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by Sarah Barnett
We do business with those we know, like and trust, and content marketing – done well – is an incredibly effective way to make this happen, at scale.
First, what is content marketing? Simply, it’s any piece of information you share (a blog article, social media post, YouTube video, newsletter) that stimulates interest in your services. You could be adding value by sharing educational content, inspiration, or entertainment. What you won’t be doing is putting the hard sell on.
Think of content marketing as the tasteful, dependable cousin of the brash and impatient Facebook ad.
So, what does it take for people to trust you to handle one of the biggest financial decisions they’ll ever make?
Part of it is making sure you frequently show up with a clear and consistent message. Content marketing helps build trust in these ways:
- It allows you to give value without asking for something in return
- It provides countless opportunities to showcase your expertise and experience
- It gives you a chance to connect with your audience, human to human
A quick note on compliance
When you talk about home loan concepts in your content marketing, make sure you don’t inadvertently recommend one option over another. There’s also no need to talk about specific products or solutions. Instead, let your audience know they can contact you to find out how the various scenarios would play out in their unique situation.
50 ideas for that next video, social media post or blog article
- The impact of a low cash rate
- What the best interest duty means for your clients
- How brokers get paid
- The rise of the FIRE movement
- Using a buyer’s advocate
- Sold sticker photo of happy clients
- A reminder to budget for conveyancing fees
- The difference between offset and redraw
- Top three claims the ATO are looking out for
- Pros and cons of using a guarantor
- Why the loan structure is so important
- How to avoid lifestyle inflation
- Client success story
- Caution on cashbacks
- Ways to support small business
- First Home Buyer grants available
- How long it takes to get approved
- Benefits of pre-approval
- Introduce your team members
- Not all pre-approvals are created equal
- Tips to maintain a healthy credit score
- Good debt vs bad debt
- Share a Google review
- Promote a referral partner
- Define Lenders Mortgage Insurance
- Explain LMI waivers
- Impact of extra repayments
- Ways to boost savings
- Define equity and ways to use it
- What the banks think of spending habits
- Shout out to your favourite local cafe
- Inspirational quote that showcases your ethos
- Celebrate your business anniversary
- Questions to ask before refinancing
- Asking for a better deal from your lender
- When to start the home loan process
- Property of the week in your area
- Ethical lending
- Why it’s not all about the interest rate
- Reminder to cancel unused subscriptions
- Freeing up equity to renovate
- Clearing credit defaults for home loan approval
- How the banks calculate borrowing capacity
- Reasons the bank might say ‘no’
- Borrowing tips for self-employed
- Australian housing market update
- Benefits of a home loan health check
- How many hours you save your clients
- Define Capital Gains Tax
- Discuss rentvesting
Regularly posting content is a great way to stay top-of-mind with your clients, prospects and referral partners – so that you become the first person they think of when it comes time to engage a trusted finance professional.
And remember, the best – most convincing – content will sound like you, on your best day!
Sarah Barnett (pictured) is the head of content and co-founder of Social Broker – an award-winning CX agency that helps finance and legal professionals connect with their ideal clients online. Social Broker’s monthly social media and website subscriptions allow busy small business owners to stand out in a crowded market.
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