Content marketing is essential for agencies in 2019

In an increasingly cluttered digital world, how is your brand cutting through all of the noise?

While traditional and social media platforms allow you to create brand awareness, you need to utilise marketing that positions you as a brand leader – something that consumers can turn to for information or problem solving. This is where content marketing steps in. If you can provide value to your readers or viewers, they’re going to remember your name when they need to buy, sell or rent since you’ve already established yourself as a real estate professional they can trust.

CONTENT CUTS THROUGH THE CONSUMERS AD-FATIGUE
Advertising just about smacks us in the face every time we turn on the radio, television or log into our social media accounts. It’s no wonder consumers are turning to programs like ad-blocker that allows them to block tracking scripts, banners and annoying pop-up ads. The good news is that these programs do not block out blog posts – and because you are providing information to the consumer rather than trying to sell them something, they won’t be instantly turned off when discovering your videos or blog posts.

IT GIVES YOU AN AUTHORITATIVE VOICE
Newsflash – your potential buyers and sellers know what you do for a living. Only discussing the listings you have or the sales you’ve made does not showcase your property knowledge or insight. Creating content from insights you’ve gathered from the Queensland Market Monitor (QMM) about vacancy rates, median house prices or softening markets is a great way to demonstrate your expertise.

SEO LOVES CONTENT
Search engines work better in your favour when you have content on your website, argues Corelogic. “If the only content on your website is property listings, your site will be relegated behind the major portals of realestate.com.au and domain.com.au because those sites have better audience and links, even at a local level,” she said. Posting unique information about the areas you sell in, coupled with useful tips for potential buyers and sellers will ensure you stand out in the search engine.

AN OPPORTUNITY TO BUILD TRUST AND RAPPORT
Whether you’re producing video or written content, it’s an opportunity for your customers to get a feel for the real you. Are you dynamic, engaging and a natural born salesperson? Most people want to feel comfortable with an agent before choosing them to sell their property or buy from them, so showcasing your personality through your content will make them feel at ease before they even contact you directly.

SOME IMPORTANT NOTES ON CONTENT:
It’s important to note that you shouldn’t be creating content for the sake of it. Plan ahead by creating an editorial or video calendar and decide on topics that are relevant and timely to your audience. Make sure your posts are consistent and link them to other marketing channels like social media or EDM’s to ensure they are getting enough exposure. Most importantly, use analytical tools to take note of what content is being opened, liked or engaged with most for future planning.