When talking about online supremacy, one of the major contributors to success is content marketing regardless of what industry or business you are in.
But don’t forget, it is not just about flooding your pages with random articles, images, and videos instead, content must be carefully planned, used, and managed to establish credibility, client confidence, and authority.
Content marketing is not just about establishing an online presence but a vital ingredient in building your brand, especially when you are into real estate.
Why content?
Content is not limited to just sharing your thoughts and ideas with your audience as a real estate agent, but it is also your medium of communication via your website and social media channels.
But do remember that random content will not work because compelling and relevant content will become the major factor that delivers your message.
Planning content should be backed by data that dominate the online environment and with a real website optimised to carry on the latest trends, you can count on winning leads, more traffic, and more sales.
Interactive and responsive content
People today expect quick responses to keep them entertained and engaged. Some of the tools that you can be used to get the pulse of your audience are surveys and polls, animated informational and educational content, online contests, just to name a few.
Focus nowadays lean more on experiences created for the audience instead of putting more words on a website.
Responsive and interactive content has been shown to improve audiences attention spans on a website and get it to rank better online.
Social media
Giving focus on your social media pages can give you access to around three billion social media users globally, with no less than 95% of adults between 18 and 34 actively following a particular brand on social media.
The content focus for social media can be based on trending content categories such as social media business, ephemeral, niche social, and video content platforms.
Social media is crucial to content marketing so focus and attention should be considered in taking advantage of it.
Augmented and virtual reality
Integrating new virtual and live streaming technologies to enhance your content delivery is strongly becoming more popular, especially in the real estate industry.
Studies reveal that no less than 90% of all companies generating annual revenues of $100 million to $1 billion are taking advantage of AR and VR technologies to provide users with real-time experiences in shopping, immersive experiences, interior design, etc.
AR also plays a crucial role in social media platforms to spur customer interest and sustain engagement by providing fun and worthwhile experiences online.
Podcasts and webinars
It’s not surprising to find podcasts and webinars flooding the internet as content marketers find this to be a relevant and highly functional medium of communication for people looking for information and insights.
Videos are powerful in influencing emotions and inspire viewers to take action. Streaming live videos allow marketers to communicate better with the audience.
Voice search optimisation and chatbots
Voice search is becoming increasingly popular today because it is convenient and simple, allowing people to multi-task when making queries online while biking, jogging, cooking, or anything else but. Voice search provides instant search results without distracting people from what they are doing on the side.
Google just revealed that 20% of mobile users use voice search on their devices and another forecasts that smart speaker usage is expected to surge by 55% in 2022. Audio-centric technologies are gearing up for integration as 30% of all web-browsing sessions are expected to be done through smart and mobile devices.
Similarly, chatbots also provide users with great experiences through instant results to their queries by automating responses to customers.
By the end of 2021, an estimated 85% of interactions with businesses and companies will be made with chatbots.
EAT- Expertise, Authentication, and Trustworthy Content
No doubt a major factor in content marketing that boosts a brand’s online presence. In 2015, Google launched the Quality Rater Guidelines (QRG) to help guide marketers about these qualities when developing content.
User search intent
People go online for a reason and each search query activity is fuelled by intent and not just for any random reason.
A recent study revealed that no less than 93% of online experiences culminates on a search engine. An average of 72,000 search queries is estimated to be made every second and adds up to around 6 billion searches in a day.
Google’s closely-guarded algorithms are believed to be trained on several factors, one of which is user intent to provide users with the best user-search experience online.
Not only that, it is important to take advantage of essential and trending keywords to determine user search intent and here are some useful keyword specifications to look into.
Navigational search. This is about users typing in keywords to access entertainment, news, and social media, among others.
Informational search. These are the use of keywords for information or knowledge about specific topics or niches.
Transitional search. These are focused on keywords used when buying or selling online.
By understanding user search intent, you can develop impactful and responsive content strategies for your website and social media.