Have you ever searched for information online only to find all of the content is several years old? For example, you want information on the available commercial real estate properties in a city or state. Unfortunately, the only information you find is from a few years ago and is useless.Keeping content fresh on any website or blog takes time, but it is essential to a company’s content marketing strategy. Statistics show that content marketing gets three times more leads than paid search advertising. Great content also contributes to brand recognition and helps the company leaders become thought leaders in the industry. Don’t forget while blogs are an essential part of content marketing, other types of marketing are just as important, including email marketing, postcards, and videos.
Content Gets Stale
The number one reason why content becomes stale is simply time. Even commercial real estate companies with large marketing departments are often too busy working on other projects to write a blog or update an infographic. In the meantime, your competitor may be sharing information on the latest trends in commercial real estate and those are being read by your potential clients. You can keep from losing those leads by outsourcing your content creation. This makes sense for a number of reasons.
First, you and your colleagues may be experts on commercial real estate, but a commercial marketing firm will have experts on how to generate content that attracts readers and viewers. A firm will have writers on staff that can put together the right words and phrases to attract readers. Search engine optimization (SEO) is also vital if you want your blog or other content to be seen by your target audience. Not only will your content be well-written, but it will also attract qualified leads searching for your services.
Just as trends change in building styles and locations, so do content marketing trends. For example, in the past, blog posts of 500 words or less were common. However, studies showed that readers wanted longer content that was well-written and researched. Companies that continued to feature short blogs attracted fewer readers and fewer leads. A commercial real estate marketing firm is knowledgeable in the current industry trends and how to market against them.
Content Must Be Fresh
People are quick to forget. The amazing blog you wrote in 2017 attracted readers and generated leads. But if you have not written another amazing blog in the past two years, your status as a thought leader is erased. You must be consistent if you want to keep your reputation. A commercial real estate marketing firm will establish you as an expert in the field. Outsourcing your content creation will save you time and ensure that you’re always enticing the market with fresh information and ideas. The right firm will go beyond just writing blogs; however, they’ll also:
- Create an editorial calendar so that there’s a plan for your blog and website to have fresh content at all times.
- Research current commercial real estate trends and create content that relates, establishing you as a thought leader.
- Manage a social media calendar and engage with leads and other contacts.
- Create other marketing materials that include newsletters, email marketing campaigns, infographics, and videos and oversee the distribution of the content.
In an industry as competitive as commercial real estate, outsourcing your content development will help you stay ahead of the competition.