By: John Seroka
Did you know that 300 hours of video are uploaded to YouTube every minute? And, there are 2.75 million blog posts published each day on WordPress alone? Also, according to Campaign Monitor, people were receiving about 121 business emails per day according to a study in 2018. More recent studies show that number going up!
Given these stats, content marketing, and the quality and quantity produced, matters now more than ever if you’re going to break through. And its importance will only continue to increase as automation takes a firmer hold and the volume continues to grow. It will be difficult to become a thriving company in the mortgage industry without it given what you’re up against competitively.
Having a blog is only the beginning and the mere mention of it is almost trite.
You must think well beyond the blog. Generally, current content expectations beyond a blog include video, infographics, webinars, white papers, case studies, email and podcasts.
But now, in 2020 and beyond, you need to take your content development a step further. Consider live video, messenger conversations and dynamic content. And, if you happen to be a Realtor® or real estate developer, augmented reality will become more popular as the decade moves on.
Your ability to deploy high quality content to guide your target audiences toward a desired outcome, quickly and efficiently, at the right time and in the right places, is also now critical to scaling your business. Enter marketing automation ─ a must-have to compete in today’s marketplace.
For those of you who may not be aware, let me take a moment to briefly explain.
Marketing automation allows you to schedule the automatic deployment of content via email, SMS text, direct mail, social posts and voicemail.
Triggers can be set up within the software so that follow-up content can be deployed to your target based upon an action taken (or not taken). For example, filling out a form, clicking a link, visiting a URL, opening an email, or not opening an email are all examples of triggers.
Automation saves marketers and salespeople a lot in time and labor costs. It allows them to follow up with a prospect more quickly and systematically in a way that is relevant depending on the action they take. It allows them to build their pipelines faster, while reducing the chances of losing a prospective client to a competitor due to slow response…or lack of response.
Why is content marketing now more important than ever? Here are 3 primary reasons…
It Builds Trust.
We all recognize that any company that consistently deploys great content has a leg up in the trust-building arena. However, today it is especially difficult to get noticed in order for trust to begin building. You are fighting for attention in the inbox, social media feeds, the mailbox…everywhere.
For that reason, you need to have a testing mindset. Even when you think you have the winning subject line, graphic or body copy, continue to test. It’s good to have an arsenal of high-performing pieces.
Test subject lines, headlines, “from” name, time of day deployed, images and frequency of deployment to name a few. Also, be sure to test the medium you use to deliver various messages. Some people are more responsive to certain mediums and not so much to others. As you learn, you can better allocate your marketing dollars to those that show better results.
Keep in mind that if you’re deploying content on a social media platform, you need to have a paid strategy through which you can leverage the ad platform. Without leveraging, you risk having your content seen by very few people if any at all. Social media platforms favor paid content. Organic deployment has not been a viable strategy for quite some time.
It Saves Money.
Content marketing costs 62% less than outbound marketing and drives three times as many leads per dollar as traditional marketing.
In fact, it accomplishes so much more, you can’t help but understand its monetary value. Check out this infographic:
A Guide to Marketing Genius: Content Marketing
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The Customer Journey Is Longer And More Complex Than Ever.
It’s been many years since people have been influenced by a simple ad to purchase a product or service.
With the volume and quality of information available on the internet, they conduct research, discover alternatives, conduct further research on the alternatives, and discuss their findings with friends, family, and peers. Then they may even go back to do further research.
This is especially true in the mortgage industry where purchases are thoroughly and thoughtfully considered.
Consumers have many questions as they entertain the process of buying a home or even refinancing.
And businesses in the industry that provide or consume services or purchase technology also do their share of research. They engage in discussions with their peers at conferences and other gatherings in virtual environments to decide on their needs and future purchases.
Creating plenty of valuable content and knowing how to deploy it in a systematic fashion that guides the prospect is essential if you want to be a part of the consideration set.
Great Content Breaks Through!
Whether you’re a retail mortgage lender, investor, third-party originator, servicer, LOS or anyone else providing mortgage-related services or tech, look around at your top competitors. Or look at the companies that you consider to be industry leaders and check out their content.
Go to their social media sites, blogs and conduct online keyword searches and see what comes up. Then you know what you have to do to compete!
Keep creating great content and lots of it. If you need help with your overall content strategy or developing content tracks for your marketing automation platform, reach out to us for a free consultation.