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Content and inbound marketing in commercial property

Using commercial property news stories to drive traffic to your website The Internet has transformed the way in which 'news' is published, distributed and consumed. It has also had a dramatic, and negative, impact on the traditional media at a national, regional and local level. In the past, many local and regional newspapers would have whole sections of the publication dedicated to business news.

Inbound marketing, also referred to as 'content marketing', is a popular approach to maximising the use of a company's website in the generation of new business and is based on providing useful and engaging content that attracts visitors and then helps to build a relationship with them. The approach of using a website as a publishing platform with relevant content, taking advantage of Content Management Systems (CMS) technology commonly used for modern websites, is vastly different to the tactic of simply having an online version of a corporate brochure to promote a business. However, content and inbound marketing also take advantage of other technologies to attract and drive visitors to the website. The technologies in question include social media and blogging platforms such as LinkedIn, Twitter, Facebook, Instagram, Pinterest and YouTube, along with the more traditional methods of email and newsletter distribution. Content marketing also encompasses Search Engine Optimisation (SEO), with content that is aimed at harnessing the power of Google and its competitors. What is common among all these platforms and technologies is the ability to share content and to create links back to a website or specific web page. Central to the success of this strategy is a supply of content. While content can be repurposed depending on the platform or technology that is employed to distribute it, it is the regular supply of fresh, new content that is often a stumbling block. This is why news is so important and why businesses that have a supply of new stories that they can publish have a competitive advantage over others who do not. In markets such as commercial property, which is driven by the exchange of data regarding properties and property transactions, the publication of news should be embraced as part of any publicity or marketing strategy to grow a business. And yet, many commercial property businesses do not publish news stories. So why is that? Our experience tells us that, while there remains a reluctance by some to be transparent with transaction information, others do not have the resources, know-how or time to spend creating and distributing their news. They know it makes sense and they know it will benefit their business, but somehow the day job always gets in the way! Click to enlarge This is where Realiser can help. It provides a fast and cost[-effective solution to taking the basic information about a transaction and transforming it, rapidly, into a news release, which has been optimised for use online, that can be issued to the press or simply posted to a website and shared on social media platforms. Find out more about how Realiser works. Find out more