Creating and distributing “high impact” content can drive a 200% increase in leads while costing considerably less than standard outbound marketing, according to a new study released by 365 Connect.
The Content Marketing – Inbound Digital – Engaging Next Generation Renters report focuses on the rental housing industry, but the comprehensive whitepaper also offers general insights for modern marketing managers aiming to use multi-platform methods for lead generation and engagement.
365 Connect honed in on a number of data points covering user behaviour, search engine usage and distribution channels and found that “consistent” content strategies are ideal for reaching and engaging with both existing and new clients and customers.
In the housing sector specifically, the report noted that content marketing can be used to establish and maintain relevance across the “entire lifecycle”, with “hyper-local” articles, web copy and social media posts best for fostering online authority, boosting SEO and establishing a robust digital brand image.
Those able to distribute valuable and relevant content on a regular basis are able to retain the interest of a “clearly defined audience” as high-impact materials lead to a substantial increase in customer engagement while requiring 60% fewer resources to manage effectively compared to other marketing options.
“Digital marketing is no longer a one-way street because the importance of engagement and interaction is at an all-time high,” 365 Connect’s CEO Kerry W. Kirby said.
He added: “With relevant content published on a consistent basis, marketers will improve customer relationships, brand engagement, and website rankings, in addition to lowering marketing costs.”