It is no secret that your return on investment (ROI) for well-executed content marketing will be exceptionally high. But before you can get the most return, you have to define just what that is for you and your real estate brand.
You must begin by asking yourself what you are trying to achieve in terms of outcomes and profits. If you don’t know exactly what you wish to achieve, you won’t know what actions will yield the best results.
Regardless of whether it is money or time you are investing, it is essential to outline what you expect in return. Is it impressions, traffic, time on site, reach, engagements or conversions?
To garner the most return on your investment be sure to adhere to the following:
1. Create a sound strategy
Look at the conversions you’ve gotten, and analyze where they came from. This will help you understand what content or marketing strategy is responsible for the greatest conversions.
Once you understand that bit of information, you can begin to create the content that is responsible for your greatest source of conversions.
2. Make it valuable
Content might be king, but only when it’s valuable. Never make your content sound like a sales pitch — instead, make it insightful and interesting.
Although having a lot of content is beneficial for SEO, if your audience does not perceive it as valuable, they won’t waste their time. After all, there are plenty of people vying for their attention.
Pieces that are mediocre or those that do not accurately represent your brand shouldn’t be used.
3. Distribute your content
Content marketing works best when it is seen by the greatest number of people. To receive the maximum ROI, share your content on your appropriate social media platforms, send via email, encourage others to share it, pay to boost stellar content, share it on content communities and so forth. The more places you share your content, the better.
4. Reuse and recycle
If you posted a story last year predicting housing trends for 2018 and the readership was excellent, follow it up with how precise your predictions were. There might be other content pieces that can benefit from a more in-depth explanation or even a brush-up.
Let’s say that you talked about home staging as one of the top ways to get a house sold, follow it up with an article dedicated to home staging that includes before and afters and case studies. This is a great way to strengthen your brand, while keeping focused on the central message and theme of a specific content.
5. Use more than just copy
Content isn’t limited to written articles or blogs — it is made up of any information directed to your audience, such as video, images, infographics, memes, polls, research reports, slideshows, books, white papers, podcasts, how-to guides, webinars, and the list goes on.
Of course, we know it is impossible to produce everything on your own, but if you are going to do nothing else, make videos. Branded video content is proven to be one of the most popular forms of content among various audience segments, and it is a sure boost to your ROI.
In fact, one-third of the time people spend online involves watching videos. Cisco predicts that by 2019, video will garner more than 80 percent of all web traffic.
Laura Ure is the CEO of Keenability, a full-service marketing agency specializing in lifestyle and creative real estate marketing. Follow her on Facebook or Twitter.
