In 2016, American marketing software company Curata, on the back of extensive research, revealed that 74% of companies claimed content marketing is increasing their marketing teams’ lead quality and quantity.
The results of the study came as little shock to those familiar with the concept. There are those though still in the dark as to the power of content marketing. For the Lettings sector specifically, we have compiled four reasons content marketing deserves a serious conversation.
Hardly any agencies do it!
This might seem like an odd reason to begin with. After all, if no-one’s doing it, then why should I? However, it is precisely because so few Lettings Agencies produce content that every Agency should start thinking about putting a strategy in place.
As we will cover in more detail further down, traditional marketing services are set for a big shake-up in 2018. The way companies will gain (and indeed are gaining) maximum exposure going forward, will be by getting themselves on the first page of a SERP (Search Engine Results Page). The way to do that, is with content.
Search engines you see, use algorithms which crawl websites for relevant content when users key in a search term. The websites with the highest concentration of key words and phrases are deemed most relevant to the search, and those websites shoot to the top of the SERP. This has profound consequences for those at the top of SERPs, and for those at the bottom.
The stark reality is that the average web user doesn’t go past the first five listings on a SERP. According to a 2014 study from Advanced Web Rankings, more than 67% of all clicks on SERPs go to the top five listings. Things start to get grim when you look past those first few results. Indeed, research commissioned by online advertising network Chitika, showed that websites on the first SERP receive almost 95% of web traffic, leaving just 5% for those on the remaining SERPS to scrap over.
Unless you relish being in a dogfight for web traffic, you need content on your website in the form of blogs, whitepapers, case studies, infographics and more. And now’s the time to be doing whilst your competitors are still to cotton onto the potential.
Lots to talk about
Lettings Agencies are in the enviable position that, in property, they deal with a commodity that has universal appeal. If you run a company that makes jam jars, there’s only so much content you can produce about jam jars.
With property though, the avenues for discussion are endless. ‘Top 10 things to look for when renting a property’, ‘5 ways landlords can ensure they let their properties’, ‘8 of Britain’s coolest apartments’. You get the idea.
The beauty of content like this is, such is the interest in property, that it actually stands a good chance of being read. Many companies produce content for no other reason than elevating themselves to the first SERP. They’ve made their peace with the fact that most of it will probably never get looked at.
Content covering property though, hooks people in. And if they’re reading content on your website, they might just have a look at a few properties whilst they’re there.
As alluded to earlier, 2018 is set to shake-up the way companies market their services. That shake-up comes courtesy of the much anticipated GDPR.
The General Data Protection Regulation replaces the current Data Protection Act 1998 on May 25th. Amongst the various mandates and demands it puts upon organisations of all types, is the ceasing of unprompted, outbound marketing. No more email campaigns, no more mail drops, no more cold-calling.
Post-May 25th, marketing, across all sectors and industries, will primarily be deployed using content. Unless you’ve been naughty and not properly read the first section, you’ll understand how important regularly updating your website with content is. And if you have been naughty, there’s more to come in the next section.
So far, the reasons we’ve discussed as to why Lettings Agencies really should be thinking hard about developing a content marketing strategy, have focused on the competitive advantage it delivers. But maybe we need to be a little bit more explicit about what we mean by ‘competitive advantage’…
Let’s be blunt. When you set up your Lettings Agency (or indeed any business) it wasn’t for the good of your health – because God knows it isn’t. You set it up because you wanted to make money. To make money, you need to grow your business. And if for no other reason, this is why you need to invest in content marketing. We’ll not beat about the bush here, so try these statistics collated by the Content Marketing Institute on for size:
- Content marketing generates over 3x as many leads as outbound marketing and costs 62% less – Demand Metric
- Thinking of circumventing content with paid for ads? Over 615,000,000 devices now have ad-blocking software – PageFair 2017 Global AdBlock Report
- Almost half of 18 to 49-year-olds get their news and information online – and the number rises every year – Pew Research Centre 2016
- Small businesses with blogs get 126%more lead growth than small businesses without – Impact Consultancy 2016
- After reading recommendations on a blog, 61% of online consumers made a purchase – Impact Consultancy 2016
- Content marketing rakes in conversion rates 6x higher than other methods – Aberdeen Essentials
- Populating websites with blog content leads to 434% more search engine-indexed pages than business sites that don’t publish content – Tech Client 2017
Someone once said, “You need to speculate to accumulate.” If speculation is on the agenda, content marketing should be right up there.