RISMedia's Real Estate Magazine

AUG 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1007402

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Page 28 of 126

24 August 2018 RISMedia's REAL ESTATE "When your content is consistently helpful, relevant and compelling, people will connect with you and your business," says Justin Cham- pion, author of "Inbound Content: A Step-by-Step Guide to Doing Content Marketing the Inbound Way." "They'll come to trust you, and from there, you can convert them to leads and close them into customers." To get to this point, of course, you must be able to write content that's engaging and persuasive enough to pull readers in and keep them hooked. In his new book, Cham- pion—HubSpot Academy's con- tent marketing professor—offers a wealth of information to help read- ers get started. Here, excerpted from the book, are 10 ways to write more effective content: 1. Start with an attention-grab- bing headline. This is one of the best ways to improve the perfor- mance of your content. Great head- lines are specific, make a promise and prompt the reader to read the piece now. You might try the how-to format ("How to Use Excel: 14 Excel Tips, Tricks and Shortcuts"), or the list format ("30 Call-to-Action Exam- ples You Can't Help But Click"), or the negative-angle format ("Why You Should Never Email a Proposal"). 2. Make sure the tone is relevant to your readers. Ask yourself if it should be serious, fun and person- able, uplifting, quirky, humorous or authoritative. Simple, a company re- inventing online banking, has a blog on finance and money. The writing is human, inspiring and warm, which perfectly aligns with its goal of tak- ing the frustration and difficulty out of dealing with a bank. 3. Educate the reader. Your blog posts, ebooks and white papers should be created with the purpose of teaching your audience to do something better or better under- stand a topic. This is why it's crucial 10 Secrets for Writing Content That Attracts and Engages B y now, you realize that the old method of marketing doesn't work. Buyers now hold all the power. Chasing them down and begging them to buy is a waste of time and money. They want to find you—and your main job is to be found. You need to switch from an outbound approach to an inbound one. That means sharing content—blog posts, white papers, newsletters, social media posts—and plenty of it.

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