Build Your Content Marketing Strategy Around These 3 Pillars
Who should listen: Anyone who wants to engage in content marketing but who doesn’t know the types of content that will drive leads.
Key idea: Whatever the content, it needs to be valuable in at least 1 of 3 specific ways.
Action item: Select one piece of content that you know well and that you can consistently provide. Then start putting it out there.
At ReminderMedia, content marketing is our go-to strategy for delivering value to our clients and for helping our clients deliver value to theirs.
What types of content marketing and what kind of value?
The types vary widely. We use this podcast, emails, ebooks, lead magnets, webinars, blog posts, Instagram Reels . . . you name it, and we probably do it.
For our clients, we provide high-quality, personally branded magazines, social media posts, a local events newsletter, and postcards.
As for the kind of value, we rely on the 3 pillars of content marketing: we provide content that is educational, entertaining, and endearing. We call them “The 3 Es.”
While not everyone has the resources to produce a podcast or write an ebook, everyone does have the opportunity to use at least one of the many mediums available to provide information that meets no less than one of The 3 Es.
In this Silver Dollar episode, we talk about the various mediums while comparing a few, delve into more detail about the 3 Es, and share some compelling statistics that will most certainly make you want to lean in and try content marketing for yourself.
How to get started producing content
We’ve got two quick comments about how you can start to produce lead-generating content.
First, you need to start.
Just start producing content.
So many people wait until they have a perfect idea, the best images, or the right motivation. Stop putting it off. As we say in the episode, “Perfect is the enemy of done.”
The only way to get better and to learn is to venture forth.
Second, you need to be consistent.
Once you begin, don’t stop. Content marketing is a long-term strategy, and you may wait a long time to start seeing any results. Content marketing is a way to have people know, like, and trust you—and that takes time.
It will also take time for people to find your content (assuming you are using the internet). However, once they do, they’ll come back for more if the quality is good.
Just remember . . .
A few things it may take you time to learn (so we’re telling you now)
When you listen to the full episode, you’ll hear all about the various mediums you can use to distribute your content, as well as some of the benefits of selecting one medium over another. But here’s something it might take you a while to learn: find one or two mediums you are comfortable with and use them consistently. You can try other mediums, because the more you use the better, but you want to have your go-to outlets where you are most at ease because if it’s not easy for you, you won’t be consistent.
You want to be omnipresent. You want to be the subject matter expert of your industry among your target market. You always want to be top of mind. The best way to achieve these is to be everywhere all the time—in their social media feeds, in their in-boxes, in their mailboxes, on their mobile devices, etc.
Content allows you to do that.
Here’s something else you should know: you can’t expect to generate leads if all you ever do is talk shop. People won’t relate to you very well—they won’t get to know, like, and trust you—if all you ever do is try to sell them something.
Remember that value isn’t just about giving your audience information about your products and services. It’s also about entertaining them and endearing yourself to them. When you listen to the episode, you’ll hear some examples of what we try to do for our clients in our magazines so that they deliver these types of value to their sphere.
A third thing that we promise is true, even if you have to wait for the proof: content marketing is an exceptionally important and effective strategy for marketing your business—and it’s likely to become even more so in the near future.
As we get to the last third of the episode, pay particular attention to some of the statistics we share.
We gave away one amazing number in the caption of this episode—content marketing costs an average of 62% less than traditional marketing but generates 3 times as many leads. But there are more.
And while we won’t give them all away here, we’ll share one more: the websites of people who consistently produce content have a 7.8% growth in onsite traffic year over year when compared with people who don’t.
Invest 15 minutes of your time in this episode, and then follow the action item. Make today the day you start an entirely new lead-generation stream that, with time, will pay dividends.
Please enjoy this episode, and we’d appreciate it if you would give us a five-star rating and leave a review on Apple Podcasts. (Not sure how to leave a review? Click here.)
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We’ve got 15 FREE SOCIAL MEDIA POSTS that real estate agents can use to start marketing with content that’s educational, entertaining, and endearing. Get yours today!