The dictionary defines content marketing as:" marketing to attract customers by distributing informational content potentially useful to the target audience. This is in lieu of advertising products and services in the traditional way. Instead it is done through blogs and email newsletters."
Writing blogs without focus and publishing general content on a daily basis is referred to as creating "content shock" for the consumer. The consumer is overwhelmed by the amount of information, and cannot keep us with it.
For instance, we had been subscribed to a travel site to stay on top of airline deals and regulations. This site had so much information with hundreds of links. We were overwhelmed as each link also lead to advertising. We finally unsubscribed, we can find the same information without content shock.
Put yourself in the shoes and the mindset of your target market. Assess their most pressing needs. A buyer ready to buy now has numerous questions and very specific requirements.
For example, if the buyer is looking for a home with a pool or even more specifically an infinity pool, you might want to write an article / blog post about infinity pools, and link to specific MLS listings on your website.
What makes a home unique is interesting content. One of our client's listings of a custom built home on the beach had built-in dog showers in their laundry room. The sellers had two standard poodles who loved to dive in the ocean and roll in the sand. That feature caught the attention of a buyer who also had similar dogs.
When we lived in Napa, wine cellars were a big draw for home buyers. Content on wine cellars was a popular topic in blog posts, as was "room for a wine cellar". That type of post can evolve in a series of blog posts on the subject.
Focused content leads to interest, which may lead to a sale for you. When you are discussing your marketplace, your local events, facilities, your listings do it in a friendly engaging manner. Don't pitch, attract!
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