Content marketing simply describes the practice of attracting qualified leads by appealing to them via ‘organic’ search, social media and good old fashioned word of mouth with quality, original content that speaks to their needs, desires and pain points.
While improving search visibility is a key benefit of content marketing, if the content itself isn’t up to scratch, generating all the traffic in the world won’t be of much use to you. There’s no way to ‘game the system’ when it comes to producing engaging content that your target audience will actively seek out, enjoy and share.
Moves in this direction are something of a double-edged sword. They’ve made the process of SEO (search engine optimisation) somewhat easier to understand and put more power in the hands of people that might not necessarily have a raft of technical expertise. However, to be successful, property companies must now focus on gearing themselves toward frequently producing genuinely interesting and engaging content that captures the attention of their key demographics.