As a luxury real estate marketing professional it is important to understand what effective content marketing means.   Google’s new algorithm, Hummingbird, is trying to assess the meaning contained in its users’ search queries and match that meaning to the most authoritative content on the web.  That is why "original" and not "tire-d" content marketing is here to stay.

It is more important now than ever to understand the mindset of your target market.  Knowing what their most pressing needs, their lifestyle and their values are should be the guiding principles for the content you publish expressly for them.  It is true that content is king as long as it is “original” (not what everyone knows or writes about)  that rates today.  This content is geared to the audience you are targeting in your luxury real estate practice.

When you write a localism post it is important to give it a point of view rather than just stating the facts, which can be easily found elsewhere.  Your point of view is what makes it “original”, it is old and tire-d"

Here is an example:  In 1900, Michelin the tire maker published a book for travelers.  It included maps, their recommendations for accommodations, auto service, and restaurants.  These were given away free.  Today, the Michelin has evolved into a prestigious guidebook to the world’s travel locations sold worldwide.  A mere mention in their restaurant guidebook can assure a restaurant a continuous flow of business. 

Does your content marketing really meet  the needs of your target market?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 


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