6 ways content marketing benefits brokers

Director of Hunter Galloway, Nathan Vecchio, started broking in 2015 and using the techniques from Jayden's Top Broker Handbook, is writing big numbers, leading to Vow Financial naming him Broker Partner of the Year Rising Star in 2016.

When push comes to shove, trying to stand out against the big brands can be tough. However utilising content marketing can be an awesome tool to put yourself ahead and show your clients the value of your services.

“My business is too small for content marketing, I’m just a one-person show?” You say?

Being a one-person show can actually benefit you so much more because you’re more personable and relatable. 

Here are six proven ways content marketing can benefit brokers and make us stand out against the big industry players.

1. Build brand awareness
As a broker YOU are your brand and spreading brand awareness can be the easiest form of new business. Publishing fresh and informative content to your website and social media both builds your audience and encourages engagement. Your clients will be more likely to spread the word about your business and build your database. You also have the chance to answer their questions and use that content for years to come.

A great example in action are Home Loan Experts, who are masters in this space. For example, Google “how to get a lower home loan rate” and their article negotiating home loan rates comes up.

Top Broker Tip: Stuck for ideas on what to write about? Try this – Every time a client asks you a question you haven’t heard before, write it down. Then, compile this list of questions into blogs. This is the easiest way to create content your clients want to know about!

2. It’s cheaper then traditional marketing
Who doesn’t love saving money? Content marketing can be a cost-effective way to market your brand compared to traditional lead generation methods. The best part is if you’re creating evergreen content, you’ll be able to use it for many years to come.

The power of a story and evergreen content can make a huge difference. Jayden Vecchio at Red & Co uses MeetEdgar but you could also use Hootsuit to publish content that stays relevant ongoing. 

Top Broker Tip: Put in the work to create your content (or pay someone to) then there’s literally no limit towards how many times you can reuse it for years to come.

3. It can increase sales and new business
Isn’t that the goal? Well yes. The more people that check out your website and read your tips means that they will eventually become customers. This is because you are building trust and helping with the decision making process. The best part about content marketing is that you can show your audience that you know what you’re talking about and prove to them why they should choose you as their broker.

Don’t get caught up in Facebook likes – likes don’t count for anything – it is about conversions and how many enquiries you ultimately get. Through Facebook you can target your specific audience and get in front of thousands of people for the cost of a cup of a coffee – when previously you would need to buy expensive billboards or airtime on the radio.

4. Boost Search Engine Optimisation
Your search engine optimisation (SEO) is what determines where you rank for a keyword in Google. Search engines love fresh, relevant content, so what better way then creating regular blog posts? By posting weekly, you will give Google the opportunity to index your site and create more ways to increase your visibility.

Google “medico loans” the top five results (including mine) are articles about loans for doctors. This is a great example of content marketing in action.

5. Establish that you are an industry leader
Whether you’re a team of one or team of 20, building high quality content isn’t biased towards the size of your business. Give high quality and in time, you will become a ‘go to broker’.

Offer to host information nights, or create your own networking groups using Meet Up, Event Brite or even Facebook. Stephanie Murray Mortgages hosted a First Home Buyers event, which is a great example of an effective, small event. Understand exactly the questions your clients (or friends) want answers to and deliver your information around that. Invite a small group of 15-20 people from your current client list who are highly engaged and use the event as an opportunity to share your knowledge with them. This is a great way to build strong relationships within your community.

Top Broker Tip: Consider the clients that do a lot of research before going ahead with contacting you, like first home buyers. They’re looking to be educated and obtain a clear understanding of what they’re in for, before they contact you. Through creating solid and helpful content for them, this puts you as their first point of contact when they’re ready to move forward.

6. Build relationships
Content and social media allows you to create two-way channels where your clients can interact with you – like blog comments and questions. This dialogue is something that traditional marketing methods can't achieve. Social media is an awesome way to interact with your community and to increase the share rate of your content.

Top Broker Tip: Get to know contacts in the local paper and media. For example Jayden was featured in the Courier Mail by getting to know a few contacts and constantly giving them value. A great example of how building strong relationships with those in other industries is so important.

Content marketing is one of the easiest ways as a broker to build your creditability, search engine optimisation, website traffic, and overall leads.

I’ve noticed a huge impact towards website traffic since I committed to posting regularly. However a lot of brokers I’ve spoken to tell me they don’t have the time or believe they have the creativity for it. Nowadays, you can easily hire a digital content specialist to keep your content up to date so that you’re getting the benefits out of it, but not having to sit down and write it out yourself. There are loads of ways to do it and in the end; content marketing is an extremely effective strategy to automate your lead generation.

PS: I’m going to be taking over here at Top Broker for a little bit while Jayden focuses on a few big and exciting projects we are looking forward to bring you in the next few weeks. A quick background, I started broking in 2015 and using the techniques Jayden has given in the Top Broker Handbook I have grown my business in a very short time to writing some big numbers, and was fortunate enough to be awarded Broker Partner of the Year Rising Star in 2016. 

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