Building A Content Marketing Practice: An Experiement In New Media By Dave Roth

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SMX Advanced 2014 Session #SMX #22C - Executing A Flawless Content Marketing Strategy - Building A Content Marketing Practice: An Experiement In New Media By David Roth @DavidRothSays Of Realtor.Com

For more content marketing news and articles by Dave Roth visit http://marketingland.com

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Building A Content Marketing Practice: An Experiement In New Media By Dave Roth

  1. 1. Building A Content Marketing Practice: An Experiment in New Media Dave Roth VP, Marketing #AccuracyMatters
  2. 2. 2 • Generating the right content • Formulating The Pitch • Outreach • Pickup • Measuring success Agenda WHAT YOU’LL SEE AND HEAR
  3. 3. 3 THE GUYS
  4. 4. 4 TH E PR AC TIC E Creating, Pitching, Testing and Measuring Celebrity Real Estate Content Marketing
  5. 5. 5 • Look through new listings • Cross-reference public records with celebrity database • Identify Candidate Listings • Cross-reference with Influencer network • Pick 1-3 stories to take out • Start writing… THE METHODOLOGY
  6. 6. 6 • Built over time - TRUST • Bloggers started to notice • Follow copycat posts • Cultivate new relationships - outreach • Local News Sites • National personalities (Darren Rovell) • Magazines (Dime) THE NETWORK
  7. 7. 7 • Write copy for social networks • Make photos social-ready • Pictures and Video for Instagram • Collages and Pinmaps for Pinterest • Slideshows (instagram) • Google + (add attribution/authority) • Hashtags SOCIAL TACTICS
  8. 8. 8 • Best of Blogs email • Content Syndication • SEO-friendly blogs • Social Outreach • Buy relevant keywords • Johnny Manziel • Sean Payton • Building Authority INTEGRATED MARKETING
  9. 9. 9 • HoopsHype approached us • Dedicated NBA real estate property • Co-branded realtor.com • Links to articles on our site • SEO goodness • Referral traffic • VICTORY! • [results not typical] WINNING
  10. 10. 10 • Baseline organic traffic to subdomain • Watch for spikes • Quantify Lift • User value model • Measure ROI • Get more resources! MEASURING SUCCESS 0 5,000 10,000 15,000 20,000 25,000
  11. 11. 11 • Character of Content Drives Marketing Strategy • The Return of the One-Man Show • Authority is King! • Authenticity is Key Content Marketing is really an exercise in new media SUMMARY
  12. 12. Thank You Dave Roth VP Marketing realtor.com dave.roth@move.com @daverothsays

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