In seemingly every industry you can imagine, content marketing has become an absolute necessity and commercial real estate financing is no exception. By expanding their digital footprint and finding new ways to communicate with prospective partners, real estate sponsors can expand their opportunities and move closer to building the networks they need.
No longer is the real estate crowdfunding debate centered upon whether content marketing is needed. Instead, the discourse has shifted to discussing which strategies are most effective. Without carefully planning the type of content you are hoping to create, identifying the defining characteristics of your target audience, and finding the ideal platforms for placing your content, your digital marketing efforts will not be nearly as effective.
Fortunately, there are a few universal characteristics that all good blogs (and other types of digital content) will have. By making an active effort to incorporate these characteristics into everything your firm creates, you’ll be much more likely to run a successful campaign and obtain the results you’ve been hoping for.
Here are the three most important things to keep in mind when you are writing a blog post with the ultimate goal of crowdfunding your deals.
Provide Value to Your Reader
While thinking about things such as Google rankings can, without a doubt, be extremely beneficial for digital marketers, it is important to not lose sight of why you began writing in the first place: providing value to your prospects.
In many cases, providing value means making it easy for your prospect to understand the basics. For example, defining important industry terms, explaining what certain trends mean, and helping to make it easy for a novice investor to “dive in” to the industry can help you begin a truly valuable content campaign. Essentially, it remains up to you—as an authority—to assume that your audience is either unknowing or skeptical, directly address these concerns, and provide a clear path forward.
Of course, valuable content can also be found in deeper, longer formats, as well. As time goes on, you will have an opportunity to take an initially simple piece of content (a short article defining a basic term) and produce supplementary pieces that help your prospects learn more. Regardless, having a value-driven perspective will make it much easier to get oriented and to build a relationship with prospects so that they become predisposed to transacting with you before you even ask.
Watch as the author, Adam Gower, discusses the power of writing articles for real estate crowdfunding with Hunter Thompson of Asym Capital.
Authentic and Consistent Messaging
Authenticity is exceptionally important in the digital world, especially in industries—like real estate—where you are often hoping to raise large amounts of money. Authenticity, ultimately, is what will convince your rightfully skeptical audience to trust you and eventually take action.
To develop an authentic and consistent digital persona, you will need to begin by defining who you are (and be honest with yourself when doing so). It is easy for readers to identify phony content or find material that is self-contradicting. Having a clear mission, rather than simply talking, will make it much easier for your content to withstand the scrutiny that is ubiquitous online.
Identify the key components of your brand, your key messaging points, your value proposition, and attempt to illustrate a tangible persona. Do you want to be seen as an expert? An industry insider? A reliable, trustworthy sponsor? Whatever you end up choosing, you will need to adjust your diction and content structure accordingly.
Fear Not the Trolls
As it is often said, perfection is the enemy of the good, and nowhere can this be more clearly seen than the world of digital marketing. Content creators will often work vigorously to ensure that everyone, no matter who they might be, will enjoy the content they are creating. However, there is a universal truth that simply cannot be overcome: not everyone—especially online—is going to like you.
Rather than catering your content to the proverbial troll, your content needs to be catered to those you have identified as your ideal investor—your investor avatar. Accept that some people will not enjoy what you are producing, they won’t like you, and they will always have something negative to say about what you’re doing. Accepting this can indeed be disheartening, but once you’ve been able to do so, you might actually feel quite liberated. Instead of feeling trapped and cornered by individuals you are unlikely to ever work with anyway, you will discover you have earned the freedom to speak to prospective partners directly.
The Bottom Line
Of course, you should always welcome legitimate criticism (and perhaps make adjustments, as needed), but accepting who you are is the surest way to begin moving in a productive direction. In fact, as suggested, this combination of self-awareness, value-orientation, and consistency has proven to be measurably beneficial throughout the digital world. And it will certainly help you bond with your prospective investors, making it easier for you to close when the time comes for you to pitch your deals.
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