Continuing our discussion from our previous post, 2010 Online Marketing Fundamentals, we now turn to the importance of content.
For the real estate industry (and practically every other industry), the key to online success is the formula of CONTENT + TRACKING. Today we’ll talk about why CONTENT is the fuel of your online engine.
So, an engine will not run with fuel. As you know, the gas in your car won’t last forever—you’ll use it up and will need to fuel up again to get further down the road. The same is exactly true of your online content. You’ll need to put new content into the system continually to keep your company moving toward your online goals.
Since consumers start their buying process online, your website must be the hub of all your activities. Even with the numerous social media platforms and channels available, your website must be the central core that radiates content outward, and receives, processes, and interacts with inbound communications.
Content is everything. Content is what brings consumers to you. But once they’ve seen it—unless it is complex or incredibly compelling—they won’t be back. Thus, ensuring that your content is changing, fresh, and answers the needs of your potential audiences is absolutely critical to the success of all your online efforts.
But what does “fresh content” really mean? It means that you’re telling your story continually; and not just your story, but also the story of how you can fulfill your clients’ needs. It means that your representation of your product must stay fresh as well, even if the product or service itself has not substantially changed. And it means that you are getting your content in front of as many targeted faces as possible—adapting for each new segment’s unique needs.
So commit to regular fresh fuel-ups of your website and outbound channels with fresh content, tailored to the wants and needs of your audiences. Otherwise, you’ll always be going nowhere.
Next Week: Why Tracking is King
