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OVERVIEW
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TYPES OF CONTENT
Examples
• Articles
• White papers
• Case studies
• Webinars
• Videos
• Infographics
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MARKETING SHIFT
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WHY CONTENT MATTERS
Push vs. Pull marketing
• Engaging
• Compelling
• Lead conversion
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HUB & SPOKE
Source: GeekEstate
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RULES OF ENGAGEMENT
Rule #1: Engage
• Evoke emotion
• Develop a
connection
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RULES OF ENGAGEMENT
Rule #2: Be Relevant
• Trickier in B2B
• Storyteller: Craft narrative, support with
facts
• CRE examples: Geography, specialty
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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?
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CONTENT CREATION
Strategy & Plan
• Editorial calendar
• Enlist brokers &
other professionals
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CONTENT CREATION: BLOGGING
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CUSHMAN & WAKEFIELD BLOG
www.blog.cushwake.com
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ALLIANCE BLOGGERS
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ALLIANCE BLOGGERS
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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
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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
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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
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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/
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BLOGGING RESOURCES
Free tools
http://academy.hubspot.com/blogging
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DISCOVERY
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Free Tools – desktop, mobile
• Flipboard
• Zite
• RSS: Flipboard, Zite, Feedly, Outlook
DISCOVERY
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FLIPBOARD
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FLIPBOARD
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MORE ON CONTENT DISCOVERY
Sources
• Google Alerts
• Business journal
• Local paper
• RSS feeds
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IDEA EXCHANGE
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Editor's Notes
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)