Content marketing goes hand in hand with many other Internet marketing techniques, and is one of the best ways to improve brand awareness and inform your target audience.
If you’re looking for a way to improve your rankings in Google search results for keywords related to your real estate, content marketing is a must. An effective strategy can help your business flourish, and establish your brand as a reputable source of information.
On this page, we’ll talk about the different content marketing strategies that your real estate agency can use to help your target audience find you online. Keep reading if you want to learn more, and give us a call at 888-601-5359.
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What is content marketing?
Content marketing is an umbrella term that includes the creation of any content that you use to promote your real estate agency online.
The term “content” could mean written content, videos, infographics, photos, and podcasts. No matter what kind of content you create, you can use it to promote your real estate agency in search engine results, social media, and email marketing campaigns.
So what kinds of content should you produce to have the most impact on your potential real estate customers?
Written website content
Written website content is the most important for your real estate agency, because it helps you provide your target audience with valuable information.
In order to create the most beneficial content for your website, you should start with keyword research.
Keyword research allows you to determine what topics and keywords you should target in order to attract your most valuable customers. For example, targeting the keyword “best neighborhoods in [your city],” would be a beneficial keyword because it’s relevant to home buyers in your city.
There are a few important steps you should find in order to select the most valuable keywords for your real estate agency.
You should start by brainstorming keywords that relate to your industry – including your services, locations, and any other keywords that people in your area might search when they’re looking to buy or sell a home. After you’ve come up with a long list of keyword ideas, you can use online tools to expand your list.
These tools allow you to see what keywords are the most beneficial to target. They provide information like search volume of each keyword, the cost-per-click, and the competition.
After you’re confident in your list of keywords, you can start creating content around the ones that have the most potential to drive traffic to your real estate website.
The best high return keywords are those that have a relatively high search volume, but low competition.
Creating content that targets those keywords means you’ll have a better chance of ranking well in search engine results, and attract the users that are searching them.
After you’ve created your content, you should optimize your title, header, and alt tags, and try to include your target keyword wherever it makes sense. This helps search engines understand the topic of each page, and rank it in their results accordingly.
In terms of how you should format the written content you create, you have multiple options.
If you’re just starting out with content marketing, you can begin by publishing informational articles on your website to answer customers’ questions when they visit your real estate website.
For example, it might be beneficial to feature informational articles on your website about the factors someone should consider while searching for a home.
This information can help customers know exactly what kind of home they are interested in, and can help make your job easier as an agent – and at the same time, it also positions you as a source of trusted information within the real estate industry.
You can also start a real estate blog, which Google loves because it’s a constant source of new information.
You could post on a weekly basis or a monthly basis, and can cover a wide range of topics. You could talk about the different features being added to newly built homes, why you should be sure to look at certain features of a home before committing, and whether or not a certain style home is fit for a growing family.
Infographics are a great content format because they are highly engaging to site visitors, and they have the potential to earn lots of shares social media platforms.
Since 65% of the world is comprised of visual learners, infographics are a great way to present information that keeps users engaged and interested.
You can create your own infographics using programs like Canva, or you can hire a freelancer. You should work to create a design that gives the most important information about a topic, but present it in a way that isn’t overwhelming.
For example, you could create an infographic that outlines all of the different house styles, which would inform users about the different kinds of outward appearances and specific qualities on the interior of each style.
You could even create an infographic that outlines the step-by-step process you should follow when selecting a home.
After creating your infographic, you could publish it on your blog, share it in your email marketing campaigns, or perhaps the most beneficial – share it on social media.
Sharing your real estate infographics on platforms like Facebook and Twitter can be extremely beneficial because they’re easy to share, and capture the attention of your friends and followers. Plus, once they’re shared, the exposure of your real estate agency exponentially increases.
If you include a video on your real estate listings, you’ll see 403% more inquiries than your listings that don’t include a video.
There is no substitute for a live tour, but videos are the closest thing – so they’re a great way to get users to interact with your content online.
In addition, Google ranks websites based on user experience, and videos can help to increase time-on-page and overall user experience – which can help your pages with videos to rank higher in search results.
Does your real estate agency need content marketing?
Today, content is absolutely necessary for improving your real estate agency’s visibility in search engine results.
Content marketing will not only help you rank higher for keywords related to your industry, it will also help you rise as an industry leader. When you’re seen as an authority, you can bring more business to your agency.
Do you need help starting your agency's content marketing strategy?
Chances are, if you’re running your real estate agency, you won’t always have the time to research, write, and publish content for your audience on a regular basis. But WebFX can help!
We have a dedicated team of industry-leading content marketers that will do everything from keyword research to writing content that will target your most valuable real estate audience.
Contact us today to talk to a specialist about your options, and for a free quote!