Content marketing is one of the most effective ways to reach your target audience and develop brand recognition in today’s digital age. Unlike traditional advertising that is highly sales driven, building brand recognition via content marketing is about creating interesting, value-adding content to establish a voice of authority and thought leadership in your market.
It’s important to remember that building brand recognition isn’t about selling your services or listings. By focusing on adding value, you’ll be top-of-mind when your audience thinks of buying, selling, investing, etc.
So, where do you start? If you’re ready to start building your real estate brand through content marketing, here are some things to consider:
#1: Who are You?
Before you can start any strong content marketing initiative, it’s important to reflect on who you are and what you stand for. What do you want to be known for? Maybe you’re a residential real estate agent who wants to establish authority in their local market. Jessica Riffle Edwards is a great example. She creates YouTube videos on everything from the best time of year to sell your home to life as a Realtor.
Maybe you’re in the commercial real estate technology space like Ryan Dennis, and want to share and create thought-leadership content that keeps your audience up to speed on the CRE technology space.
No matter what your niche, be sure to have a solid grasp of who you are, what you want to be known for, and the types of content you want to share and create. Consider this your “branding guide.” Before you start your next content piece or retweet an interesting article, make sure it lines up with your objectives.
Our recent blog, 6 Must-Haves for a Killer Real Estate Content Marketing Strategy, is a great place to start if you’re in the beginning stages of developing your brand online.
#2: Quality Trumps Quantity
In content marketing, the quality of your content is often much more important than the quantity of content you produce. Ask yourself: Are you blogging just to blog? Or, are you providing valuable content that will really resonate with your audience? Yes, filling your editorial calendar is important. However, it’s important you’re filling that calendar with thoughtful, audience-targeted pieces that truly add value.
This isn’t about sharing your grandmother’s recipe for potato salad just because you’re running out of ideas. It’s about providing value-adding content that will help establish you as your market’s thought leader.
This article on Defining Your Target Audience for Effective Blog Writing can help you determine your audience and what they’re interested in.
#3: Consider Your Distribution
Great content can only help build your brand if it’s reaching your target audience. What is your plan for distribution and promotion? How will your content “get its wings?” There are several proven distribution channels that historically work well for the real estate industry:
Your Sphere of Influence - Most real estate agents keep a database of past and present contacts/clients. Alerting your sphere to any new content that’s added to your site is a great way to grow awareness.
Email Newsletters - Having an email newsletter sign-up is another great way to distribute new content, whether it’s once a week or once a month.
Online Platforms - Platforms like The News Funnel, which allows for free distribution of your content to thousands of real estate professionals, are a great place to target a specific audience type.
When you use these channels to distribute your content, you’re helping grow your audience while developing brand recognition at the same time. When you’re thinking about the content you want to create, also think about how you’ll distribute it.
#4: Leverage Social Media
In addition to considering the distribution channels above, don’t forget the impact that social media can have on your brand. When done properly and consistently, It’s a great way to build your brand recognition and get your content in front of your target audience.
With each new content piece you create, be sure to add your distribution strategy (whether via the channels above or via social media) to your editorial calendar. Also, remember that one Facebook post or one tweet about your latest piece is not sufficient enough. Schedule a cadence of posts to ensure your content is being seen by the widest pool of potential readers/viewers.