Content marketing can be a great strategy for loan officers who want to grow their businesses. But not all content will deliver the same results. How can you best reach your target audience? How can you make your content engaging? How can you connect your content to your brand? What messages are you trying to send? These are all important questions for loan officers to ask to ensure that their content is as effective as possible. Let’s look at a few things for loan officers to keep in mind when creating their content:

Relevant

Get into the minds of your prospects and clients. Where are they at? What are their priorities? What are their concerns? Your content needs to feel relevant to your audience in order for it to be engaging. When you brainstorm topics or create your content calendar, it’s important to think from their perspectives.

Helpful

Thinking about potential borrowers’ questions and concerns is one of the best places to start. How can your content help ease some of those concerns and clarify some of those questions? Think about the things you most often walk through with your clients. Even a post breaking down the mortgage process could be useful for a potential borrower to read. Maybe you clarify some of the common industry jargon they’re likely to hear but may not be fully fluent in. Thinking about how you can help your audience sets you up as an expert and starts to build trust.

Digestible

You want your content to be easy to consume. Your potential clients likely aren’t looking to delve into a four-page paper about the mortgage industry. This is why shorter pieces tend to work best. Creating pieces with clear headings and sections or with bolded key-points throughout can make it easier for your audience to quickly consume the content. If it’s particularly interesting or relevant to their unique situation, they’ll likely read more in depth and even might reach out to continue the discussion.

Shareable

Content is also a means to expand your reach. Selecting a quality photo to go along with your blogs makes them look more polished. From there, think about how you share. If you publish your writing on your website, maybe you also share that link on your Facebook business page in a post that followers could share with their network or with specific contacts they know would appreciate the info. When you create valuable content, your audience will want to share it.

Do you use content in your marketing strategy? What kind of content do you create? If not, is it something you’d like to consider incorporating? I’d love to hear your thoughts on this!