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What Makes Content Marketing Effective?

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As most loan officers know, traditional advertising alone isn’t likely to be enough to grow a thriving business. Today’s consumers want something more. This is why content marketing has become such an important tool. Simply writing a blog post every now and then doesn’t necessarily constitute great content marketing. Like any tool, you need to know how to use it properly to get the best results. Let’s take a look at some of the most important areas for loan officers to consider when it comes to maximizing their content marketing efforts:


Effective content marketing needs to be geared toward your audience. To do this, loan officers need to be willing to research their target demographics and to tune into the most common questions, concerns, and challenges of their clients. You want your content to resonate with your audience. This means speaking to the things that matter to them. When you invest in learning about the demographics you want to attract, you gain the insight needed to create content that will catch their attention.


People need to see your content in order for it to be successful. While a blog on your website is a great place to start, that alone doesn’t make your content highly accessible. Loan officers need to pay attention to keywords and phrases that will help their SEO. When you do so, potential clients searching for information online are more likely to see your article or video in their search results. It’s also important to share your content across multiple platforms. Facebook is a powerful tool for spreading content, and it’s an easy way for your audience to find and consume the content you’re sharing. Staying consistent is also important and helps you to stay on peoples’ radar.


In order to build a following and truly catch the attention of potential clients, your articles need to be of use to your audience. They need to answer a question, provide a solution, or share information. Your audience needs to see the content you produce as being valuable to them. This makes them much more likely to follow your page, share your posts, and get in touch when they’re ready to begin the loan process. It also helps you to establish yourself as an expert in the field. This gives potential clients an added boost of confidence when choosing to work with you.


Though we often use blog articles as an example of content marketing, they’re just one of many vehicles you can use to deliver information to your audience. It’s wise for loan officers to use multiple types of content to reach their audience. You might film a quick video on something specific, share an infographic, post a photo of satisfied clients, or publish an article. Some people prefer to take a glance at an infographic while others would rather dive into an article. When you use a variety of different types of content, you’re able to better reach all the people in your target audience.


Content marketing is a great tool when you know how to use it. When you invest in your content marketing efforts, you can maximize their results. Do you have any other tips for successful content marketing? I’d love to hear your thoughts.