At Aduvo, we’re aware that in this day and age, every business relies on digital marketing, and digital marketing in itself relies on one key factor – consistency.
Even with the ever-changing algorithms of search engines and social media platforms, posting and creating content regularly continues to be the backbone of the digital marketing space.
Content marketing requires you to work hard, play hard, but if you have a limited budget or are short on hands, you already work hard enough as it is. So how can you make room to leverage your content marketing and keep your channels afloat? By working smarter, not harder.
We’ve written about content pillar ideas for mortgage loan officers to help you gather some concepts for your mortgage marketing strategy, but you don’t need to create content from scratch all the time. You can keep it fresh by reformatting high-quality content you already have.
Here are four different and relatively easy ways you can repurpose your content and make the most of your mortgage marketing.
1. Create reels and shorts from your long-form content
For the past several years, demand for short-form video content has been rapidly increasing. Aside from TikTok’s monumental growth, Instagram has placed a higher focus on Reels and YouTube testing out Shorts, all of which boil down to 30-second, fast-paced video content that portrays as much information as possible in as little time as possible.
The rise in short-form video doesn’t mean you should refrain from creating “regular” video content on YouTube and IGTV, writing blog posts, and hosting podcasts. But to get the best of both worlds, you can use short-form video as an opportunity to create a diluted version of your long-form content that’s more shareable and digestible for random social media passersby.
One recent viral trend (dubbed as “FinTok”) consisted of finance professionals creating educational TikTok videos to advise younger generations on how to make more informative financial decisions. This is not only a great way to establish yourself as a thought leader in the industry, but also to easily reach newer generations fresh to the housing market through platforms and mediums they frequent.
Did you host a podcast talking about the state of the housing market with a fellow real estate partner? Extract a 30-second highlight of a crucial insight you discussed, or perhaps even a funny moment that happened during the podcast, format it as a reel, and direct people to where they can find the full episode in the caption.
Maybe you’ve written a blog post about 5 things first-time buyers should be wary of before applying for a mortgage? Create a single video for each point and repurpose your content as a 5-part series for YouTube Shorts.
2. Transcribe videos, podcasts, and webinars
Videos may be a great way to gain brand awareness and engagement from users, but unless you have a solid conversion funnel with strong lead magnets at each step – newsletter, website, landing pages – you won’t really have much going for yourself to convert those leads and will simply be stuck being a mortgage influencer rather than a mortgage loan officer.
You still need to write blog posts and optimize your landing pages in order to gain keyword rankings on your site and establish search engine dominance. Additionally, you’ll want at least some proof of thought leadership on your site to build trust with your borrowers and convince them you know your niche. If you don’t know what to write about, repurpose content you already have in hand.
Videos, podcasts, and even recorded webinars can be transcribed, polished, and published as a blog post on your website, and subsequently interlinked with your YouTube series or podcast channel. If your organic rankings happen to grow faster than your number of subscribers, then this is also a way to get more visitors to those channels. Utilize technology where you can: use free transcription software to lessen your workload, then come back to smooth out the structure.
Once you have your blog published, you can share snippets in your upcoming newsletter. When it comes to conversions, it’s much more likely that a warm lead will reply to your newsletter in order to make a serious inquiry about using your mortgage services than dropping a YouTube comment about it.
Despite the fast-paced growth of popular social media apps and platforms, 4.1 billion people still use email, and this number is only expected to grow, so make sure your subscribers are always in the loop on all of your content.
3. Collect your content into an ebook
We know what you might be thinking – if video content is on the rise, then why would I spend my time writing a book?
Having an ebook is a way for small businesses to establish their credibility and gain trust from new customers. You can sell your ebook, make it available on your website for download, or use it as a lead magnet for newsletter subscribers.
Yes, it’s true, having an ebook will most likely not be the thing that drives users TO your site, but once users are on your website, ebooks help you push your prospects down the funnel.
The method to the madness is simple – if there’s a potential homebuyer coming to your website interested in either learning more about your services or the mortgage industry in general, they could either scroll endlessly through your website to find what they’re looking for, or just download a file that has it all in one place.
The good news is that you most likely already have content for several ebooks available in your repository and/or on different landing pages currently on your website, you just need to bundle it all together.
The first ebook you should consider making is a guide on the loan origination process for first-time homebuyers (as they are the most likely prospect group to need a little extra research and information). Repurpose content like your FAQ section, website copy describing your different service areas, or other guides and educational material you may have on hand.
The rest can be categorized content you’re sharing on your blog, like an ebook titled “Mortgage meets Real Estate” where you bundle together blogs from your podcasts with your real estate partners.
You don’t need to be constrained by the format of a digital book in the traditional sense, either. Do you share news about mortgage rates and statistics in the industry on a monthly or weekly basis? At the end of the year, compile it into an infographic PDF summarizing and visualizing your findings.
4. Reshare old, but still relevant content
Did you write a blog post in January regarding mortgage rate predictions for the rest of the year? You can share it a few months down the road on your social media handles, with the CTA of “let’s see how the industry is holding up in comparison to what we thought”.
Maybe you created a video on your YouTube channel responding to frequently asked questions you get from first-time homebuyers. You can include this in your email subscription drip campaigns, boost it on social media every 2-3 months, and use it for your chatbot in customer service queries.
Maybe you did an Instagram Q&A session on your stories and had some really great inquiries and responses. Save it as a highlight and make a post across the rest of your social channels directing your followers to go check it out!
There’s no need to restrain yourself from simply drawing more attention to some great content that worked well for you, especially if you have a growing audience that may have not stumbled across it yet. The biggest thing here is to make sure the content is still relevant in the present day. For example, an article regarding average home prices in 2015 is already old news by now – unless you add to the article to introduce updated information, of course.
Have you tried out any of our mortgage marketing ideas? Drop a link to your handles in the comments; we’d love to check them out!