Why Your Property Business Needs Content Marketing to Thrive in 2024
In the ever-evolving Australian real estate landscape, the art of capturing attention, engaging audiences, and driving conversions hinges on a strategic yet often overlooked asset: content.
The State of Content Report by Bynder, unveils invaluable insights into how content serves as a catalyst for success in the property industry.
We recently read the report (so you don’t have to!) and have compiled the key findings below. Keep reading to discover how content strategies, immersive experiences and content repurposing pave the way for real estate and property businesses to thrive.
Continued Investment in Content
“Content investments help to maintain brand visibility, deliver value to the target audience, build brand trust, and secure new keyword rankings, traffic, and shares. Failure to invest in enhancing content operations could disrupt brand momentum and risk losing customers who may not find the brand’s content when they’re ready to purchase—ultimately affecting profits.”
Despite economic volatility, brands worldwide, including those in Australia's property sector, are upholding or increasing investments in content creation and distribution. This commitment aims to maintain brand visibility, trust, and audience engagement, crucial elements for the property industry to showcase new products, share market insights, and build trust with potential buyers.
Emphasis on Content for Competitive Edge
“By leveraging content to provide engaging experiences, companies are able to differentiate themselves from their competitors and showcase their unique value proposition to the market, drive website traffic, sales, and ultimately, increase revenue for the organisation.”
Marketers acknowledge content's significance in delivering product information and differentiating brands in a crowded market. For the Australian property industry, leveraging content to showcase unique property features, market trends, and personalised experiences could be pivotal in engaging potential buyers.
Integrated Technology for Efficiency
“Maintaining consistency while distributing content is, in fact, a challenge for most brands, as reported by 66% of respondents who regularly use more than 11 channels for their marketing and promotional activities. A connected digital ecosystem powered by a digital asset management platform helps businesses overcome this challenge.”
The report emphasises the adoption of integrated systems to streamline content creation, management, and distribution. In the property sector, such technology could streamline products and listings, enhance virtual tours, and provide comprehensive information to potential clients.
Focus on Content Experiences
“Customers now expect personalised interactions with brands and will readily change vendors if this need goes unmet…Delivering a content experience means delivering the right content to the right people at the right time and to the right place. This requires careful orchestration of both customer and content data, and brands that fail to prioritise a consistent content experience risk losing customers to competitors…The benefits of delivering content experiences across the customer journey are improved customer attraction and retention—ultimately benefiting a company's bottom line.”
Property and real estate brands must prioritise delivering exceptional content experiences across the buyer's journey. This includes personalised content, timely information, and an engaging experience, which are crucial to attract and retain clients amidst increasing competition.
Content Repurposing for Efficiency
“Marketers who want to succeed in 2023 while saving money and reducing reliance on external agencies are realizing the value of repurposing content in 2023 — an effective but often overlooked content strategy. Not only does it save production time, but it can also boost search engine optimization (SEO) by keeping content up-to-date, relevant, and easy to find.
By repurposing existing content into new formats, such as infographics, social media posts, video snippets, blogs, and podcasts, marketers can easily and affordably create a consistent content experience for their audience across various digital touchpoints.”
Reusing existing content in various formats can be a game-changer for the property sector. By repurposing content like property images, videos, or market reports into different formats (e.g., social media posts, blogs, infographics), property marketers can efficiently engage diverse audiences across multiple platforms.
Ultimately, investing in content creation, personalisation, and a connected digital ecosystem can be transformative for Australian property businesses. Utilising technology to repurpose content, streamline distribution, and deliver immersive experiences is crucial to stand out and succeed in a competitive landscape.