Content Marketing for Self Storage: Creating Value That Attracts Tenants

Content marketing is often overlooked in the storage industry, but it is essential for advancing your business. Without a solid marketing plan for your content, your message will likely appear inconsistent and disjointed. By developing a content strategy, you can reach your clients more effectively, increase conversions, and establish yourself as an authority in the industry. With that in mind, how do you create a content marketing strategy that sticks and resonates with your tenants and potential tenants?

Revisit Your Values, Mission Statement, and Goals

We recommend revisiting your mission, value statement, and overarching strategic goals for your company. Are you looking to implement innovative technology in your facility? Do you want to increase the number of amenities? Are you seeking to enhance the security of your tenant experience? 

All of these things matter. Since content is a way to communicate with your audience, create content that aligns with your goals. For instance, if you want to improve security, you can start writing about the importance of security for storage facilities and emphasize how your facility is improving safety. This is just one way to connect the dots. In addition to your facility’s goals and values, be sure to consider what matters to your target audience and incorporate those things into your content.

Create a Style Guide and Content Pillars

Written content should align with your brand. A style guide is a simple rulebook that helps your storage facility look and sound the same across everything you do, from your website and signs to emails and social media posts. It keeps your brand consistent and professional, so customers know what to expect and trust when it comes to your business. 

Content pillars are topics you return to as significant themes and serve as the foundation of your content. For a storage facility, your content pillars are probably topics such as: packing tips, storage solutions, moving tips, and industry insights that impact your tenants. Typically, blog articles would have 3 to 4 pillars. This gives you a wide range of subtopics to write about without your strategy being too scattered. Strong pillars will keep you focused in the long term.

Create a Content Calendar

A content calendar outlines what content you’ll post (like social media updates, blogs, promotions, or emails), when you’ll post it, and where it will appear. Think of it as your month-by-month roadmap for reaching customers online. With a content calendar, you can plan ahead for holidays, move-in specials, or community events, and make sure you’re never scrambling for what to post next. The majority of content should lead back to your website, which will serve as your central content engine. Social media is an effective way to attract more subscribers to your content. Your content should inspire action and guide potential customers into your rental process or sales funnel.

Know and Follow Your Target Audience

Before you create a piece of content, revisit your target demographics. By now, you should have a strong understanding of your target audience. This will help you target your message effectively. What are their interests? Likes and dislikes? Pain points? Your content must resonate with your target audience if you want to attract them to your facility. 

Utilize SEO and Keyword Research

SEO (or search engine optimization) keyword research is helpful when creating content. Make sure you are using top industry keyword phrases in your content to reach the top of Google’s search engine results pages (SERPS).

If you want to take your marketing to the next level, check out what we offer with The Storage Group®. At The Storage Group®, we ensure that your marketing campaigns are top-tier, provide you with insights about your audience, and build a strong social media presence. Find out more today!