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Why you need to turn your property or finance business into a media company

You may not realise it, but you run a media company. Yes, your business may be in real estate or mortgage broking, but you also publish content – or at least you should.

It’s important to understand this because it can radically change how successful your business becomes.

Think about the most successful businesses in your industry. There’s a good chance they’re doing lots of content marketing. That may include:

Publishing content on their company blog
Publishing regularly on social media
Acquiring media coverage
Appearing on podcasts
Speaking at events

If your business isn’t doing the same, you’re likely to fall behind the competition and miss out on sales.

Why is content marketing important for your business?

Perception is reality. The more visibility brands have, the more clients trust the brand.

When clients see you publish content regularly, they assume you’re an expert in your industry. When they see your business receiving media coverage, they deduce that you’re an industry authority, especially if you appear in premier media outlets.

If clients think you’re a leading business, you’ll have an edge over your competitors.

Now we’re not talking about creating a false perception, as that will do more harm than good. We’re talking about sharing your knowledge and passion for your industry, which will build trust and a positive public image.

Five ways to turn your business into a media company

Even though content marketing isn’t your primary business, there are ways to turn your business into a media company. If you don’t have the time or internal resources, you can outsource to a professional content marketing agency that specialises in property and finance, like Hunter & Scribe.

Here are five ways to incorporate content marketing into your company.

1. Publish content regularly

Create a content schedule and commit to publishing content regularly. Your content mix can include:

Blog articles. Try to publish one blog a week. They don’t have to be overly long; just make sure the content is relevant to your audience and contains the right keywords.
Social media. Use your social media channels to publish the latest data, news or industry tips.
Ebooks or white papers. Well-researched ebooks and white papers can position your business as an industry authority.
Videos. Videos and short reels are easily consumed by audiences and have higher share rates than written content.
Company newsletters. They’re an excellent way to provide key company facts in an easily digestible way.

2. Publish on social media

Identify where your clients hang out on social media and publish relevant and topical content on those platforms.

Try to publish at least once a day. To save time, you can create a week’s worth of social media posts in advance and schedule them on apps like Buffer or Hootsuite.

You can also use live feeds, like Facebook Live, when you’re hosting or attending events to create some buzz.

Once you’ve published content, don’t forget to check back daily to reply to any comments and queries.

3. Chase free media coverage

There are four ways to get free media coverage:

Send PR pitches. Each month, send a media release to at least one media outlet. Choose newsworthy topics that are relevant to the publication’s target market.

Guest publish on leading blogs in the industry. Most blog owners will allow at least one link back to your website. The more backlinks you receive, the more it boosts your website’s domain authority (DA); and the higher your DA, the higher you will rank in search engine results.

Appear on popular podcasts. Contact at least one podcast related to your industry to inquire about appearing on the show as a guest. Do your research so you can pitch the podcast host a topic idea that is relevant to their audience.

Reach out to influencers. Influencers need a reason to work with you. If you’re not going to pay them to promote your business, then you need to offer something else of value. Perhaps a joint partnership or cross-promotional campaign with your established company will attract publicity and boost their reputation.

4. Start your own podcast

Australians have developed an appetite for podcasts. According to The Infinite Dial 2022, 40% of Australians over 18 listen to podcasts every month, up from 37% in 2021. That’s a market you can tap into.

Growing a podcast audience takes time, but should you succeed, you’ll have gained a loyal following who are open to engaging with your business.

Here’s the trick – start a podcast that has little or nothing to do with your business. Instead, create a podcast about your local area or that covers a topic that’s one step removed from what you sell. Then have your company sponsor the podcast.

Suppose your business services clients in Byron Bay. Your podcast could discuss Byron Bay issues and interview personalities, business owners, thought leaders and innovators in the area. Or, if you run a mortgage brokerage, you could cover the local economy and property market.

As your podcast gains traction, your business will benefit by association.

5. Speak at events

Try to get speaking engagements at events related to your business. When you appear on stage at an event, people assume you must be an industry expert, or you wouldn’t have been invited to speak.

If the event is recorded, get a copy of the audio or video or hire a videographer to record your speech so you can publish it on your website and promote it on your social media channels. That way, people who were not at the event can also view it, expanding your reach.

Need help creating content to promote your business? Hunter & Scribe specialises in writing content for property and finance professionals, like mortgage brokers, buyer’s agents, real estate agents, lenders, accountants, financial advisors and credit repair agencies. Contact us for more information.

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