When it comes to creating content for mortgage advisors, it’s fair to say that it isn’t the simplest task.
Coming up with great ideas for mortgage broker content, not to mention actually producing it, uploading it, and sharing it online can be time-consuming, challenging, and stressful, especially when you consider the fact that dealing with clients takes priority.
However, despite the downsides, it’s important for mortgage advisors to recognise that content marketing is, in the end, a valuable and rewarding exercise for their business. After all, the mortgage advisory market is a highly competitive one, and there’s scarcely an advisor out there who hasn’t asked “how do you attract mortgage customers in greater numbers?” or “how do I advertise myself as a mortgage agent more effectively?”
Getting content marketing right is the answer to both of those questions. So, here are the top seven things that you need to know about this vital field.
1. You Need a Great Title
Engaging your readers from the get-go is imperative. If they’re not caught up by your headline, they won’t read the article. That’s why a great title is so important. So, what does a great title look like? It should be:
- Summarising what the article contains
Essentially, the reader should be able to determine at first glance what they’ll learn from the article.
2. You Need Your Content to Answer Key Questions and Address Pain Points
Your target audience is looking for advice and information. As an authority in the mortgage advisory field, you can give them the answers and advice that they seek. Your content should showcase your expertise in the industry and educate your prospective clients. It should centre around the issues and topics that your customers want to find out more about.
3. It Must Address Your Target Audience
It may sound obvious, but your content needs to speak to the right audience. Too many mortgage advisors post blog posts on their websites that don’t really speak to the market that they’re addressing. Before you create a piece of content, think first about who the piece is aimed at.
- Is it for first-time buyers?
- People who are remortgaging?
- Buy-to-let landlords?
Make sure you know the aim of each article and target it directly at the appropriate readers.
4. Mix Up Your Content
A lot of mortgage advisors get stuck in a rut when it comes to creating content for their websites. However, producing more and more of the same thing is eventually going to bore your existing audience. You can avoid this problem by mixing up your content types. Not only can you write and publish different types of articles, for example:
- How-to guides
- Top tips
- industry news
You can also produce entirely different types of content, for example:
This helps you address different demographics and hold the interest of your audience.
5. Formatting and Structure Matter!
Yes, it’s important to create content, but that content needs to be easy to engage with. If your blog posts are hard to read, your audience will switch off. Luckily, it’s easy to get your formatting and structuring right.
- Make sure your font is legible with no obscure or tiny text.
- Use strong colours.
- Your content should be mobile responsive and contain images so that readers can remain visually engaged.
- Include sufficient sub-headings to break up text to make your articles more appealing.
6. Avoid Hard Selling Tactics
It can be tempting to use your content marketing strategy to hammer home the point that your audience should choose you as their ideal mortgage advisor, after all, your campaign is all about attracting new customers and driving up conversions.
But that approach is never a good idea and could even have a negative impact on the success of your strategy. Keep the content focused on addressing the topic and providing vital information to the reader, with just a short key message from your brand at the end.
You’ll find that a genuinely helpful and engaging article is far more likely to persuade the reader to absorb your brand message than a hard sell.
7. Make Your Content Evergreen
While there’s a place for up-to-date industry news in your content marketing strategy, it’s also important to create content that will never become outdated.
Evergreen content will continue to work for your brand in the long term, bringing in new clients far into the future giving you great value for money.
Topics such as How To Apply For Your First Mortgage, or How Much Can I Afford To Spend On Buying A Home will always remain relevant and will always attract readers.
With these seven key points in mind about content for mortgage advisors, you should be well-prepared to hone your content marketing strategy so that it can achieve maximum results and optimal success!
Get Expert Help
If you want to know more about how you can improve your mortgage advisor website in 2022 and generate new leads, Content For Mortgage Advisors can help!
Contact us today for personalised advice about how to improve your content marketing strategy or check out our content subscription package for mortgage advisors to learn more about how we can help your business thrive.