There are a number of reasons why content marketing is now considered one of the most effective marketing channels for all kinds of businesses, estate agency is no exception. Traditional estate agent marketing consisted of mainly outbound (push) techniques, think direct mail and email shots, agency boards, telemarketing and traditional advertising, whether in print, on TV or radio.  These traditional forms of advertising take the product to the customer – whether they want to see it or not, and can be seen in a negative light.

The digital marketing landscape, like most of the online world, is ever changing and the end of the year is a good time to think about our strategy for the year ahead and how to refine our digital marketing in line with the likely trends of the new year.  So what are the key things we need to be thinking about for digital marketing in 2018? 

Event businesses and venues are amongst those lucky enough to have access to lots of great visual content.  Photogenic businesses of all kinds have a huge advantage online with platforms like Instagram and Facebook lending themselves particularly well to visual content.  Whilst this can be great for keeping your existing social media audience engaged, it will not necessarily bring new paying customers to the door.

Content Marketing is a very broad term and there is no one formula which will suit all types of business.  Content which is suitable for a Business to Business relationship, for instance, is very different to content which is better for a business to customer relationship.  As content marketing professionals we have to adapt what we do to suit different industries, and for this blog post, we are focussing on Content Marketing for Estate Agents.

You have probably heard the term, ‘long tail’ it has been around since it was coined in 2004.  All those years ago, the internet provided retailers with a new opportunity for selling ‘more of less’.  In theory, the market demand for less popular (more niche) goods as a comprehensive whole could rival the demand for more popular, mainstream goods.