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Unlocking Success: An Effective Content Marketing Strategy for Mortgage Brokers in the Digital Age

December 27, 20233 min read

 

In today's rapidly evolving digital marketing landscape, it's essential for mortgage brokers to have a well-thought-out content marketing strategy. It's the key to setting yourself apart from the competition and establishing your brand as a thought leader in the industry. So, if you've been wondering how to craft an effective content marketing strategy, you're in the right place. Let's dive into it!

 

Why You Need a Strategy

 

First and foremost, let's address the importance of having a strategy. Some might think they can wing it, posting content ad hoc whenever inspiration strikes. However, this approach is a recipe for failure. Without a clear plan, you're leaving your success up to chance, and that's a risky proposition.

 

I've been there myself, thinking I could just speak off the cuff, but it doesn't work that way. To succeed, you need a strategy—a roadmap that guides your efforts consistently and purposefully.

 

Choosing the Right Platforms

 

The first step in developing your content marketing strategy is selecting the platforms you'll focus on. For me, the UK market presents opportunities on Instagram and Facebook. While Instagram may not be your primary driver initially, it's closely tied to Facebook, and using both can be highly beneficial.

 

Remember that everything you do on Facebook will also apply to Instagram, making it a valuable tool for improving your results on both platforms.

 

Consistency Is Key

 

Now, let's talk about the rhythm of your content. To make a real impact, commit to uploading video content every weekday, Monday through Friday. But here's a crucial piece of advice: don't dilute your message.

 

Consistency isn't just about posting daily; it's about sticking to a specific topic. Avoid jumping between topics like protection, mortgages, and estate planning. Instead, focus on one key area that defines your brand. The goal is to make it easy for your audience to remember you for something specific.

 

For instance, if you primarily deal with mortgages, emphasize that in your content. You might worry about losing potential business by narrowing your focus, but remember, most mortgage brokers also offer protection. So, by focusing on mortgages, you're addressing the top of the funnel, which is where you want to be.

 

Answering Common Questions

 

To ensure you always have valuable content ready, identify the most frequently asked questions within your niche. This strategy is especially useful for podcasters like myself. My podcast thrives on answering questions, some of which come from AI-generated queries and direct messages from my audience.

 

Consider adopting a similar approach. Keep a running list of questions and use them to create content. This strategy not only streamlines your content creation process but also ensures you're providing what your audience wants to know.

 

Stay Ahead of the Game

 

Lastly, aim to stay ahead of your content schedule. It's essential to have a backlog of content, ideally two to three weeks' worth, ready to go. This buffer ensures that you can maintain your consistency, even if unexpected challenges arise.

 

In the mortgage industry, rates can change rapidly, and your schedule can get hectic. Having a cushion of 15 videos ready to deploy allows you to navigate these challenges smoothly.

 

Conclusion

 

So there you have it—an effective content marketing strategy for mortgage brokers in the digital age. Following this plan, which might seem a bit intense, will undoubtedly set you apart from your competitors. It's a straightforward yet powerful strategy that can help you grow your brand and increase your success.

 

Give it a shot and let me know how it works for you. If you have any questions or need guidance along the way, don't hesitate to reach out to me on Instagram at [@ashborland](https://www.instagram.com/ashborland/). I'm always here to help and engage with fellow mortgage professionals on their journey to success.

 

Remember, consistency and focus are the keys to making a significant impact in today's digital marketing landscape. Start building your personal brand and watch your mortgage advisory business thrive!

 

 

Mortgage BrokerContent Marketing StrategyDigital MarketingPersonal BrandingConsistency in ContentMortgage Industry Success

Ash Borland

Mortgage Marketing Coach

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