Content marketing (part 2): Property and publishing

So, you’re familiar with the subject after our introduction to content marketing. Now we’re going to look at how the approach is affecting traditional advertising and how it’s being used to impressive effect in the property development industry.

Eprop, a local property website announced that, going into 2013, “content marketing will replace traditional advertising”. They go on to explain that “marketing’s new mantra of ‘brands must now acts as publishers’ has arrived in part because of social media and its potential to engage in meaningful conversations with their loyal fan base and potential clients alike.”

One example stands out above the rest: Chinese property development company, Soho, has become a desirable brand because of its chairman Pan Shiyi’s remarkable flair on his blog and social media. His online presence has translated into a community that has bought into Soho’s brand.

soho logo

“If you become a public figure, you communicate on your blog, you make some comments on the market, and you make yourself famous, people will not be just buying your units. They are buying your brand,” says Margaret Ng, the director of research at E-Commercial China in an interview about the property magnate. This rapport it noteworthy enough for Forbes magazine to have dedicated series of articles to it.

While Soho exemplifies the huge potential of content marketing, Eprop emphasises how economical online marketing is compared to traditional advertising and the risk you run in ignoring your online presence. They reckon that:
“[Y]our SEO efforts will be affected if you ‘opt out’ of being a producer. Google is now weighing current content, social proof and author scores in their results ranking. Simply put, you need to create and share content, while being of interest to lots of people to even be a player going forward.”

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