- Content marketing
The busy agent’s guide to content creation & curation
Reading Time: 6 min read
Published: August 20, 2018 by Siteloft
Quality content is hard to produce - but the payoff is worth it. Seriously.
Compared to ads, content marketing gets three times the leads per dollar spent AND it drives higher conversions.
Like, much higher: it has six times the power of traditional marketing for converting audiences into leads, and leads into customers.
The thing is, though, you can’t just publish one fantastic piece and call it quits. Consistency is key to achieving (and maintaining) success with this type of strategy.
But who’s got time to produce great, fresh content every day? It’s a lot to juggle and it could get very expensive, very quickly, if you outsource.
What a conundrum! Don’t worry, we’re here for you.
By leveraging both content creation and content curation in your online strategy, you can be delivering quality posts consistently - without blowing the budget.
Content creation is the act of creating original content - pretty straightforward. It’s anything made in-house, by you or people you employ. Your market update blog posts, your bio or community videos, your moving house checklists… it’s all content.
If you’re about to get started on something new, it’s a good idea to spend a bit of time researching what your potential clients want to know about.
We’ve given you some content inspo before, but there’s plenty more ideas out there.
Here’s how it can work for you:
Benefit 1: Get Found
Content can help optimise your site for search - making it more likely your agency will get found online. Not sure what we’re talking about? We have a blog post on Search Engine Optimisation for you.
To appear right at the top of the natural search results, you must show that you can best serve the searcher’s needs. Good SEO means communicating your helpfulness effectively to Google, to prove your authority on the searched topic.
There are a bunch of optimisations you can make, but creating content is the easiest way to strategically explore keywords. If you need to brush up on what a keyword is, or how to use one, check out our a handy little explainer.
In a nutshell, keywords are the words your potential website visitors are searching on Google. If you sprinkle them (within reason) throughout your website, you’re more likely to be found by the right kind of searchers - people looking to buy or sell real estate. However, sprinkle too many and your website might be marked as spam.
Benefit 2: Get Known
Content is great for branding (because recognition + trust = financial value). This is where you build authority with the audience, instead of Google.
When people are looking for an agency to sell their house, they’re looking for information - not a sales pitch. They want to learn about your background, your services, your past clients’ experience. Are you and your agency knowledgeable and trustworthy enough for them to invest their hard earned money in your services? Consistent content creation can help to assure them that this is true. Market updates and insights, for example, show readers you’re a credible source of real estate knowledge about their local area. Client stories and testimonials can help demonstrate trustworthiness.
When a reader invests time in perusing your content, they should start to feel like they know what you’re about. So, you need to be as authentic as possible when creating your content - or give specific tone, voice and style guidelines if you’re outsourcing the work. Everything you publish should look and feel like you. And remember, this can include things that you align with, outside of your work. After all, people aren’t really buying a service, as much as they’re buying you.
Benefit 3: Get Together
So you’ve created this great content that really nails your brand, it’s starting to surface in Google, but people aren’t beating your door down yet - why?
At the very least, relationships involve communication over time. With all this content, you’ve got a great excuse to continuously reach out to potential sellers and buyers - with something you put personal time and effort in to creating, just for them (at least, that’s what it should feel like).
This is where it’s helpful to tie in a distribution strategy for all your assets. Think emails, and social media posts.
If it’s an email, feel free to start it with something along the lines of: ‘Hi John Smith, I remember we had a conversation a while ago about the numbers of cats per household in Teneriffe. Well, check out this infographic I created!’
Consistent exposure builds consistent engagement - which means the potential to convert more leads, as you’ll be a top of mind when it comes time to sell.
On the other hand, there’s content curation - the process of gathering content from other sources around the internet (such as other news sources, blogs, social media platforms, etc) and re-posting it on your own website, Facebook page, Instagram profile, Twitter etc with a link to the original source.
The main benefits of curating content are:
Benefit 1: Save time (and ergo, money)
For one thing, you don’t have to invest hours into creating a piece of original content. You’re not constantly exhausting your creative resources - your brain gets a break from blogging. After all, you can’t force inspiration.
Social media makes it incredibly easy to re-tweet or share existing content. And, if your CRM has an RSS feed feature, it’s even quicker to find great shareables. Any new article from your favourite website will appear in your CRM like magic - you simply have to choose which to re-publish, straight from your dashboard.
Benefit 2: Save actual money
With content curation, you also avoid all the potential costs that can come hand-in-hand with creating your own content - like professional video gear, a freelance graphic designer on the books or an in-house blogger.
In fact, it’s great for experimenting with different mediums (videos, blogs, articles, infographics, photography, gifs, etc) before you start creating your own - you can test the waters with a curated piece of content and see how your audience responds to it.
Benefit 3: Save effort
With content curation, you can link out to a blog post that’s already receiving a lot of attention online, or share a video that’s currently going viral. Sure, some of your social connections may have already seen it - but that’s no skin off your back, as it took all of 0.2 seconds to republish it anyway. And, for those that haven’t seen it, chances are they’re going to want to.
Who says you can’t create your content and curate it, too? Definitely not us.