You're a Content Marketer - Like It Or Not!

By
Education & Training with RealtySoft.com Chief Evangelist

How many black hat SEOs does it take to change a light bulb?

None. Black hat SEOs don't change the light bulb. They just redirect people to a different room where there is no light.

Thanks to Hubspot.com for the joke.  

Web Content Marketing


We spend a ton of time, effort and maybe money in marketing on the Internet.  But, when it comes to search engines, it's all about the content.  And, whether we like it or not, we're not Realtors® trying to generate leads, we're content marketers.  Our content is supposed to attract visitors, engage them, and then offer them an inducement to give us their contact information.

I just found a Web article titled "How Content Marketers Can Reach a Larger Audience by Redefining the eBook."  The idea is that savvy real estate agents, or anyone else marketing on the Web for that matter, are producing special reports and eBooks and offering them as PDF files free on their websites.  And, we should keep doing this.

However, out of the entire world of people using the Internet, how many are visiting your website?  Not even a miniscule portion of users is the answer.  So, your great special report about the difference between a survey and an improvement location report isn't going to get seen by billions of people.  Your eBook about the YourTown real estate market isn't going to be seen by them either.

The article points out that we should also be marketing the same eBook on the channels people are using, and we can price and sell it.  Two things jump right out:  1) We might make a few bucks, and 2) more importantly, it creates a value for the free copy we offer on our site.  We simply tell them that this eBook is for sale at iTunes, Barnes & Noble and Sony eBook sites, but they can get it free here.

You see, PDF books don't provide a good user experience on the hardware that more than 70% of us are using these days on the Web.  We're using cell phones, iPads, Nooks, Kindles and other eReaders.  It can be as cheap as free up to around $39 to publish your eBook with an online resource site that will send it to Apple, Amazon, Barnes and Noble and Sony.  I have tried FastPencil.com and BookBrewer.com.  I'm currently using BookBrewer, but you can check them both out.

Basically, you lay out your eBook on their site, and you can copy/paste in MS Word content, and add images.  Once it's ready, you can have a review copy downloaded and then have it published when you're satisfied.  You get an ISBN number too.  The service formats the book for the different sites where it will be marketed, as Amazon uses one format and iBooks uses another.  Suddenly you're a published writer!

RealtySoft Lead FormNext you go over to your RealtySoft real estate website.  There you can use a RealtySoft "gadget" to place your pitch for your free eBook and a form for delivery anywhere on your site you want.

An example would be placing that survey/ILR eBook offer on the same page as your article on the topic on your site.  If a site visitor arrives at that page from a search seeking information about surveys and location reports, they're highly likely to respond to an offer to get a $6.99 eBook you sell at Amazon for free at your site.

So here it is as easy as 1 - 2 - 3:

1.     Create compelling and informative content.

2.     Merge it and expand on it and create an eBook.

3.     Market the eBook for a cost at the major eBook sites and give it away for free at your site.

You're a content marketer, so market it.

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Re-Blogged 1 time:

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  1. Peyman Aleagha 04/25/2012 07:23 AM
Topic:
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Groups:
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Tags:
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Rainer
25,804
Kevin Sembrat
Diversified RCS Inc; http://www.ManhattanPropertiesGroup.com - Manhattan, NY

This makes alot of sense, Jim -- and is quite intriguing. Thanks for posting. -- Kevin

Apr 26, 2012 12:20 AM #1
Rainer
23,010
Pam Smits
Staging Fox Valley, LLC - Oshkosh, WI
Home Staging, Appleton, WI, Oshkosh, WI; Green Bay, WI

Interesting, Jim.  As a home stager, I could have any number of "books" about different topics.  I am somewhat of a computer illiterate, but I will put this on my to-do list!

 

Thanks!

Apr 26, 2012 09:15 AM #2
Rainmaker
1,429,631
Andrew Mooers
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

The real estate office in not stick and bricks alone, it's on line, in many media forms ready when the busy buyer is around the clock, any time zone, world location.

Apr 26, 2012 09:33 AM #3
Rainmaker
1,106,950
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

This is a wonderful post and full of important information.  I have bookmarked this one so I can come back to it on the weekend.

Apr 26, 2012 06:55 PM #4
Rainer
57,445
Wayne Jackson
Lakeshore Realty 208-714-4109 - Hayden, ID
North Idaho Realtor, Serving Coeur dnullAlene and Hayden Lake

Jim, thanks for the post. Great idea and i never would have thought of that one.

Apr 26, 2012 08:55 PM #5
Ambassador
1,084,709
Bob Crane
Woodland Management Service - Stevens Point, WI
Forestland Experts! 715-204-9663

Thanks Jim, advice that I need but generally would never get around to researching, you make it look so simple.

Apr 27, 2012 11:05 PM #6
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Rainmaker
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Jim Kimmons

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