Recently, I was having a casual lunch meeting with a friend who is also a real estate professional in Singapore. She told me that she has quite a decent number of articles about property buying and selling tips on her website. Moreover, the content is ‘optimized’ in a way to make it more search engine friendly.
However, my friend said she still has some problem getting sales leads from the website; and she wanted to find out why. After getting more information from her, I found out that the main reason why her website is not getting sales lead is because of :
“Poor content marketing”
All her website content is written by her web designer who has no experience in the real estate industry. The content of the individual articles is written in a way purely for search engine optimization (SEO) only. In other words, the articles are not written for the consumer. The website developer who is paid to do the SEO, probably “copy and paste” content from other people’s articles, while using a rephrasing tool to make it looks like another original article.
Such method is the wrong approach to content marketing strategy.
My friend may have some of her web pages being indexed on Google’s first page, but consumers who have read her content, may feel that her content is not convincing enough to make them feel confident about her brand.
A common problem
Just like my friend’s website, there are also many other websites today that may be experiencing the same problem. So what if the web page get indexed on the first page of Google’s organic search results, but is not useful to the consumers.
Therefore, the bottom-line is, we got to use the right approach when we are planning our content marketing strategy:
The right approach
1) Tell a good story
Strategize your content in a way that tells an authentic story about your brand. Your purpose is to let people know that your brand is the authority of the topic; being the authority, your brand will be perceived as the expert in your industry.
2) Write originally
Original content does not mean that you have come out with articles that others people have never written before. It is not like that. Rather, original content means writing in your own style. That is, your own way of writing.
Original content makes your brand look personal and unique to your consumers. It gives your brand an authentic “voice” over others.
3) Always write for the consumer
Put yourself in the shoes of your consumers, find out what kind of content would they want to read about. What are the problems your consumers may be facing? Think of how your brand can help your consumers.
4) SEO may be important, but it is secondary
As mentioned earlier on, the content should always be written for the consumer. However, you can put in some relevant keywords in your articles for SEO purposes, but do not overdo it.
Focus on one main goal, that is to educate your consumers, and everything will naturally fall into place.
5) Consistently produce more articles
Fill the internet with as many authentic content as possible. The more you write, the better your brand will be. Remember, there is no shortcut in content marketing, you just have to keep on writing.
6) Be objective
One common mistake that some content marketers make is the lack of objectiveness. They either hardsell their product too much or badmouth their competition. As a result, the consumer may unlikely buy their ideas.
We need to be as objective as possible. No badmouthing of our competition and no hard-selling of our brand’s product. Say something about the industry trend, the consumers problems, the common types of products and services available and so on. .
7) Call to Action
One purpose of content marketing is to make the consumers to have more confidence and trust in your brand.
And once they have established their confidence and trust in your brand, you need put a “call to action”; so as to direct them to find out more about your product and services or sending you a product enquiry.
We can conclude that there is no magic formula in content marketing at all. What you need to do, is to tell a good story for your consumers, and continue telling them many times, in your own original style.
Feel free to contact me if you have any questions.
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