Relaborate - Pillar Properties Content Marketing Case Study - December 2012

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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.

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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

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