As a commercial real estate broker, you know how challenging it can be to market both yourself and your properties. There are more channels to communicate than ever before, yet it’s often harder to connect with the people most likely to do business with you.
Marketing has evolved over the years, and now the idea of “content marketing” is central to any strategy. Content marketing means “creating, publishing, and distributing content for your target audience -- usually online -- the goal of which is to attract new customers.” Essentially, information created by you is distributed to your target audience to provide value to them. It works by boosting your website in search engines and creating a brand of verifiable expertise.
Content can mean articles, blog posts, white papers, brochures, market reports, videos, etc. You may already be doing content marketing, but if you’re not, then it’s time to start. Here are five best practices for implementing content marketing to evaluate your current or future efforts.
1. Conduct an audit of your site and marketing materials.
Already started with content marketing? Great! Take inventory of the materials you already have and create a guide so that you can easily pull together emails, social media posts, and more when needed.
Even if you don’t think you’ve started, you probably have some brochures and flyers floating around. Start there. Get everything organized and then create an initial guide that you can build on that as you create content.
2. Maintain consistency.
It can be tough to get started with content marketing, and even tougher to be consistent when you do get started, but it’s important to keep momentum. Posting regularly on your blog, for example, helps search engine results (Google wants you to be relevant and up-to-date) and lets your followers know you’re for real. But don’t be overwhelmed! Exchange guest posts, repurpose existing content, or find a few reliable freelancers to help you out.
3. Stay relevant.
When you are auditing your content, you’ll probably find that some items are a little out of date. While some might need to be taken down altogether, others can be updated and reposted. Trust us, recycling content is nothing new, but being able to provide new insight on an old topic shows that you’re keeping up with what’s happening in your area of expertise.
4. Monitor your results and use them to make decisions.
Always monitor the results of your content and note what is performing better with your audience. Did that infographic get more social media shares than the ebook? Did one particular blog topic get more views than the one earlier in the week? Keep track. This can help you determine which content topics to follow up on or which formats work best in each channel.
5.Try something different.
Make sure you are creating content that is valuable and useful, but make sure it’s unique! Let your own voice and personality shine through. Cover different topics from different angles, try new formats (we posted a fictional short story series, for example). Your contacts will value authentic and fresh perspectives.