If you're venturing into creating an online presence, there's one phrase you've probably heard by now: content writing.
As a mortgage broker, you may not understand the significance of writing content. You may not think it's necessary for the type of professional you are.
However, this is a huge mistake! Content is proven to increase customer engagement, which results in more clients and business for you.
Curious how to make the most out of your content marketing? Have questions? Read on to find out!
You may think that your website speaks for itself and you don't need to dive into the world of content writing. This idea couldn't be farther from the truth!
Content writing can only serve to call attention to your business, meaning it drives traffic, which in turn gives you more business. Just having a website and contact information isn't enough in this day and age: you need to crack into providing valuable content.
It can be overwhelming at first; that much is unavoidable. How do you create great content to get yourself to the top of the game?
We've got seven key tips for you to utilize, and by the end, you'll be a content writing master.
The number one rule when it comes to content writing is that your content has to be original. If you're just regurgitating stuff that's already out there, who's going to read it? Why should they go to you?
Sure, it may be difficult to figure out what's truly original in today's saturated marketing world. However, the Internet offers you a plethora of options regarding how to get content out there. Find the right niche for you to attack, and attack it hard!
Furthermore, if your content is not original, search engines will penalize and rank your website lower than your competitors.
Give your audience content that's actionable. This means that you need to give them advice. Give them solutions to their problems - and hopefully, those solutions point to you.
You have to give them a reason to want to use you as their mortgage broker. Content writing opens up a whole world of possibilities, but you have to give them a way to engage.
Speaking of engagement, this can also refer to audience interaction. Do your potential clients have a reason - or even the capability - to interact with you?
It may not seem like it, but your clients like to know that there's a human on the other end of the computer screen. It gives them a sense of security to know that someone is writing to them on things they want to know about.
Audience engagement equals more views for you, which equals more business.
If you aren't an expert in your field, then what are you doing in that field in the first place?
When it comes to content writing, people want the information they're reading to come from a reliable source. That means you have to be the expert. You're the one holding their hand and giving them advice.
Some specializations for mortgage professionals can include: First Time Home Buyers, Jumbo Mortgages, Refinances, Sub-prime, etc.. Find one that works best for you and go for it! Show off your knowledge, and watch as your client base begins to soar.
Here's the thing about content: it doesn't just refer to the text.
Walls of text without interruption can be overwhelming for your audience. Even when they're separated with subheadings (essential - but you'll learn about those later), paragraphs of information aren't the best way to get your information across.
Check into images and video to help give your client base that extra boost it needs!
You can even optimize your pictures and video, so if showing up on search engines is your worry, don't let it stop you! Your content can still be found just as easily, and your audience will appreciate the unique approach.
Writing your content isn't a one-and-done kind of deal. It's a process. A long one, especially if you want your career to keep progressing upward.
Continual updates are necessary to keep your content relevant and up to date. This also shows your audience that you're still engaged with your business, giving them the peace of mind that you won't just up and abandon them.
If you're making the dive into creating content, you need to realize you're in it for the long haul. Make sure you're capable of coming up with fresh content consistently to keep your audience engaged.
The magic key to writing content - which many people overlook - is scheduling.
Let's say you decide to utilize a blog to market your business. You set a goal of once a week for updates. Not too strenuous, right?
However, you also have to maintain this on top of all your other work. Beyond that, you need to come up with original content and actually write it.
The easiest way to handle this is to draft out your ideas early. Keep to a schedule, whether you decide to write daily or weekly. Have an idea of what you want to write weeks in advance, so you aren't suddenly stumped one week.
Keep that up, and you'll be on your way to maintaining a compelling presence.
Let's be honest: in today's climate of smartphones and instant gratification, your audience may not have the attention span to take in your great content.
This means you have to figure out a way to relay the same information, but shorter. A great way to accomplish this is to split any long posts (let's say longer than 1000 words) into multiple parts.
This gives your audience an incentive to keep coming back for more while keeping things easy for them to digest.
They'll also likely remember crucial details of shorter posts, and are more likely to act on them!
In today's Internet climate, consistent, interesting, original content is key for maintaining and developing your client base, regardless of what kind of business you are.
By putting yourself out there on the wide Internet world, you're staying in the forefront of potential clients' minds, which will, in turn, lead to more business for you. It boosts your reputation and can be seen in more sales.
Any questions regarding creating perfect content? Any success stories out there? We'd love to hear them! In the meantime, take these tips and run, and you'll be a master of content in no time at all.
Aaron is the President & Founder of Mortgage Reputation. He is a passionate and driven entrepreneur, with experience in the Mortgage Industry and Digital Marketing Technology.