If You aren't Utilizing Content Marketing, You Should Be!

May 9, 2019

Content Marketing is becoming a key part of many successful brand strategies and Brookfield Residential is a local brand whose nailing it. Specifically with their Home Buyer’s School.

Home Buyer’s School is an information hub which houses tons of content all related to homebuying. The microsite answers questions on topics from selling your home, to mortgages, to interior design. They also they offer a buffet of mediums; videos, podcasts, infographics, calculators and guides.

Brookfield’s approach is so on point because they made the content about their customers and not about themselves. They are giving away information for free in order to improve the customer’s buying experience, as well as strengthening their brand and being viewed as thought leaders within their industry.

So What Exactly is Content Marketing?

Content marketing is a strategic marketing approach which focuses on creating and distributing valuable, relevant, and consistent content which does not explicitly promote a brand but is intended to stimulate interest in its products or services — and, ultimately, to drive profitable customer action.

Simply put, content marketing is educational, not promotional.

And Why is Content Marketing so Effective?

  • Builds brand reputation and awareness – Every time the content you share gets read, that reader is developing an impression of your brand.  (This is why it is so important to have original, high quality content)
  • Costs less and provides more sales ready leads than paid ads – Content Marketing only costs you time.
  • Ensures your content gets in front of your target audience - More than 200 million people use ad blockers, so promotional material doesn’t get through while content marketing is generally not viewed as “spam”.
  • Builds closer customer relationships, and more client loyalty.
  • Increased conversation rate, once you engage, inform, help, and bring value then the sell is much easier.
  • More content = higher domain authority, more traffic to your site, and higher visibility in search engines.
  • The content you put out can position your brand an industry expert and thought leader which will increase the perceived expertise, authority, relevance, and trust of your site.

Bottom line, If you aren’t already utilizing content marketing as part of your strategy, you should be!

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