Myths of content marketing

Myths of content marketing
Miles RedgraveBy Miles Redgrave in Content Marketing

Content marketing is a game changer across virtually every industry, including the UK residential property market. It has provided a platform for brands to communicate their message, engage with customers and elevate their status by using cost-effective and creative methods.

There are, however, still a few misconceptions and myths surrounding content marketing, with many businesses accepting its importance, yet still unclear as to how they can utilise it. The reality is that companies who try content marketing without implementing the correct strategies often end up with lower conversion rates.

That’s why we think it’s important to debunk a few of the myths surrounding content marketing. This will hopefully give you more clarity and allow you to create a watertight schedule which will help build your brand and gain more instructions.

Myth 1: Anyone can write content

Many people involved in business have great ideas and can be innovators in their field, helping to take their company to the next level. Unfortunately, not everyone can successfully express those ideas on paper – or mostly in today’s world, their computer screen.

Good content writers can extensively research their subject and write it down in a journalistic manner that is clear and concise. There also needs to be a human element to writing so you can resonate with your audience -and it doesn’t hurt to have a sense of humour, either. It is important that the ideas people collaborate with writers to effectively get their point across.

Myth 2: Content marketing is a trick and my audience won’t buy into it

There is some element of truth to the idea of audiences not buying into content. But that’s because it usually lacks quality and has a message which is too sales-y. Consumers have had enough of outdated marketing methods and are quick to differentiate between good content and run-of-the-mill sales pitches.

Audiences want to feel a link to brands now; they want to interact, have their say and feel like they’re listened to. If you can integrate them – whether through social media, blogs and think pieces – they will be more willing to consume your content.

Myth 3: Conversions are all that matter

Let’s not beat around the bush, content marketing’s end game is to win people over, resulting in more business. However, if this is your thought process when you start, you’re going to fall flat on your face.

The approach needs to be nuanced, and you need to win the trust of your readers. If your sole point of view is to get them on board as a client as quickly as possible, they will see through your content marketing.

By all means, make the content relevant, but do it by interacting with your target audience. Don’t tell them how good you will be at selling their home; have a conversation about their property and show them you’re interested in their thoughts on their home and the local market in general.

Content marketing is all about a longer conversion funnel; you can’t expect to publish content that results in an immediate increase in instructions – they will commit if they are at the correct phase of decision making process. It takes time for the content to soak in and for the client to enter their decision-making phase. Only then will the chance of converting an instruction increase.

Myth 4: More content equals more success

It is true that Google rewards content that’s published every day, if it is relevant and full of rich information. This approach isn’t always the best one, as many businesses take the route of overloading their website and social media platforms with information. In reality, all this will do is result in the creation of weak content and do more harm to your brand than good.

Once you lose your audience’s trust, it’s very hard to win it back. Place emphasis on quality over quantity and think about topics they want to engage and interact with. Create content that offers worth to your audience while using SEO and keywords to increase your search engine ranking.

Myth 5: Content marketing won’t work for estate agents

Let’s be honest: an estate agency’s brand isn’t quite as exciting as the Premier League or Apple. However, that doesn’t mean content marketing won’t be effective for you. There are many successful brands that aren’t perceived to be exciting, but are winning the content marketing game.

All roads lead to making the content engaging: tell stories, provide data, be funny, research internet trends and know your market. As an estate agent, you are in an excellent position to excel at content marketing because your audience won’t be as defined as a logistics company or an I.T software firm.

Buyers and sellers can come from any background and have many different interests. The key factor is to concentrate on your local area and focus on becoming the thought leader – the agent everyone wants to hear from. Your locality is your advantage.

Myth 6: One person can do it all

It is impossible for one person to look after every aspect of content marketing, so far is its reach. From white papers to e-books, to videos to blogs, to several social media channels, there is too much scope for one person to be in control of everything.

Fortunately, freelancing is becoming increasingly popular with businesses. There are many excellent professionals who excel at content marketing and can turn your ideas into a reality. There are even specialist companies who can help with the whole process, alleviating the need to hire several freelancers.

Myth 7: Blogging is only for sharing news

Comments estate agents want to hear their clients and potential clients say: “I can’t wait to read about how many instructions you took on last month and how much stock you shift. Hopefully, there will be a blog post about it soon?” What customers actually think about this type of content: “Meh.”

While you might be ecstatic about achievements, the chances are that your audiences doesn’t share your  excitement. They want to hear informative, meaningful and shareable content. This doesn’t mean you can’t show off;  you need to turn the subject into an angle that is more newsworthy.

Try writing a piece titled, “Why winning more instructions helps agents to gain a better understanding of their local market”. This way you can add a sentence or two about your shiny new instructions, but the main content of the article is to show your audience that you’re always learning about the market and constantly trying to improve.

Myth 7: You can’t measure ROI (return on investment)

You might not measure results in the same clear-cut manner that you can with PPC (pay per click), but, despite what many people may try and tell you, there are ways to track your ROI on content marketing.

By setting multiple quantifiable goals, you can better understand the effect campaigns are having. Some of these goals will be: generate a certain number of leads per month, and determine metrics to see how often content is consumed and interacted with. Marketing automation software can also be helpful for measuring content marketing.

Better content for everyone

Perceived new methods can seem daunting at first, and it’s understandable they might be treated with caution, especially if there are misconceptions around the subject. Hopefully, we have put most of those myths to bed so you can focus on creating a creative strategy that will help increase your brand awareness and overall engagement.

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