0
Content Marketing, Simplified   Andy Boyer | Co-Founder | andy@relaborate.com | @aboyer | @relaborate
Pillar Properties: A Relaborate Success StorySeattle based Pillar Properties develops, owns and managesapartment residence...
Why Content Marketing?• Potentials resident begin their information  gathering process using search engines and social  re...
Overview• Pillar Properties currently owns and operates 190 apartment units  and over 75,000 square feet of commercial spa...
The Beginning• In July, 2012 the Pillar Social Media  channels were built. In the  beginning, there was no digital buzz  a...
CONTENT MARKETING, SIMPLIFIED      @aboyer | @relaborate                         Why Does An Apartment                    ...
Online Marketing Lead Generation• Often, leads start as inquiries while potential  tenants are doing their research online...
Content Marketing• The potential tenant begins their information  gathering process using search engines and social  refer...
CONTENT MARKETING, SIMPLIFIED    @aboyer | @relaborate              What Kind of Content Resonates &               Adds Va...
Providing Community Information
Engaging Neighbors
Engaging Visual Content                     From Facebook, Pillar found that                   customers enjoy engaging wi...
Provide City Tips & Tricks
The Result
Increased Engagement
Life With Relaborate• The agency would also use the research tools inside Relaborate to  find background information or id...
Relaborate is a MARKETING, SIMPLIFIED creation application with        CONTENT web based content                 @aboyer |...
CONTENT MARKETING, SIMPLIFIED   @aboyer | @relaborateWho on Your Team Can Use RelaborateYour Content Managers, SocialMedia...
Content Marketing, Simplified                                          Thanks!                                          Em...
Relaborate - Pillar Properties Content Marketing Case Study - December 2012
Upcoming SlideShare
Loading in...5
×

Relaborate - Pillar Properties Content Marketing Case Study - December 2012

425

Published on

This high level case study showcases how Pillar Properties is using Relaborate to help them and their agency produce more high quality marketing content, as part of their overall Social Marketing programs.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
425
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Relaborate - Pillar Properties Content Marketing Case Study - December 2012"

  1. 1. Content Marketing, Simplified Andy Boyer | Co-Founder | andy@relaborate.com | @aboyer | @relaborate
  2. 2. Pillar Properties: A Relaborate Success StorySeattle based Pillar Properties develops, owns and managesapartment residences that express the unique personality andvitality of Seattles signature neighborhoods.
  3. 3. Why Content Marketing?• Potentials resident begin their information gathering process using search engines and social referrals.• Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible.• But recent changes to these search engines make a blog more important.
  4. 4. Overview• Pillar Properties currently owns and operates 190 apartment units and over 75,000 square feet of commercial space.• Pillar Properties is involved with some of the most exciting development projects in the Seattle area; Stadium Place on the border of Pioneer Square and SoDo, and The Lyric on Capitol Hill are two examples of development projects in the portfolio.• Pillar plans to expects to deliver 1,000+ apartment units over the next several years.
  5. 5. The Beginning• In July, 2012 the Pillar Social Media channels were built. In the beginning, there was no digital buzz and no fans or following.• Through a six month content marketing strategy, engagement is happening daily, Twitter followers continue to grow, and there have been leasing inquires across all properties.
  6. 6. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Why Does An Apartment Complex Need Social Media?
  7. 7. Online Marketing Lead Generation• Often, leads start as inquiries while potential tenants are doing their research online.• Today, apartment searching starts online.
  8. 8. Content Marketing• The potential tenant begins their information gathering process using search engines and social referrals.• Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible.• But recent changes to these search engines make a blog more important.
  9. 9. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate What Kind of Content Resonates & Adds Value To The Conversation?
  10. 10. Providing Community Information
  11. 11. Engaging Neighbors
  12. 12. Engaging Visual Content From Facebook, Pillar found that customers enjoy engaging with the brand digitally. This can be translated across other digital channels like Pinterest and Twitter.
  13. 13. Provide City Tips & Tricks
  14. 14. The Result
  15. 15. Increased Engagement
  16. 16. Life With Relaborate• The agency would also use the research tools inside Relaborate to find background information or identify influencers who had written about similar topics.• Relaborate’s feature set would alert the Pillar team and ask them to provide answers to specific questions.• Once the post was completed, Pillar could circulate the post for approval or additional comments from the Pillar senior team.• The agency would finish up the edits, publish the post, and syndicate the link through social media channels like Facebook and Twitter.
  17. 17. Relaborate is a MARKETING, SIMPLIFIED creation application with CONTENT web based content @aboyer | @relaborate1 Writing Guides 2 Collaboration Tools 3 Trending Topics.These make it easy for marketing managers to Get Content Started. 1 2 3
  18. 18. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateWho on Your Team Can Use RelaborateYour Content Managers, SocialMedia and Marketing ManagersYour Industry and Subject MatterExperts. PropertyManagers, Executives, even You
  19. 19. Content Marketing, Simplified Thanks! Email me: Andy@Relaborate.com Signup at: www.relaborate.com Follow us on Twitter: @RelaborateThis presentation is available for download at www.relaborate.com/blog
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×