You’ve probably heard the term, “content is king,” but the marketplace these days has more kings than pawns, it seems. We’ve come to discover that with all those kings out there, “unique content is emperor.” People only have so much bandwidth for exploring content, so it pays to be producing content that people truly want.
The real estate world seems to be populated by three kinds of business people: those not creating any content, those repurposing existing content from templates and scripts from top coaches, and a few who are developing new, engaging, original content. That’s the kind of material that adds value to a conversation, building credibility and reputation for a growing business.
[bctt tweet=”Quality content increases the quality and quantity of your leads, so becoming a content emperor is a must. #phenomenalcontent” username=”GeographicFarm”]
What is Content?
Content — content marketing, that is — basically consists of free information created for initiating and developing relationships with potential or existing customers. It can come as blogs, social media messages, long-form online articles, videos, emails, or smartly-placed print materials such as geographic farming postcards.
Why should a real estate professional like you focus on content? Because content marketing is essential to making your mark in a busy marketplace — in fact, it’s one of the most cost-effective ways to promote your brand.
We’ve all experienced it: some content is simply amazing, while other content just sits there using up pixels. Why is that? It’s all about originality. New content, or content that conveys established ideas in new and interesting ways, is the ideal way to gain positive attention in a noisy market space. 80% of consumers enjoy custom content and are influenced by it. It also costs 62% less than traditional marketing, but generates about three times as many leads.
[bctt tweet=”You can’t expect to truly influence a large segment of consumers with content that’s not unique. #phenomenalcontent” username=”GeographicFarm”]
Utilizing existing templates and scripts from popular thought leaders and coaches is definitely smart: it saves lots of time and effort if you don’t have to reinvent the wheel. We all know that not everyone has the resources to create powerful, original content, and coaches use tried-and-true methods of engaging leads so that you don’t have to go through the trouble of proving what really works. But in a landscape overflowing with marketing messages, your audience is growing more and more savvy. They can spot material that’s been repurposed with a few branding tweaks and pumped out onto the web with little effort.
If you weren’t already convinced of the value of quality marketing content, check out this Ultimate List of Marketing Statistics from HubSpot. It’s full of some pretty astounding data regarding the current state of content!
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Ready to learn more? There’s much more in this FREE eBook, Creating & Distributing Phenomenal Content, available here.