Creating an effective content marketing strategy begins with understanding what content marketing is. Simply put, content marketing for real estate involves using local information and entertainment to promote your brand online.
Content includes audience-relevant blog and social media posts, articles, e-books, infographics, videos and photos.
Marketing this content means publishing it on your branded websites, blog sites and social media pages.
Content marketing gives the public a reason to visit and return to your sites, while edifying your expertise and online reputation.
To put it another way, think about the expression "you are what you eat." With content marketing, you are what you post!
Content marketing has become an integral part of business strategy across all industries. According to an article in Forbes, 93% of B2B marketers used content marketing as part of their overall marketing plan in 2014. The most successful B2B content marketers have a documented strategy and a content manager in place.
Small companies are not exempt from using content marketing. Forbes reports that most small businesses - defined as having 100 employees or less - tend to have a content manager for their online marketing efforts.
What about real estate agents? A recent article in Inman News pointed out that many agents misunderstand content marketing, merely seeing it as another way to "sell" to people. For example, an agent might be eager to share a new listing on Facebook, but have little interest in creating, curating and publishing the kind of content that would draw a steady audience in the first place.
Without ongoing content marketing, you'll be advertising your listing to an empty room. Content marketing is not the same as advertising.
Here are ideas for creating content. Try writing and posting about:
- Local market news and trends
- Area business and economic news
- Local lifestyle and recreation
- School schedules for sports, concerts, ect.
- Civic and charity events
- Area festivals and cultural arts
- Local history and landmarks
- Neighborhood parks and amenities
- Local photos
Be sure to include relevant keywords, and include links to pertinent sections of your website. Distribute your posts to your social media sites, email groups, LinkedIn page and so on. Invite feedback and suggestions. Post and distribute your content consistently!
Need help, or pressed for time? Contact Realsupport today!
Bonita Breit
Copywriter & Marketing Specialist
RealSupport, Inc.
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