Grabbing the potential customer's attention has gone past clickbaits and clever taglines. The array of advertisements being bombarded on consumers daily have considerably reduced their tolerance level. How do you capture your prospect's attention in today's marketplace? The answer: By convincing him/her that you're trustworthy and are experienced. That's why authority figures and highly experienced folks will get more customers. It's hard to convince people you're experienced or trustworthy, but one way to try is through your content.

Useful, interesting content is an effective conversion tool. If you want to move past likes and shares, your content and content marketing needs to have goal(s) and you need to plan how to achieve these goal(s).

In the past, marketing worked by interruptions. Marketing meant buying time on TV and hoping consumers would keep watching during the commercial break, buying newspaper ads and hoping readers wouldn't skip past them. Before the advent of the web, real estate businesses would send postcards, push out their messages with whatever budget they had, through whatever means. Cold calling was prevalent. Dinner interruptions were common. Well, eventually consumers got tired of the distractions. Spam filters blocked unwelcome emails, DVR's allowed you to skip distracting TV ads on your favorite show, 'Do not call' lists helped keep cold callers away.

Then the web came and people began to see the value of web marketing. Attention shifted to the web with billions of business marketing budgets moved towards search engine optimization, pay per click ads and email marketing.

The boon to web marketing was that unlike traditional marketing, which was haphazard and wasteful, results could be tracked and web traffic was measurable. Over time the website became the center of all marketing efforts. Nowadays, the web is everywhere. Literally, in people's pockets.

The difference between the old and the new marketing was clear-cut. The modern marketing system worked via interruptions (push) but the web through content marketing was different, it worked by attractions (pull).

If you create meaningful content, people would come to you. Businesses that are still advertising and not creating valuable content are working with the old model. Content marketing is beating advertising. Inbound marketing is beating outbound.

Check out some tips for writing valuable content in a world awash with information:

1. Keep your customer in mind. What questions are your customers asking? Check out their conversations. Then craft headlines to meet their questions.

2. Focus on creating value. Don't worry about creating large number of content ideas. In-depth content works better and gives your site more SEO value. The important thing, whether in-depth or short is to give out free information. Something potential customers would love you for.

3. Use different content formats. If you don't want to appear boring and monotonous, you can try using different content formats. Not everyone likes to read. With different formats, you will be able to appeal to consumers with different preferences.

4. Hire a good graphics manager. Graphics create more engagement. They should form one major part of your content marketing plan.

5. Consider each buying stage. Buyers want to be guided. Your buyer might be stuck at a particular stage of the buying process, you should have content to meet his/her information need. Importantly, as a real estate agent, you'll need to create content for each stage of your buyer's journey.

Content has grown past impersonal, bland advertising to personal, valuable and engaging writing. However, if you'd benefit from valuable content, you need to be patient. Don't expect overnight results.

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