BLOG POST BY SARAH MALCOLM, CHIEF DIGITAL STRATEGIST AT THE NEWS FUNNEL
We will say it time and time again, when it comes to your content marketing strategy, you should be sharing information that your audience cares about – every time!
Long gone are the days where free and valuable content was hard to come by. With the introduction of podcasts, blogs, news articles and YouTube videos also comes hundreds of thousands of people sharing their content for free.
If you share it, they will come.
Before the onset of content marketing, businesses believed they needed to tease their best content and charge for the good stuff. But the web has changed the way people research, and ultimately choose who to work with.
Sharing content that is valuable to your current or potential clients will drive the right audience to your website or social media, and begin the process of building trust. So, you need to ask yourself, is this a topic my audience is interested in? Is it relevant to their business or success? If the answer is no to either or both, delete it.
Is your content different from everything else out there?
Another question you should be asking yourself when sharing your content with the commercial real estate community is – how original is it? If all the same companies in your industry are providing similar types of content, what sets you apart from your competitors?
When you aren’t sharing content that presents your value add to a potential new client versus your competition, there isn’t much stopping them from working with someone else. Clearly articulating your expertise through the knowledge that you share with your community will give potential clients the confidence they need to work with you.
Are you building trust with your audience?
How many NYC pizza joints advertise themselves to be “New York’s Best Slice”? Just about every single one, right? Actually, the only one who doesn’t is probably the one who actually does have the best slice in the Big Apple.
Just telling your potential clients that you are the best commercial real estate agent, organization or brokerage in your area won’t build the trust in them that you are someone they should work with. Content marketing is a big part of proving your value to gain trust.
For instance, in some of your content marketing you can discuss what has made your clients successful in their own businesses. Being in commercial real estate you want business owners to understand that you are there to not only understand their property needs but to help them to be more successful.
By showcasing the value that you provide and the interest you take in your client’s success you’re proving your value to potential clients as opposed to just saying you’re “New York’s Best Slice.”
Content marketing is one of the most effective ways to prove your value to your potential clients without feeling like you’re actually marketing yourself. It allows you to put your name and business in front of clients day after day while providing value. And one day soon, your potential clients will be happy to return the favor by helping you make your business more successful.