So you’ve launched your IDX website with all kinds of property search options, featured listings, community pages and more. Now the leads should start coming, right? Unfortunately, it’s not that easy but an IDX website that also has a content strategy will help you attract and convert more leads.
Many agents and brokers stop their online marketing efforts with their website and email listing alerts. With a content strategy, you have more ways of attracting leads than just your website and email alerts. And you’ll nurture leads with content you purposefully choose to build trust and loyalty so your leads ultimately reward you with their business.
In this article we’ll discuss what content marketing is and how it’s used to compliment your IDX website.
What is Content Marketing?
Marketing in the digital age has come a long way from websites and emails asking you to “act now!”. To effectively compete online, you must understand and practice content marketing. You could look at content marketing as a form of lead nurturing that also provides additional opportunities for lead acquisition.
Here’s how content marketing is defined by the Content Marketing Institute (CMI):
“Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
“In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”