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Marketing professionals just might be onto something.

If you’re a mortgage professional in 2024, you’ll probably want to know at least a little bit about content marketing.

But don’t just take our word for it. Today, roughly 90% of professional marketers include content in their marketing strategies. While you don’t necessarily need to be a full-time marketer yourself, it never hurts to take some pointers from the pros.

It’s also been shown that content marketing can boost lead generation by nearly 75%. That means more potential clients to help, more growth in your business, and more profit to be made. Talk about a win-win-win!

But what is content marketing, really? And how can mortgage professionals like you tap into this powerful phenomenon?

Don’t worry, we’ve got the answers! Let’s explore the ins and outs of content marketing for mortgage professionals together.

Understanding Content Marketing

First things first, let’s get clear on the definition of content marketing.

Defining Content Marketing

Content marketing is a promotional strategy that utilizes, as the name implies, content. This content might include social media posts, web pages, educational videos, branded infographics, podcast episodes, case studies, white papers, or blog posts. Solid content marketing strategies may include at least a few of the above.

The goal here is to provide consumable content for current and potential clients. All content should be relevant, factual, timely, and helpful. When executed successfully, content marketing can help establish trust, bolster your brand, drive engagement, and encourage users to support your business.

Recognizing Content Marketing in the Real World

Try to remember a time when you read an especially helpful blog post or a persuasive social media post from a company you were considering working with. Maybe it helped you learn something new, earned a “like,” or even earned your business. This is content marketing at work.

Launching Your Content Marketing Campaign

If your interest is piqued, it might be time to launch your first content marketing campaign.

 Here are our top tips for mortgage professionals:

Get to Know “Good” Content

The success of a content marketing campaign depends almost entirely on how good the actual content is.

Great content makes users feel cared for, like you’re speaking directly to them. It clarifies that you understand their wants, needs, and pain points. It also paints you as an authority, someone they can trust.

Bad content, on the other hand, makes users feel annoyed, overburdened, or skeptical. Probably not what you’re going for, right?

Start by studying the content of some of your favorite businesses. Are they posting regularly? On which channels? Does the imagery they use draw you in? What about the text?

Make a list of elements you like and anything you want to skip.

Analyze Your Audience

When it comes to content marketing, the audience is everything.

For example, a case study on the most popular ice cream flavors might mean nothing to you. But the next guy might devour it.

Think long and hard about who you’re speaking to. How old are they? What kinds of jobs do they work? What do they do for fun? Start by building a persona for your ideal client. Then, create content with them in mind.

Start Creating

Don’t think too hard about it, just get started! Write that blog post, record that podcast, or schedule that social media post.

You don’t need to be perfect. You just need to go for it.

Keep in mind some elements that tend to make content pop, though:

  • Research. Users love learning something new, and you’ll look like a seasoned pro.
  • An approachable tone of voice. Remember: home loans can be confusing. Avoid jargon and technical terms.
  • Imagery and video. Text is great, but a lot of users want visuals, too.

Monitor and Tweak

Professional marketers are constantly reviewing what worked and what didn’t.

Keep an eye on the performance of your content and note anything that does exceptionally well or poorly. Adjust as needed.

For example, maybe users are eating up your blog posts but not really tuning into your podcast. In this case, perhaps your energy would be better utilized by creating more written content.

Ask for Help When You Need It

Remember: Marketing can be a full-time job in and of itself.

You can always work to hone your skills with guides, workshops, and webinars. But there may just come a time when you need to bring on a contract blog writer or social media manager.

Keep this in mind as your marketing strategy grows and changes.

Wrapping Up: The Importance of Content Marketing for Mortgage Professionals

Today, content marketing may be the key to growth and success in countless industries, including mortgage.

You don’t have to be intimidated, though! By working to understand content marketing and eventually launching your own campaigns, you can truly compete with the best.

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