You can respond to changing dynamics and needs on a moments notice.

So, I asked this earlier …

How far in advance do you plan your content?

 is the founder of, helping real estate agents capture, convert and close Facebook leads.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription