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Despite everything that has happened in the world of marketing and technology since the mid-1990s, in 2023, content remains king. From endless variety (written content, images, videos, etc.) to scalability and cost efficiency, content marketing offers unique advantages that no other form of online or offline marketing can offer in exactly the same way.
However, many realtors recognize the importance of content marketing, creating fierce competition among realtors. To succeed in this highly competitive environment, digital marketers must truly step up their game and optimize their marketing strategies for their real estate business.
In this article, we offer four tips that can help you strengthen your real estate content marketing strategy and boost results while keeping costs down.
1. Take a holistic approach to SEO.
One of the first things to mention when talking about content marketing is search engine optimization (SEO). This means that all digital content that you post on our real estate website, his websites in other industries, social media, or YouTube is posted in a way that search engines like Google can easily find and identify its purpose. must be created and published. , mark it as valuable and show it to online users.
SEO is becoming more complex and evolving in the real estate industry, and this trend is expected to continue in 2023. Today, writing a few hundred words of opinion on a popular topic isn’t enough to rank #1. google page. Instead, his digital real estate marketer should consider a variety of his SEO aspects and factors, such as content quality, uniqueness, timeliness, website technical specifications, and content technical presentation. . Besides getting natural backlinks from relevant and authoritative websites, things like using the right visuals that add real value are also becoming more and more important.
Therefore, to position a real estate company as a local market leader, they must build a dedicated SEO team and adopt a comprehensive SEO strategy as part of their content marketing efforts. The benefits are clear. By way of comparison, the average customer acquisition cost (CAC) for real estate organic traffic is $660, almost double that for inorganic traffic ($1,185).
2. Update what you wrote.Another recent trend in real estate content marketing that is expected to accelerate further this year is the emphasis on content freshness and accuracy. Evergreen content is important because search engines generally like it, but creating content today and forgetting about it years later is not enough.
On the contrary, Google and other search engines are increasingly prioritizing regularly updated evergreen content. Articles that haven’t changed since they were published a few years ago are often ignored because they are considered outdated and outdated, even if they ranked high in the past.
Updates to previously published content can occur in a variety of ways. Some simple strategies include updating the data and trends in the analytical part, adding new visuals such as short videos and infographics, and extending points or sections that seem insufficient or unclear in the original part. .
3. Leverage short videos.
Whatever our opinion of TikTok and the content published on it, there is no denying the fact that the platform has changed the face of video creation and video marketing. With over 1 billion monthly active users, TikTok primed the rise for short-lived video in a way that YouTube, Facebook, and Instagram couldn’t.
Demand for short videos under a minute will continue to drive real estate content marketing in 2023. There are many ways real estate professionals can benefit from this trend. Real estate marketing is very visual because homebuyers need to visually fall in love with a home in order to seriously consider it.
3D virtual tours of properties added to listings and social media, video business cards, and testimonials from satisfied customers are just some of the ways real estate marketers incorporate short-form videos into their strategies.
Short videos are much easier and cheaper to produce than longer ones, but they’re also effective at grabbing the attention of potential leads who are already overwhelmed with content and keeping it until the end.
4. Diversion of Content.
Another thing you can do to boost your real estate content marketing strategy in 2023 is to reuse your content. What this means is taking previously created content, changing its format and publishing it again, usually on another platform. For example, you can turn a blog post into a video, or a video into an infographic.
This strategy is a cost-effective way to create and post new content without devoting many resources to new research and initiatives. Content marketing is more cost-effective than other types of digital marketing (such as paid advertising), but it can still cost a lot to produce quality work.
Repurposing content gives you the opportunity to maximize revenue from a particular piece without duplicating work already done on it.
The last word
Content marketing is a viable option to promote and grow your real estate business in 2023 whether you are a broker, agent, developer, property manager or investor. Real estate marketing is likely to be as competitive as ever this year, but we’re confident that following his four simple tips above will set you on the path to success.
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