ATYPICAL

There's More to "Content Marketing" Than Writing Blogs

By Sarah Malcolm
A large portion of the discussion in content marketing revolves around blogging. That discourse is changing, and probably for the better. Blogging is just one technique under the content marketing umbrella. Content marketing for commercial real estate gets spicier when you go beyond the blog.

A large portion of the discussion in content marketing revolves around blogging. That discourse is changing, and probably for the better. Blogging is just one technique under the content marketing umbrella. Content marketing for commercial real estate gets spicier when you go beyond the blog.

We want you to understand this: you don't have to be a blogger to become an industry influencer. Plenty of people operate in the CRE space and made a name for themselves without a blog. Immediately who comes to mind is Alan Buchanan, Barbi Reuter, and Warran Nagatini.

What is content marketing, really?

At its core, content marketing means strategically creating and promoting valuable content that propels someone to action.

Nothing in that definition says anything about blogging. Content marketing is all about something that adds value to a targeted audience.

So how do you market without creating a blog? Check out all of these other options at your fingertips:

Sure, some of these are still writing, but they’re a different type of writing. Ebooks are fun and come out less often than a blog. They’re chock-full of evergreen material. White papers use graphics and text to illustrate data and conclusions. Case studies tell stories about how your work created results for a client.

The content marketing secret

No matter what kind of content you produce, it's not the how you content, it's the how to get people to your content. You can choose to do any of the content pieces listed above, but if you're not driving people to what you're creating, you will not see the gains you want.

Spend as much time optimization your chosen content. For example, if you choose to do a regular video series, learn how to write headlines and video descriptions. Add tags and include call-to-actions inside the video.

Every piece of content needs a promotional strategy. You've got to push-push-push-push it out on all of your own channels. This means on social media, emails, and your website. That includes for a blog and all of your content: videos, podcasts, webinars, et al.

What to do in content marketing

What kind of content you want to make is partially driven by you and partially driven by your audience. We know that videos show increased engagement, so you should include some kind of video in your strategy. That doesn't mean a hundred percent of what you do needs to be video content. Your particular audience might really respond to well-researched write papers. Your case study might be a huge lead generating tool.

Ask yourself what your goals are for that piece of content, research your audience, and keep in mind what it is that you actually like creating. And if it’s not a blog, that’s fine!

If you do want a blog, we can help. We create all kinds of content marketing for the CRE industry.

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