How Content Marketing Fits Into Your Mortgage Business

How Content Marketing Fits Into Your Mortgage Business

Content marketing has proven to be a powerful strategy over the past few years. So much so, that consumers are now dependent on content created by mortgage companies in order to make informed decisions about the home buying process. 

As a marketing professional, you wake up, head to work, have a cup of coffee, check email and social media. Then, you make a flyer for a loan officer, drink another cup of coffee, research industry news, launch a single property website for a co-marketer, and you have another cup of coffee. 

What next? You have some meetings, you respond to more emails and requests from loan officers, have a few more cups of coffee. 

The hard part about this day is that it seems stacked, one thing after another. There’s little down time, if any at all, so taking on more might just push this day’s schedule over the edge. Time to write a well thought out blog post or create a snazzy marketing video just doesn't seem to exist. 

But, what you ought to know before putting content marketing on the back burner -- or pushing it back until after tomorrow’s meeting -- is that some businesses generate over 60 percent more leads because of effective content strategies.

As consumers' appetites for more sophisticated content have matured, content marketing continues to evolve and adapt as well. Thought leaders and experts are putting strategies into place and experimenting with their techniques. 

Content marketing has become a necessary element in any long-term nurture program. And, what happens with a successful mortgage content marketing program is that consumers become clients and clients become loyal advocates for the loan officer whose content led to the closing, which also makes them more likely to refer a friend, family member or colleague.

Before rushing off, keep in mind that...

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Content Marketing Isn’t Just Your Blog

When we talk about content marketing, we are not just talking about blogging. Blogging is a major part of content marketing, but it's not the only thing. All communication coming from your organization, whether it be written blogs, email, video, or social media, these are all elements of a successful mortgage content marketing strategy.

At the same time, your blog should be found at the core of your content marketing. Keeping your blog up to date with expert opinions and informative material for your audience is a very important part of your content marketing strategy.

What happens when you maintain an active blog presence is that you continually build upon your expertise within your niche, your community, and your industry.

As lenders know, customers aren’t always looking for a new mortgage or to refinance, but those people might still be in the market for the future. Solving their problems early and often will keep your organization top of mind.

Your content should help hold the customers' hands down their paths by giving them educational blog and social media posts, videos, and downloads. The more those customers return to your team’s blog (the hub), the more likely they are to turn in an application for approval when the time is right.

 

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It’s important to emphasize that content marketing isn’t just your blog, even though it acts as a good base to all else. You can use your blog to host the content from your other channels. 

Social media, infographics, slide decks, how-to videos and other material that you publish for past, present and future clients is engulfed by the content marketing concepts, giving your mortgage business options to choose from.

When all of these media platforms are brought together, you find a very versatile and broad platform for sharing your newly generated content on social media. Use social media to amplify your content to targeted audiences to reach your prospects and clients at the appropriate times with the appropriate pieces of content. 

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What Impact Can Content Marketing Have?

Within the past few years, content marketing has grown into a large portion of building brand awareness, connecting with consumers and clients on a personalized level, and marketing efforts as a whole.

Almost 80 percent of marketers plan to increase content operations next year, and for good reason.

Companies have seen a number of positive benefits from adopting content marketing. According to Demand Metric, a global marketing research and advisory firm, content marketing brings in three times more leads than traditional marketing efforts.

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That alone is impressive, but to complement this great outcome, content marketing costs 62 percent less, the firm reported.

Right out the gate, these two findings could have a tremendous impact on your marketing budget and your organization's bottom line.

However, the most important value that comes from implementing an effective content marketing strategy comes from the relationships that are forged between lenders and clients through storytelling, news and updates, and entertainment.

Clients feel more connected to the lenders they read about -- thanks to content marketing -- because it allows them to learn at their own pace and in a preferable way.

So, if you’re still asking yourself, or bringing it up at every other meeting but leaving it at the door, now is the time for your organization to grab a hold of content marketing and cultivate a strategy that’s fitting to you and your clients (past, present and future).

 

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