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5 Steps to Develop an Effective Content Strategy for Your Self-Storage Brand


By Criss Marshall

Digital marketing has become complicated for self-storage operations. Knowing who you want to reach, what you want to tell them and what you want them to do is just the beginning. Knowing which channels to use to give them the most relevant information is another challenge.

To compete in today’s market, facility operators must get their content in front of their most important audiences at the right time, in the right place and with the right messaging.

First, what do we mean when we talk about content? It includes images, videos or written pieces that educate and inform current or future self-storage tenants. Content should create micro-moments of engagement with your audience. Consider these opportunities:

  • Blog posts on new facility features or perks
  • Press releases, industry featurettes and other off-page search engine optimization (SEO) tactics
  • Facility videos and pictures
  • Customer testimonials
  • Discounts, offers and specials
  • Onsite events

A robust content strategy involves the planning, development and execution of material that’s relevant to your target users. So how does a self-storage operator begin to approach the development of this strategy? Here are a five steps to guide you.

Step 1: Establish Goals

Determine what you want to accomplish with your content. Some goals might include increasing website traffic and leads, or developing a reputation as a secure facility in your market. You then need to set benchmarks and objectives for each of these metrics. After all, how will you know if you’re improving your digital presence through content?

Tailor your content and calls to action based on the metrics you’d like to improve. For example, if you want to increase video tours, create a call to action that says, “Take a video tour.”

Step 2: Identify Your Audience

Now that you know what you want to accomplish with your content, you can identify who you want to target. Knowing your audience is tremendously helpful in crafting what your content will look like and how it will encourage preferred actions. You want to be sure you’re reaching who your audience really is today. Consider these questions:

  • What does your audience look like? For example, what’s the age, gender, education or household income of your desired customer?
  • What are they interested in, and what behaviors or actions do they take online?
  • What life stage are they in, or what major life events have impacted their purchasing?
  • Are there industry influencers you would like to engage with your content?

Step 3: Choose Your Distribution Channels

You now know who you’re speaking with and what you want them to do. It’s time to choose how you’ll reach them. By honing in on the most important communication channels, you’ll be able to define the messages you want to convey and how. Consider your audience’s media-consumption preferences and how you can meet them with your content. Here are some considerations:

Search engines. More than 97 percent of consumers use search engines to research products and services. Is your company appearing at this important step? You need to create content that will help your site display in relevant search engine results. Use SEO tactics such as advertising, blogs, link-building and rich media to show up when it’s most important

Social media. These websites have become a major media channel for many self-storage tenants. Facebook, Instagram, Pinterest, Twitter and YouTube are the most popular platforms. Do you have pictures or videos you can share to engage your audience?

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