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Sign into your accountLeveraging Content Marketing to Generate Leads
November 10 2015
As a real estate professional, your leads are your lifeline — you depend on them for survival. So you are constantly searching for ways to generate leads in the most effective way possible. Your search has probably led you to content marketing — currently one of the most popular forms of marketing.
Content marketing seems to have taken over, and rightfully so. When done properly, it is an extremely effective way to not only generate leads but also to maintain connections and build relationships with clients throughout the entire sales cycle. However, with the rise in popularity of this marketing strategy, the core principles seem to have been lost in translation, which puts its effectiveness at risk.
Yes, content marketing is about generating and distributing content that will ultimately cause your potential customers to act. But you can't just expect to put content out and have leads magically appear.
Here is how you can effectively leverage your content marketing to fill your pipeline:
1. Create a movement, not a moment.
Content marketing goes far beyond just one moment of releasing your content. It's many pieces of content that collectively contribute to the bigger picture — the movement.
When creating content, you need to think beyond the topic of one post to the creation of your brand and story. Rand Fishkin of MOZ discussed in a post how the average customer viewed content seven times before requesting a free trial. Remember the two key factors that generate leads when creating content: SEO (search engine optimization) and readership. By creating a variety of content, you are increasing your SEO, which means the likelihood of appearing in search results will increase.
Additionally, by generating a variety of relevant content, you are creating a following and positioning yourself as a thought leader. When it comes time to make a buying decision, you will be top of mind.