If you’re already familiar with the phrase “Content is King,” then you are ahead of the real estate pack. Coined a few years ago, this phrase has become a mantra repeated over and over again by savvy digital marketers across all industries. The most successful entrepreneurs and industry leaders have adopted the idea that digital content like blog posts, email newsletters, social media posts is central to a marketing strategy. Publishing fresh, engaging content over and over again on a consistent basis is crucial to establishing authority, attracting more website traffic and generating more leads. And who doesn’t want more of that?
According to a study by NewsCred, the average length of time anyone spends on an online article is 37 seconds. The unfortunate truth is that many people won’t stay on a page long enough to read a complete article. Yet in order for your website to appear on the first page of Google’s search results, you will likely have to publish carefully written SEO-optimized articles and email newsletters, on a regular basis, over the lifespan of your business. With all the other things you need to do to keep your business thriving, this can seem a bit overwhelming and time consuming.
The Universal Power of Evergreen Content
Evergreen content is a type of content designed to deliver marketing returns over time. Just as the leaves of an evergreen tree stay green throughout the entire year, evergreen content marketing focuses on ideas that are always relevant, regardless of the time. Evergreen content does not become dated because it doesn’t relate to specific events that people are going to gradually lose interest in. Evergreen content improves search rankings because it holds positions in search engine ranking for longer, bringing more traffic to your site over time. In other words, it’s the marketing gift that keeps on giving.
Targeted Content, Served Up Fresh
Every day, over two million new blog posts go live, and over 205 billion emails are sent. As real estate professionals, how do you stand out from the pack and keep up with that incredible pace? Nowadays, leading class real estate CRM’s provide a wide variety of timeless, engaging content that is fresh and customizable, targeted to the needs of your existing clients. Real estate marketing experts help add to your marketing foundation with professionally written pieces of content for you – so there aren’t any gaps in your strategy when you get busy.
Here are three innovative ways to design content for your audience.
A great piece of evergreen content could be something like “10 Things to Keep in Mind When Buying Your First Home”. The items on this list will be as relevant today as they will be a year from today, because it addresses a long term need. No matter what the year or season, there will always be a curiosity for people who are planning on purchasing a home. If you can come up with a great list of advice for new homebuyers, you will have people coming to your site time and time again, allowing the ranking of your site to consistently grow stronger.
- Define Something
Part of running a solid content strategy is to put yourself in the shoes of your prospective clients. What are they curious about? Try thinking of a niche topic that potential clients might need information on, and write an article that explains it well. For example, an article that explains the difference between a buyer’s and seller’s market checks two crucial boxes: it answers a question that people will always be curious about regardless of time, and it will be asked by people who are likely interested in buying a home. This is the kind of content that, if optimized correctly, can attract potential clients to your site while building credibility and improving your search ranking.
Did you know that a simple Google search for “How to start looking for a home” yields 663,000,000 results? Some of the most common Google searches ever begin with the words “how to”. If you can think of topics that relate to your service or organization, you can develop some great, useful content to satisfy a lot of interested people. Take note: If you can come up with content that addresses questions in an engaging way, it can also work wonders for your web traffic.
- How to give a perfect housewarming gift.
- How to stage your home in 5 simple steps.
- How to capitalize on a hot housing market.
It takes effort and time to publish engaging, high quality content on a regular basis, but IXACT Contact is built to help you succeed. With a wide variety of engaging evergreen content for you to incorporate into your blog articles, and e-newsletters, you’ll have the resources to deliver a marketing plan that’s built to stand the test of time.