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Learn the What & Why of creating and sourcing content for commercial real estate marketing
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July 17, 2013
It’s All About
the Content
IT’S ALL ABOUT THE CONTENT
2Cushman & Wakefield | PICOR
OVERVIEW
Why
What
Creating
Sourcing
IT’S ALL ABOUT THE CONTENT
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TYPES OF CONTENT
Examples
• Articles
• White papers
• Case studies
• Webinars
• Videos
• Infographics
IT’S ALL ABOUT THE CONTENT
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MARKETING SHIFT
IT’S ALL ABOUT THE CONTENT
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WHY CONTENT MATTERS
Push vs. Pull marketing
• Engaging
• Compelling
• Lead conversion
IT’S ALL ABOUT THE CONTENT
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HUB & SPOKE
Source: GeekEstate
IT’S ALL ABOUT THE CONTENT
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RULES OF ENGAGEMENT
Rule #1: Engage
• Evoke emotion
• Develop a connection
IT’S ALL ABOUT THE CONTENT
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RULES OF ENGAGEMENT
Rule #2: Be Relevant
• Trickier in B2B
• Storyteller: Craft narrative, support with facts
• CRE examples: Geography, specialty
IT’S ALL ABOUT THE CONTENT
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IN THE BEGINNING
Strategy & Plan
• What do we want to achieve?
• Who is our target market/audience?
• What brings value to them?
IT’S ALL ABOUT THE CONTENT
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CONTENT CREATION
Strategy & Plan
• Editorial calendar
• Enlist brokers & other professionals
IT’S ALL ABOUT THE CONTENT
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CONTENT CREATION: BLOGGING
IT’S ALL ABOUT THE CONTENT
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CUSHMAN & WAKEFIELD BLOG
www.blog.cushwake.com
IT’S ALL ABOUT THE CONTENT
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ALLIANCE BLOGGERS
IT’S ALL ABOUT THE CONTENT
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ALLIANCE BLOGGERS
IT’S ALL ABOUT THE CONTENT
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BLOGGING: DON’T
Never
• Write about your greatness (Who cares? WIIFM in the opener)
• Over-keyword
• Reuse content without attribution
• Write a post for its own sake
Source: Castelazo Marketing
IT’S ALL ABOUT THE CONTENT
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BLOGGING: DO
Always
• Ask who is my target audience? How can I bring them value
• Yes, you’re writing for humans, but optimize for SEO
• Include links (engage/connect)
• Maximize mileage – social media; insightful comments
Source: Castelazo Marketing
IT’S ALL ABOUT THE CONTENT
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SOURCES OF CRE BLOG CONTENT
• Posts/articles from others
• MarketBeats & other research
• Hiring/awards/announcements
• Guest posts
• Chamber of Commerce
• University/economists
• Reis, Inc.
• Professionals: lenders, appraisers, tax appeals
IT’S ALL ABOUT THE CONTENT
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BLOGGING RESOURCES
Best Practices
• The Tenant Advisor www.coydavidson.com
• CREoutsider www.creoutsider.com
• NAR Commercial www.blog.commercialsource.com
• Zoliath www.zoliath.com/commercial-real-estate-blog/
IT’S ALL ABOUT THE CONTENT
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BLOGGING RESOURCES
Free tools
http://academy.hubspot.com/blogging
IT’S ALL ABOUT THE CONTENT
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DISCOVERY
CONTENT CURATION
Gathering
Organizing
Presenting
IT’S ALL ABOUT THE CONTENT
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Free Tools – desktop, mobile
• Zite
• RSS: Flipboard, Zite, Feedly, Outlook
DISCOVERY
IT’S ALL ABOUT THE CONTENT
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IT’S ALL ABOUT THE CONTENT
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IT’S ALL ABOUT THE CONTENT
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MORE ON CONTENT DISCOVERY
Sources
• Google Alerts
• Business journal
• Local paper
• RSS feeds
IT’S ALL ABOUT THE CONTENT
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IDEA EXCHANGE
IT’S ALL ABOUT THE CONTENT
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