last Updated 27 May 2020

3 Reasons Why Content Marketing is Essential for Mortgage Brokers Who Want More Clients

As a mortgage broker, you might think that using content marketing to promote your business isn’t necessary in your profession. However, that simply isn’t the case.

In today's digital world, original content which is both consistent and interesting is key for maintaining and developing your client base. And it doesn’t matter what kind of business you’re in.

Content is an incredibly powerful tool, proven to increase customer engagement which results in more clients and business for you - and higher profit margins. This kind of marketing calls attention to your business in a way that suits both people and search engines, meaning it drives traffic and brings more business to you.

Simply having a website with your contact information and some basic details about your services really isn't enough these days: you need to be reaching the right customers and showing them why they should choose you.

The same choice of mortgages is available from tens of thousands of brokers. So, as a mortgage broker, you have to give customers a reason to want to use you instead of another company or adviser. And providing valuable content is one way to do this.  

Content Marketing Increases Engagement

Research has shown that consistent, interesting,  and useful content impacts an audience more than any other marketing technique. 

One great thing about content writing is that it gives people a way to engage and interact with you. Think about it. Do your potential clients currently have the capability to interact with you, other than by phoning or emailing you?

Regardless of the type of business you’re in, your present and future clients like to know that there's a human on the other end of the computer screen when they are considering doing business with you. It can provide them with a sense of security knowing that you’re writing to them about things they want to know about. Not to mention that audience engagement equals more views for you, which equals more business. So it’s definitely an area where you need to be investing some of your marketing budget.

Content Marketing Builds Brand Awareness

Building your brand is a time consuming and involved process. You need to get consumers on your side, and allow them discover what you’re selling but without forcing it down their throats.

Publishing interesting and valuable content (rather than spamming people with sales messages) will help you to do this. 

Content writing also allows you to show your expertise in your field. Writing useful content that’s full of great information shows your audience that you know what you’re talking about which helps to build their trust in you.

Content Marketing Helps SEO

Good content should appeal to search engines (to give you a boost in search results) but should always appeal to the human reader.

Many companies get this wrong, focusing too heavily on keywords and creating a clunky reading experience. Or they resort to keyword stuffing which is actually banned by Google and can result in your site getting penalised. Don’t just guess at this, if you’re not knowledgeable about SEO then consider use a leading SEO agency to guide you or create your content for you.

In Conclusion

These are just three of the many reasons why content marketing should be part of your mortgage marketing strategy. Before you rush off and start writing, though, it's important to have a plan of what content you're going to create and where you're going to publish it.

If you would like get some free advice on that, why not book a free 15 minute strategy call with me?

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

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