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July 17, 2013
It’s All About
the Content
IT’S ALL ABOUT THE
CONTENT
1Cushman & Wakefield | PICOR
OVERVIEW
IT’S ALL ABOUT THE
CONTENT
2Cushman & Wakefield | PICOR
TYPES OF CONTENT
Examples
• Articles
• White papers
• Case studies...
IT’S ALL ABOUT THE
CONTENT
3Cushman & Wakefield | PICOR
MARKETING SHIFT
IT’S ALL ABOUT THE
CONTENT
4Cushman & Wakefield | PICOR
WHY CONTENT MATTERS
Push vs. Pull marketing
• Engaging
• Compellin...
IT’S ALL ABOUT THE
CONTENT
5Cushman & Wakefield | PICOR
HUB & SPOKE
Source: GeekEstate
IT’S ALL ABOUT THE
CONTENT
6Cushman & Wakefield | PICOR
RULES OF ENGAGEMENT
Rule #1: Engage
• Evoke emotion
• Develop a
co...
IT’S ALL ABOUT THE
CONTENT
7Cushman & Wakefield | PICOR
RULES OF ENGAGEMENT
Rule #2: Be Relevant
• Trickier in B2B
• Story...
IT’S ALL ABOUT THE
CONTENT
8Cushman & Wakefield | PICOR
IN THE BEGINNING
Strategy & Plan
• What do we want
to achieve?
• W...
IT’S ALL ABOUT THE
CONTENT
9Cushman & Wakefield | PICOR
CONTENT CREATION
Strategy & Plan
• Editorial calendar
• Enlist bro...
IT’S ALL ABOUT THE
CONTENT
10Cushman & Wakefield | PICOR
CONTENT CREATION: BLOGGING
IT’S ALL ABOUT THE
CONTENT
11Cushman & Wakefield | PICOR
CUSHMAN & WAKEFIELD BLOG
www.blog.cushwake.com
IT’S ALL ABOUT THE
CONTENT
12Cushman & Wakefield | PICOR
ALLIANCE BLOGGERS
IT’S ALL ABOUT THE
CONTENT
13Cushman & Wakefield | PICOR
ALLIANCE BLOGGERS
IT’S ALL ABOUT THE
CONTENT
14Cushman & Wakefield | PICOR
BLOGGING: DON’T
Never
• Write about your greatness (Who cares?
WI...
IT’S ALL ABOUT THE
CONTENT
15Cushman & Wakefield | PICOR
BLOGGING: DO
Always
• Ask who is my target audience? How can
I br...
IT’S ALL ABOUT THE
CONTENT
16Cushman & Wakefield | PICOR
SOURCES OF CRE BLOG CONTENT
• Posts/articles from others
• Market...
IT’S ALL ABOUT THE
CONTENT
17Cushman & Wakefield | PICOR
BLOGGING RESOURCES
Best Practices
• The Tenant Advisor
www.coydav...
IT’S ALL ABOUT THE
CONTENT
18Cushman & Wakefield | PICOR
BLOGGING RESOURCES
Free tools
http://academy.hubspot.com/blogging
IT’S ALL ABOUT THE
CONTENT
19Cushman & Wakefield | PICOR
DISCOVERY
IT’S ALL ABOUT THE
CONTENT
20Cushman & Wakefield | PICOR
Free Tools – desktop, mobile
• Flipboard
• Zite
• RSS: Flipboard,...
IT’S ALL ABOUT THE
CONTENT
21Cushman & Wakefield | PICOR
FLIPBOARD
IT’S ALL ABOUT THE
CONTENT
22Cushman & Wakefield | PICOR
FLIPBOARD
IT’S ALL ABOUT THE
CONTENT
23Cushman & Wakefield | PICOR
MORE ON CONTENT DISCOVERY
Sources
• Google Alerts
• Business jour...
IT’S ALL ABOUT THE
CONTENT
24Cushman & Wakefield | PICOR
IDEA EXCHANGE
IT’S ALL ABOUT THE
CONTENT
25Cushman & Wakefield | PICOR
www.picor.com
http://blog.picor.com
@PICORcres
@BarbiReuter
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It's All About the Content

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Learn the What & Why of creating and sourcing content for commercial real estate marketing

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  • Content Marketing Defined: any marketing format involving creation and sharing or publishing of media to acquire customersContent is King or Queen…
  • Content creation – blogs and moreSourcing content – tools to find or curate content
  • Shift from bullhorn to magnet: Website & key social pages draw in prospects for conversion to clientsMore barriers to push marketing now; turns prospects off
  • Why is quality content important?Distinguish company (as thought leader)Boost SEOIncrease interactionStrengthen brand awareness & loyaltyAll of which: IMPACT SALES
  • Website as magnetic hub – draws in through relevant, engaging contentOptimization/SEO value – Blog posts become fresh material for search engines to crawl and rank (1,200 pages on PICOR.com)
  • Come in knowing your niche and differentiatorsKeep posts focused on helping prospects, not selling your services
  • Samples – most recent activity
  • HubSpot would add: Be consistent and frequent
  • Besides original work, where can you source content for your blog?Posts from others: C&W material, industry posts. Zoliath as example of masterful rewritingMarketBeats – get SEO value and include CTAsAnnouncements (with care not to sell or overly ‘toot’)Recruit guest writers from friends of the firm – love the publicity/synergy
  • Flipboard/Zite – both ipad/ios/androidFeedly – more than 3M Google Reader users have switched – can migrate (Google Reader ends 7/1)
  • Transcript of "It's All About the Content"

    1. 1. July 17, 2013 It’s All About the Content
    2. 2. IT’S ALL ABOUT THE CONTENT 1Cushman & Wakefield | PICOR OVERVIEW
    3. 3. IT’S ALL ABOUT THE CONTENT 2Cushman & Wakefield | PICOR TYPES OF CONTENT Examples • Articles • White papers • Case studies • Webinars • Videos • Infographics
    4. 4. IT’S ALL ABOUT THE CONTENT 3Cushman & Wakefield | PICOR MARKETING SHIFT
    5. 5. IT’S ALL ABOUT THE CONTENT 4Cushman & Wakefield | PICOR WHY CONTENT MATTERS Push vs. Pull marketing • Engaging • Compelling • Lead conversion
    6. 6. IT’S ALL ABOUT THE CONTENT 5Cushman & Wakefield | PICOR HUB & SPOKE Source: GeekEstate
    7. 7. IT’S ALL ABOUT THE CONTENT 6Cushman & Wakefield | PICOR RULES OF ENGAGEMENT Rule #1: Engage • Evoke emotion • Develop a connection
    8. 8. IT’S ALL ABOUT THE CONTENT 7Cushman & Wakefield | PICOR RULES OF ENGAGEMENT Rule #2: Be Relevant • Trickier in B2B • Storyteller: Craft narrative, support with facts • CRE examples: Geography, specialty
    9. 9. IT’S ALL ABOUT THE CONTENT 8Cushman & Wakefield | PICOR IN THE BEGINNING Strategy & Plan • What do we want to achieve? • Who is our target market/audience? • What brings value to them?
    10. 10. IT’S ALL ABOUT THE CONTENT 9Cushman & Wakefield | PICOR CONTENT CREATION Strategy & Plan • Editorial calendar • Enlist brokers & other professionals
    11. 11. IT’S ALL ABOUT THE CONTENT 10Cushman & Wakefield | PICOR CONTENT CREATION: BLOGGING
    12. 12. IT’S ALL ABOUT THE CONTENT 11Cushman & Wakefield | PICOR CUSHMAN & WAKEFIELD BLOG www.blog.cushwake.com
    13. 13. IT’S ALL ABOUT THE CONTENT 12Cushman & Wakefield | PICOR ALLIANCE BLOGGERS
    14. 14. IT’S ALL ABOUT THE CONTENT 13Cushman & Wakefield | PICOR ALLIANCE BLOGGERS
    15. 15. IT’S ALL ABOUT THE CONTENT 14Cushman & Wakefield | PICOR 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
    16. 16. IT’S ALL ABOUT THE CONTENT 15Cushman & Wakefield | PICOR 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
    17. 17. IT’S ALL ABOUT THE CONTENT 16Cushman & Wakefield | PICOR 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
    18. 18. IT’S ALL ABOUT THE CONTENT 17Cushman & Wakefield | PICOR 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/
    19. 19. IT’S ALL ABOUT THE CONTENT 18Cushman & Wakefield | PICOR BLOGGING RESOURCES Free tools http://academy.hubspot.com/blogging
    20. 20. IT’S ALL ABOUT THE CONTENT 19Cushman & Wakefield | PICOR DISCOVERY
    21. 21. IT’S ALL ABOUT THE CONTENT 20Cushman & Wakefield | PICOR Free Tools – desktop, mobile • Flipboard • Zite • RSS: Flipboard, Zite, Feedly, Outlook DISCOVERY
    22. 22. IT’S ALL ABOUT THE CONTENT 21Cushman & Wakefield | PICOR FLIPBOARD
    23. 23. IT’S ALL ABOUT THE CONTENT 22Cushman & Wakefield | PICOR FLIPBOARD
    24. 24. IT’S ALL ABOUT THE CONTENT 23Cushman & Wakefield | PICOR MORE ON CONTENT DISCOVERY Sources • Google Alerts • Business journal • Local paper • RSS feeds
    25. 25. IT’S ALL ABOUT THE CONTENT 24Cushman & Wakefield | PICOR IDEA EXCHANGE
    26. 26. IT’S ALL ABOUT THE CONTENT 25Cushman & Wakefield | PICOR www.picor.com http://blog.picor.com @PICORcres @BarbiReuter FIND US
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