“Content Marketing is all the Marketing that’s left.”
Any and all of these are part of the movement referred to as ‘Content Marketing.’ And make no mistake, Content Marketing is not a fad in the same way that intelligence, quality and hustle are not fads. Helping your marketplace understand their options and allowing them to see your acumen on full display is simply the most powerful sales tool available.
So why do so few of us do it? Because the process of creating high quality and unique content is difficult and time consuming, that’s why. And even if you do take the time to write that blog or narrate an instructional video, where do you post it? How often do yo post it? How do you protect it? Do you try to get it published?
Let us help you not only craft your content, but understand the best practices with distribution and syndication.
Samples of our Work
Content creation can be a powerful tool on many levels. Whether written to live on your site or others, the act of creating good, useful and intelligent content creates an asset that works for its creator on many levels. Besides the fact that a well-constructed article demonstrates mastery of a topic, it also gives search engines a clue that the author is an expert on the subject and will likely display the piece in organic rankings. Being able to appear knowledgeable in the eyes of potential clients well outside your normal reach is a hugely important factor in growing your business.
Inman News is a national real estate industry site targeting technology, brokerage and industry start-ups. We often contribute to the site as an SEO strategy.
The ‘Humblebrag’ article, one of our earlier contributions to Inman, was shared an obscene number of times by agents, brokers and lenders, not just in our market, but nationwide. In addition, Inman News has reposted it several times since it was first written, giving it a shelf life measured in years, not just minutes or days.
Often times, offering a piece of content to someone else who plays in the content space will yield unexpected results. Offering to provide a narrative, article or other well crafted piece of content can help open your expertise to an entirely new audience — and odds are, if they believe in content, so do their followers. Guest writing can be one of the most valuable forms of content syndication available and one of the most impactful in the eyes of the search engines.
Narratives and Educational Writing
In addition to simple blogging, often times taking what was a long-winded e mail or other explanation of a complex point that seems to recur constantly can be great source of inspiration as well as a powerful sales tool. Being able to demonstrate a command of a specific technique, geography or asset class can prove invaluable in helping convert contacts to clients.
Without a doubt, Zillow (and Trulia) are controversial entrants into the brokerage arena and having to constantly explain to clients the things Zillow does well and the things they do not do well is a speech all agents must master in today’s sales environment. However, to truly explore the topic, you need a client’s undivided attention to lay out your case as well as time ample time for Q and A. Rushing through a subtle argument about Zillow will almost always come off as negative/scared/angry and negative selling is rarely a winning strategy.
However, taking what is a point that requires more than a few minutes to fully explain and vetting all of the points in an unbiased article immediately demonstrates knowledge and objectivity in the eyes of the market and has proven to be one of the most effective forms of lead conversion.
Often times, agents feel as if writing pieces that share proprietary knowledge about their business means somehow undermining themselves — when the exact opposite is far more accurate. By offering deeper insight into your business practices, you empowers clients, increase their reliance on your analytical skills and shorten the sales cycle. Readily making analysis and insight available in the public forum demonstrates capability and will create far more meaningful engagement with greater frequency.