Years ago, people on the ‘t’internet’ (as Peter Kay would say!) concluded that blogging had died a death. Fortunately, or unfortunately for them, that conclusion didn’t withstand the test of time.
Actually, blogging has only grown in popularity since then, but its purpose has drastically changed from being something only students do while travelling the world to a crucial marketing tool for businesses.
Now though, just as fake news comes and goes, people are speculating whether content marketing in general – which includes blogging – is dead.
Could they be right?
As property content experts, we’ll explore in this article whether content marketing is really dead for estate agents, or whether it’s alive and kicking!
What is Content Marketing?
Content marketing is a broad term, with the modern version coined in 1996 by John F. Oppedahl at a journalism conference, and which essentially means creating and publishing ‘stuff’ online for the purpose of marketing a business or service.
It usually refers to creating blog content, social media posts, images, videos, newsletters and so on – all of which are non-salesy.
The idea is that by creating valuable content for potential clients to read, watch or share, you can generate leads and win new instructions.
Is Content Marketing Dead for Estate Agents?
I’m going to answer this question very quickly and simply.
Content marketing is absolutely NOT dead for estate agents.
And I’m not just saying that!
In fact, it’s thriving!
More and more estate agencies are turning to content marketing to establish their brand, connect with their audience and win more business.
But, while content marketing may not be actually dying, it is evolving.
People want a lot more from your content as an estate agent today than they may have done years ago. Online algorithms expect a lot more, too.
Your clients want you to:
- Share your helpful expertise
- Promote the values you have as a business
- Connect with them
Algorithms want you to create fresh content regularly and consistently about things people want to know about.
How Can Estate Agents Make the Most of Content Marketing?
1. Publish Regularly and Consistently
Because content marketing is so popular, online algorithms have to continuously evolve to decide who deserves the spotlight. This creates a competitive environment, and you need to be at the top of your game if you want to be successful!
One of the best ways to do this is to understand the algorithms.
If you want your blog to generate new leads, you need to publish an article at least 1-2 times a week.
If you want to be successful on social media, you need to connect with your audience and share your values as a company, as well as your advice.
2. Create Valuable Content
Creating valuable content is always the key to success. You need to understand your audience and post things they want to engage with, read, watch or learn about.
For estate agents, this includes sharing helpful buying, selling, renting, home and lifestyle content on your blog and social media.
It can also include offering a freebie e-guide that explains how to do something – like buying your first home or becoming a landlord – which can get them onto your mailing list.
As I’ve explained, content marketing is certainly NOT dead for estate agents. If anything, it’s just getting ramped up!
But it is getting more competitive. And since it’s becoming so popular, you need to be somewhat of an expert if you want to succeed.
At Content for Estate Agents, we can help your estate agency get content marketing right. We’re experts in managing property blogs and creating articles that people want to read, which you can then repurpose for all your social media accounts.