How to make Content Marketing work for your firm
You need your clients, and your potential clients, to feel like they know you and can trust you in order for them to choose your services. This begins by conveying a warm and personable approach, demonstrating that you all share a common goal – after all, both you and your client want the transaction to go as smoothly as possible!
Find the common ground
Basing your marketing around content can help you to find common ground with your potential clients. By writing an article, making a video, producing an infographic or posting on social media, you’re giving yourself multiple opportunities to explain and prove to your potential clients why they should come to you when moving home.
Remember, you are offering advice and expertise: not just a service. Demonstrating that expertise is going to be crucial when it comes to building trust with your audience, which in turn leads to inbound inquiries.
Be relevant, engaging and useful
The key here is understanding your target audience. The more information you have on your target market, then the more likely you are to be able to create copy which they will engage with and can relate to.
How do I start?
Firstly, you can make it someone else’s job and outsource to a marketing agency for instance, and they’ll produce and promote content on your behalf. Or, you can do it yourself. Some tips to help you get started include:
Forward plan – don’t be completely reactive. Having a forward plan for content will reduce the amount of time you have to spend thinking up things to talk about. You can even schedule posts, blogs etc in advance – taking care of your content without you even having to think about it.
Check the calendar – linking content to events that are coming up or other major milestones in the calendar can instantly boost relevance. You can buy media diaries or simply create your own. Do this every quarter and again the time saving will mount up. You can even reuse the calendar year on year.
Be nimble – reacting to the news agenda is a gift for content writers. Keep up with current affairs and use events as your ‘hook’ for content. It shows you’re knowledgeable in your sector, keep up to speed with relevant events, and are generally ‘on your game’.
Mix it up – include different types of content such as tips and advice, ‘how to’ guides, comment on recent developments / current affairs, opinion pieces, maybe even the odd video. Publishing a mix of content types will keep your offering fresh and relevant and provide a handy boost to your search engine rankings as well.
