The simple answer to “what is a content goldmine” is as follows: A content goldmine is a digital representation of you.
Okay, maybe that’s a bit too simple; let’s dive into this strange concept a little further.
The Concept of a Content Goldmine
When I think about a digital representation of me, it conjures up the idea of scanning my brain and taking all my knowledge and putting it into another format that can be accessed, interrogated, and output in a way that gives answers to anything I want to know.
Sounds a bit sci-fi, right?
But, that is exactly what creating a content goldmine is.
So, where can you get your brain scanned and get all your years of experience downloaded into your new digital marketing, property lead generating, online genius version of you?
Sadly, despite the buzz around A.I. and all that’s been achieved in understanding how our brains work, we’re not quite there yet.
However, this game-changing marketing tool is available to you today. It just takes a little more planning and a bit of effort for it to materialise.
Digging for Nuggets: Why Content Matters in Property Lead Generation
Although it may seem that the business of property buying, selling, and investing has fully embraced the work of digital and online marketing, it only seems that way.
In reality, very few people in the property business have genuinely embraced technology.
Yes, most businesses have a website, use a CRM, and use online advertising, but for the most part, that just jumps onto the bandwagon that somebody else has provided.
What Makes You Different?
In my humble opinion, to truly put your stamp onto your digital footprint, you have to add more than just your name and title to a digital business card (AKA website) to stand out from the hundreds of thousands of other “property experts” who have done precisely the same thing.
How Quality Content Attracts Quality Leads
The best way to embrace technology and utilise the online world for your benefit and that of your prospects and clients is to create high-quality expert content.
Instead of only leveraging the tools others have created to make your life online simple, get creative and help your perfect prospects by creating your own digital avatar that can help them anytime, day or night.
How?
A content goldmine, very simply:
- answers people’s questions
- solves their problems
- takes them on a journey
- simplifies the processes related to property
The Compound Effect: One Piece of Stellar Content, Endless Opportunities
As you build your content goldmine, you’ll be making a database of your expertise, values, and experiences that can take your perfect prospects on a journey that will take them from being a cold contact to a hot lead who knows, likes, and trusts that you’re the right person for them to contact when they are ready.
All it takes is one expertly written piece of content or a video that conveys your expertise to resonate with a prospect to take them from not caring about your latest greatest offer to hanging on your every word with the expectation of you solving the next big issue they’ll face.
The longer and more frequently you’re adding to your content goldmine, the more opportunities you’ll have to be discovered by your perfect prospects and convert them into your next five-star review.
Striking Gold: Components of a Content Goldmine
As you might have worked out by now, the core of your content goldmine will be expertly written content published on your website. Video is also an essential aspect of your content goldmine.
When you combine expertly created content with embedded video on your website, you’ll have a potent combination that allows your prospects to consume your expertise in their preferred way.
The Shimmering Surface: SEO-Focused Techniques
When I start talking about blogging, yes, you will essentially be creating a blog; many think they’ve given that a go, and it didn’t work for them.
They may have even paid an SEO (Search Engine Optimisation) agency to get them onto page 1 of Google, which was also a waste of money.
From looking at hundreds of property-related websites, I can tell you that most haven’t got the first clue about creating valuable expert content.
One of the great things about creating a content goldmine is that when you do it correctly, many of the SEO requirements are baked in.
The Valuable Veins: Evergreen Content
Another great benefit of knowing how to create a content goldmine is that much of your content will be evergreen. This means you make it once, and it’s still delivering value for your perfect prospects 2, 3, or even 5 years from now.
The Alchemy of Content: Transforming Basic Content into Gold
One of the main things that property professionals get wrong is not making their content personal. The art of Storytelling and weaving narratives that resonate throughout your content goldmine is essential to building trust and rapport.
While this may not be something you’re familiar with when writing your next hit post, it’s straightforward to learn. After all, you can tell your stories to friends, relatives, prospects, and clients face to face. These are precisely the same stories; it just takes a little more thought to structure them in a way that comes across well on the page.
Being Unique: Customising Content for Different Property Niches
Standing out from the crowd is one of the hardest things for property professionals to do. Fortunately, now that you know that a content goldmine is a digital representation of you and that you’re an exciting and unique person who also happens to be a property expert, you can see that being unique is another built-in benefit you’ll enjoy as you expand your digital footprint.
Whatever area of property you specialise in, customising your content to target your perfect prospects and clients will automatically differentiate you from the masses.
The Treasure Map: How to Plan Your Content Strategy
Getting your content goldmine started might seem daunting, but you already have everything you need to get started.
Simply answer questions, solve problems, and regularly guide your clients to successful outcomes.
Oh! Wait. Do you already do that?
Start your content goldmine in the same way.
You can outline your first few dozen posts by listing:
- The questions you get asked regularly
- The problems you solve on every transaction
- The questions people should ask but don’t
With just this list, you’ll have months’ worth of content ready to be created.
But is it as simple as just writing a few hundred words to answer each question?
No, everyone would have done it if it was that easy. But since this post is about helping you understand what a content goldmine is rather than detailing every step of creating one, I feel we can agree that there is much more to it than making a list and writing a few hundred words between where you are now, and being the best known, most trusted property expert in your area based on the content you’ve yet to create.
Eureka Moments: How to Know You’ve Struck Gold
As you may now be starting to appreciate, there are many aspects to a content goldmine that will take time and effort to realise.
For example, how will you know if your content is getting more clients for your business?
You’ll need to understand your numbers to know this, which means tracking metrics that matter. Engagement, conversions, and sales are all important, but they are top-level when tracking online activities. You’ll need to track more granular activities to know where your leads, conversions and sales are coming from. Don’t worry; an in-depth post will be coming on that very soon.
Testimonials and Reviews: The Word of Mouth in the Digital Era
As your content goldmine grows and increases your stature in the property community for your area, you’ll also have to start managing another aspect of your brand: social proof.
Building trust and rapport starts with your content goldmine, but it will end with delivering expert service and, hopefully, a lot of 5-star reviews and testimonials.
You’d be mad to leave this to chance, so managing your reviews is also something you should take an interest in. If you don’t, opportunities to learn, improve, and avoid the dreaded 1-star review will pass you by.
This is all part and parcel of your content goldmine. Content, social media, reviews, testimonials, and case studies will seamlessly weave and combine into the web (pun intended) of your online digital footprint, which will become significant over time.
From Golden Nuggets to a Fortune: How to Sustain and Scale Your Content Goldmine
Once you’ve written an expert piece of content, created an accompanying video, and added the few SEO flourishes required to make your expertise eligible to rank on Google, you’ll want to tell the world, and your perfect prospects about it. You’ll get an instant engagement boost by keeping your content up to date and repurposing it across social networks, email lists, and many other advertising outlets.
With every update, you can promote your content as if it were just written for the first time. Since much of your content will be evergreen, you can repeatedly recycle your social media and email campaigns.
Until you have answered every question, solved every problem, and guided your perfect prospects around every conceivable hurdle, your content goldmine will continue to grow.
From unknown to unmissable: How long?
This may take a while and will depend on a few factors. For example, if you only manage property rentals, you could cover all the related questions, problems, and hurdles in 12 to 18 months.
If you have rental, sales, and investment sections of your business, how many people you can get on board with the content creation process will determine the time it takes. If you want to create the content yourself, 3 or 4 years might go by before completing your goldmine.
Other factors will include the style of content you produce, the amount of promotion you engage in for each piece of content and the frequency at which you publish.
I think it doesn’t matter how long it takes to finish your content goldmine. What matters more is that you’re consistently adding to the knowledge and value your prospects and clients have access to, all while building an automated pipeline of leads for your business.
Cashing In: How Your Content Goldmine Translates to Instructions and Inquiries
Setting aside the prestige of being published and having your values and experiences enshrined in a fully indexed and searchable medium, you obviously want to get something else from your efforts.
More sales would be a good start. Am I right?
So, how do you go from publishing your services and the experience you’ve gained to generating more leads, prospects and sales?
As with any marketing system, several moving parts contribute to the end result. And yes, you read that correctly. A content goldmine is a full-blown marketing system for your business.
The Booking Bonanza: Direct Correlation Between Quality Content and Increased Bookings
For your content to generate leads, it needs a way to capture your prospect’s details. It only takes a name and email address to start the journey from possible lead to a raving fan.
Of course, this will require something of even more value than the expert content your lead, now almost a prospect, has just eagerly consumed. That means you’ll need lead magnets or content upgrades, as I like to call them.
When you create enough content that solves enough problems for your prospects, in their minds, you’ll go from being just another agent to the expert who knows how to help them. Building trust and rapport through your content is where the magic will happen.
It won’t happen instantly. I may take several points of contact with your content for a prospect to feel comfortable giving up their details. But this is where the game changes.
Question Time: How Your Content Can Pre-emptively Answer Client Queries
The more pieces of expert content you create that are perceived to be valuable to a prospect, the more chances you have of them signing up for one of your content upgrades.
Once you have that, you can send out more highly valuable content and consistently remind them how they found you, and what the next steps are, all while highlighting many other issues they might face with offers of more solutions.
From Curious Clickers to Committed Clients: The Content Funnel
Your content goldmine is the foundation of a content funnel and is essential for anyone who wants to sell a high-value service.
If you’re unfamiliar with marketing funnels, they are simply a way to take the lead through a nurturing process into being a client and offer more and more value at higher and higher price points.
For most property experts, you are going from £0 to £1,000’s in cost or commission with nothing in between. This is why a content funnel is so valuable.
It is your way of demonstrating the value of you, your brand and your services without people feeling like they’re taking a huge step or risking it all on an unknown. Your content will educate, inform and build trust over time with your prospects until they are ready to move forward.
By this time, you will be an obvious first point of contact and, most likely, the agent they want to work with. As your content goldmine grows, this will bring another set of problems you’ll need to overcome.
Too many leads, people who aren’t in your area, people wanting services you don’t provide, amongst others. However, since you’re not quite there yet, let’s leave that for another day.
Ready to start building your Content Goldmine?
At first glance, it might seem like a massive undertaking to build out a content goldmine. Well, you’d be right; there is a lot to get done and much which I haven’t even touched on in this short guide to what a content goldmine actually is.
Not so long ago, I would have been offering you the opportunity to get on a call to see what it would look like to be a part of my Property Leads Accelerator (PLA) coaching program. Now, I can give you another option instead of spending thousands of pounds to get started.
My new book, Automated Property Leads Forever, is a complete guide to building a content goldmine. I turned my PLA coaching program into a book that you can get for as little as £6.95.
I have broken down every step of building your content goldmine into simple steps you can follow. I’ve broken it down so far: the Table of Contents alone is over 10 pages. This will make it easy to find any step you want to look up weeks or months from now just by flicking through the book’s first few pages.
So, if you want to build a content goldmine but don’t want to spend thousands on a coaching program only to find out it’s too much for you to take on, now you know you don’t need to.
Everything you need to know is in the book. This isn’t one of the books that tells you what you need to know and why you need it in your life. I give you the how-to for every step, and if there is anything I’ve missed, there are various ways to contact me in the back of the book so that you can ask any questions you might have.
Hopefully, that covers everything. To get your copy of my book now, click Buy Now.
