‘Content marketing’ has become a bit of a buzzword over the last few years. But in a nutshell it’s the creation and sharing of online information across a range of material – from written articles, blogs and white papers, to videos and infographics, through to social media posts and webinars. And, crucially, the approach taken isn’t a ‘hard sell’; content marketing looks to pique interest by sharing useful, engaging and relevant information, rather than directly promoting or pushing a brand.

Content marketing not only helps you to drive website traffic and attract leads. It’s a softer, more long term approach to educating your audiences plus building your thought leadership expertise and brand; if your agency is creating and sharing online content that’s of value to your audience, you’ll build relationships, grow a network of ‘advocates’ for your brand, and ultimately they’ll instinctively know where to go when the time comes for them to buy or sell a property. They’ll already be familiar with your agency, and they’ll associate your brand with knowledge, insight and value.

Zoopla’s Content Editor, Laura Howard, lays out three key things to consider when creating strong online content:

  1. Identify what your customers are interested in – so your online content is relevant to your audiences
  2. Stay straight, unbiased and factual
  3. Amplify and liberate your content at scale – which may include sharing it with us. Before you get started, make sure you have a solid content marketing strategy and calendar in place – so your goals are clear, and you know what topics to cover, formats to create, channels to publish via, and when to schedule articles.

And you need a content management system in place to plan, create, publish, distribute and measure effectiveness of your content.