A Not Very Good Content Strategy
The definite wrong approach to social media and professional online branding is to run rss feeds into your website featuring topics that are irrelevant to your business. I see this all the time, particularly on real estate websites.
I’m not saying having feeds is bad. It’s not. You can do that. It is a great way to add intrigue. However, your site has to have substances and relevance to begin with.
For example, I just visited a real estate agent’s website because I wanted to see the new million dollar listing they acquired. The first thing that I was greeted with was an article about “facebook.com’s stock price.” Don’t get me wrong, I completely understand what they are doing. They are trying to stay ‘current.’ And it is current. The article is about the one-year later of the Facebook IPO. I’m not saying that I’m not interested in reading it either. I actually was. But the message is really clear to me that you don’t really take your business seriously because you are not willing to provide me with content of your own.
I dug further, notwithstanding the fact that the content had nothing to do with their business, their industry or my interest in visiting the site. I I dug further primarily because this is what I do for a living, coupled with the fact that I love to see what others do to market themselves. And what I found was more chaos that screams: not competent.
Don’t Hijack a News Story
It doesn’t take a web developer to see the flaws in this sort of marketing. They are hijacking a current event and robotically feeding it into their website… as if to say to the visitor… “Look! We are on top of things!!!”… It seems to me that anyone in the market for a million dollar property will see the holes in this type of content marketing strategy also. It also says that you are papering over something because you don’t have the content.
Content Development is Hard
To this I say: I understand. Developing content is hard.There are no shortcuts. It takes commitment, planning, focus and strategy. Often, it takes teamwork. It’s better to be transparent, as opposed to adjusting your immediate presence by delivering content that (for the moment) happens to be a current event. Or attempting to stay relevant because you don’t have adequate content on your site.
Real is Better than Thinly Veiled
If I were in the market for a million dollar home, I would rather buy from someone who transparently gave me the details of their business rather than attempting to be something they were not. Even if the details provided were thin. Better than thinly veiled.