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A content marketing crash course

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30 January 2015

A content marketing crash course

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Content marketing has gone from just another buzzword to a crucial part of the best real estate marketing strategies. If your business is yet to embrace content marketing, it’s time to wrap your head around what it is and why it’s such a useful tool.

Traditional advertising tends to be a straight pitch of your services to potential clients. Content marketing uses a different tactic; rather than blatantly selling your services, it aims instead to provide people with useful information. Rather than simply shilling great results and industry awards, content marketing might be a newsletter with a guide to presenting a home for sale, or a blog post about how to purchase an investment property.

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Here are some of the benefits:

ENGAGEMENT: Consumers spend more time with content marketing than traditional advertising; they read, absorb and keep the information to refer to later. It helps people get to know and trust your brand, so aim to become a reliable resource by providing interesting information.

AUDIENCE BUILDING: If your content is high quality, potential customers will actively seek you out, and current clients will keep coming back to see what’s new. Content creates an active, engaged audience who want the information you can provide and think more highly of your business because of it

SEO: Good content is invaluable for Search Engine Optimisation; Google rewards sites that make use of detailed, relevant information. Imagine a bewildered soon-to-be-vendor typing ‘How do I choose a real estate agent’ into Google – and your site popping up as one of the top results. Content marketing is one of the best ways to boost your site’s SEO.

It’s still marketing, but it’s also information that the people most likely to need your services will find engaging and relevant. In doing so, it indirectly promotes your brand and builds a perception of your business as knowledgeable, reliable, and ahead of the game. Great content marketing is something your customer base will actually look forward to getting and reading.

Platforms for content marketing include:

  • Newsletter articles
  • Blogs
  • Podcasts
  • White papers
  • Ebooks
  • Videos
  • Infographics
  • Magazine articles 

The easiest way to get started is by incorporating content into your current marketing offerings, like magazines and newsletters. Adding a blog to your website is another solid option.

Whatever you do, decide on the content your clients will find most useful, and then deliver it to them on a regular basis. 

Do you use content marketing? Share your experiences below.

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