As a whole, our culture has become somewhat desensitized to marketing. We are bombarded with ads constantly – while we’re driving, when we surf the internet, as we watch television, even simply playing a game on our cell phones! The average consumer wants more than ads to persuade them… they want knowledge.
Content marketing is the act of delivering that knowledge in the form of any type of repeatable media: video, text, audio, etc. The idea is that if you create valuable content that educates an audience, they get a sense that you’re an authority on the subject, and they also begin trusting you, even if only subconsciously.
There is a lot more to real estate content marketing than just posting a blog once a week, however. You need to ensure that content is getting found by employing search engine optimization techniques, including keyword research. You’ll also need to ensure that your content is getting syndicated to common areas for your audience (such as Twitter, Facebook, YouTube, and other social sites), and make it easy for them to share your content with others by using easy, 1-click “share” icons. One of the best ways to use real estate content marketing is to keep in touch with potential clients and past clients via email marketing. The people who already know your name are more likely to remember it if you’re delivering them useful information at least once a month.
Sometimes, you may produce content that is out of this world, and you want as many readers as possible. For times like those, you can pay to put your content in front of hundreds or thousands via promoted Facebook posts, pay-per-click ads, paid press release networks, and even content distributors.
The research in support of content marketing is staggering, especially when you consider that most of your real estate competitors probably haven’t even heard of it.