This is where content marketing can play a vital role for your real estate business. Seth Price, Marketing Speaker and host of the craftofmarketing.com says it like this:
"'Content marketing' isn't merely a buzzword or some unproven, experimental marketing strategy: it actually works. In fact, content marketing has been shown to produce approximately three times as many leads per dollar as paid search. As a real estate professional, however, creating content that resonates with your audience can be challenging. After all, real estate consumers are a diverse group, spanning a variety of ages."
Placecaster has made a great infographic showing the impact of content marketing in the real estate Industry. As you should understand by now, having lots of traffic and generating leads does not mean you will get actual clients. Successful lead generating campaigns requires many things; a great user experience in your website, strategic traffic generation campaigns and strong calls to action. In this article, we are going to discuss the "how" and "what" to consider in your content marketing efforts for your real estate business.
Copyblogger has a great article posted on their site to help you define the purpose of content marketing. In the article, Sonia Simone talks about what makes content marketing work and goals that are worth pursuing. Here are just a few goals that can apply to your content marketing plan:
- Attract new prospects to your marketing system
- Attract strategic partners
2. Types of content you need to publish
There's more to it in content than believing that they are just mere blog posts. In reality, the definition of "content" is really up for interpretation. Contents can come in a variety of audio, visual and written form such as videos, images, infographics, e-books, articles etc; and there are even different categories on those segments such as guides, tutorials, tools, techniques and so on. For example, Retail Solution Advisors publishes regular blog posts with tips and know-how of commercial real estate that help answer the critical questions of the target audience. Basically, content can be anything you think could be useful to your clients, partners or customers.
This depends on your overall content strategy and how much content your business needs. Consider these questions before you start delving into content marketing: What type of content you need to produce? How big is your company? What does your budget look like? However, it's important that you have a strong writer and an editor in your team who will be able to provide clickworthy content.
It's important to keep track of your content marketing efforts. Google analytics is a great tool to track your overall content marketing campaign. Keep in mind that you need to keep track what type of content is doing well for you, what content is inspiring your customers and generating leads.
