Before we talk about the benefits, let’s define content marketing. Essentially, it is the technique of creating valuable, relevant, and consistent information or ‘content’ in order to attract prospective clients and retain existing clients.
The idea is to present relevant information that can be easily consumed, consistently. Content gives the reader the ability to increase knowledge and skills, spark conversation, strengthen networks, and build a professional reputation.
Good content gives you the ability to stay top of mind, develop a relationship, and provide value before the point that a need is even realized. It doesn’t matter if you are trying to attract new tenants, third-party property management contracts, or a contract with a property management company, businesses related to commercial real estate can benefit from content marketing.
What does good content look like? It will:
- present new knowledge or assist in decision-making
- fuel conversation
- benefit professional networks and personal/professional brand development
- feed a desire for professional accomplishment
- be formatted for mobile/tablet consumption
- include visuals or imagery
LinkedIn’s 2014 Professional Content Consumption Report quoted a 65% increase in the amount of time spent consuming professionally relevant content over the last year. 41% of content consumed weekly is professional, relevant content. What that means is that, it may take a some focus and patience, but there is no better time to incorporate Content Marketing into your overall marketing strategy and gain the benefits no matter what industry you are in.