As more companies leap onto the content marketing bandwagon, the strategies used are changing to stay ahead of the pack. Not all the predicted content marketing trends apply to real estate marketing. These five trends can–and should–be incorporated into your marketing plan.
1) A Real Content Marketing Strategy
Have one? Great. Don’t? Shame. Marketers who have one and review it on a regular basis are more likely to rise to the top of the content marketing game. This is not a skippable step. “I have a Facebook page” is not a content marketing strategy. What are you doing with that page? How are you leveraging your audience to drive leads?
2) Visual Storytelling
This is huge! Real estate is driven by high-quality photography and videos to promote listings. There’s a reason Virtual Reality and 3D Tours are taking off. Why? Consumers are devouring visual content, and especially video, like never before. Video drives more leads than photos alone. The will transform real estate video tours will be telling the listing’s “story.” A simple video tour won’t stand out from the crowd. Have a luxury property fit for entertaining? Weave the story of a cocktail evening through the video. Beachfront lifestyle? Tell the story of ocean living with the property as a backdrop.
3) Going Mobile
If your content isn’t optimized for mobile yet, it should be. Consumers rely more on mobile devices than desktop to scan and find information. Pay attention to your content design. Highlight key text through headers and lists and use stunning graphics to your advantage. Have seen Facebook’s new Canvas post option yet?
4) Copy Matters
Stop it with the “cream puff” cottage! Well-written content still matters from listing descriptions to blogging. There are ways to become a better digital writer, from understanding the blog format to remembering editing matters. Or consider hiring a freelancer that specializes in content writing.
5) Email and Marketing Automation
Technology is catching up with the real estate industry problems that drain time and money. More companies and apps now provide email and marketing automation solutions that integrate into CRMs. That’s good news because email remains a critical part of any marketing program, according to Joe Pulizzi of the Content Marketing Institute.
This content marketing trends aren’t that complicated to add into your strategy. Chances are, you’re naturally moving towards more visual materials and using email automation. The difference here is in make conscious steps to stay ahead of the real estate marketing curve.
Casey McKenna-Monroe is an avid rowing fan with a passion for content writing. She works with real estate agents to create blogs, ebooks, marketing materials, and more. Contact at firstname.lastname@example.org
Also published on Medium.