Growing Your Business with Great Content

If you want your business to succeed, you must find a niche and become the best at it. But what happens after that? How do you get the word out? How do you find leads and attract new customers?

To help answer those questions, Ilyce Glink hosted a webinar with the Real Estate Educators Association (REEA) on how to use online content, SEO and public relations to reach your market and build your business.

Leveraging Content

One way to help your business succeed is to build an online community. Get people coming to your website to learn and share. The key to making that happen is great content. Great content is deep, helpful, and relevant.

“Problem is, content is getting commoditized; it’s being stamped out a million times and people are reading the same story over and over,” says small business owner and content innovator Ilyce Glink.

Most content today is rewritten and regurgitated from the source. The trick is to come up with original topics. You can find an original subject by typing a broad subject into Google and looking carefully at the results: You can see what is out there now and get ideas for new topics.

Be sure to stay focused. Instead of writing about general issues relating to real estate, for example, write about recent changes to mortgage regulations. It narrows down a broad topic and makes it is more valuable to visitors.

It’s also very important to get the tone right because it describes who you are and what you are as a business, Glink says. Your tone should match your corporate mission and can be determined by these questions:

  • What are your corporate values?
  • What describes your company’s personality?
  • Who are your customers?
  • What do your customers sound like?


Adding SEO

Search engine optimization (SEO)  sounds complicated but it’s not. By incorporating SEO basics into your posts, customers will be able to find your content when it’s relevant to their search terms. If you don’t integrate SEO techniques into your content, it’s harder to find and you won’t get the exposure you could. It all ties together, Glink says.

SEO Basics

  • Make sure your blog title summarizes the post.
  • Have the first paragraph introduce the topic.
  • Use keywords in the title and the post.

Intermediate Steps

  • Use niche keywords phrases with low competition. You don’t want a keyword that has hundreds of million Google results. Real estate, for example, is pointless to use because it’s too vague. Narrow down your keyword and stick with your niche.
  • Keywords should make up about 3 to 4 percent of your post. Use your keywords throughout your post. By doing so, you will make the post more favorable to Google.
  • Optimize your images by using keywords in the title and the alt tag.
  • Hyperlink phrases that contain your keywords. It’s helpful to use past posts from your blog that have the same keywords so it’s all relevant and ties together.
  • Search your selected keywords and see how you rank. But be sure to logout of Google to avoid your own personalized search results.

You should also pay attention to how many ads are on the Google page of your keyword choice. The fewer ads, the better chances you have of climbing to the top of the search rankings. By finding your niche, you could be the leader in your market, Glink says.

Promoting with Social Media

Social Media provides a unique opportunity to talk to and hear from your customers and other stakeholders in your market. There is an ever-growing number of networks and platforms to connect with customers, from Twitter to Facebook, so it’s important to choose the right one for your business. For example, Pinterest isn’t for everyone, but The Home Depot has had great success on this platform by appealing to the Do It Yourself crowd. Real estate agents have had great interaction on niche platforms such as Vine and Active Rain.


Ultimately, if you’re being social about your business, you’re promoting your business and increasing your visibility. Be sure to interact with your clients on platforms they are using already.

Only 1 in 8 companies have an updated blog and only about 1 in 5 companies use social media. So give yourself and your business the advantage over the competition, and provide great content, tune it for SEO, and be part of the larger conversation through social media.

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