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The Power of Storytelling
(or How to “COPE” with Content)
Stephanie Reid-Simons
Director, Content Marketing
Zillow
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This talk is about stories. Here’s mine.
ZillowNewspapers
Amazon

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So many stories being told in so many places …
It’s a recipe for content #FOMO

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Our story, today
Your communities.
Your story.
Learn to COPE with FOMO
(fear of missing out)
ROI = long game

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Your community is ...

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Your community should also be this!

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Everyone is a potential fan
… and renter or referral … if you make them
FEEL something

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Tell a story your audience wants to hear
Help and answer,
inspire and create,
discover and share,
evoke emotion.
Know your communities
and understand what will
resonate with your
potential residents.
Apply the “80-20 Rule.”

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Learn to #COPE
Create Once
Publish Everywhere
(COPE)
One piece of good content Multiple pieces of great content

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Where will you tell your story?
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+1

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A blog is a commitment
You don’t want to be
a media company
You want to
showcase your
excellence
…and be top of mind
in the industry, or
with residents and
potential residents

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Sometimes it’s better just to be a blogger
Zillow Advice
Real estate Q&A
Quora
Q&A from experts,
celebrities and
“regular folks”
And don’t forget
community
newspapers …

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A Zillow COPE story: #HOMEis
A great concept can support multiple channels.
(And it can be a simple concept. What’s more simple than
inviting people to talk about what home means to them?)

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COPE in action
Twitter
Landing Page
InstagramFacebook
User Generated Content

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Example: Go Pro
Instagram
Twitter
Facebook

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Example: Nordstrom
Corporate Facebook Local Facebook

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ROI is a long game

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Key takeaways
Emotion drives action.
And you can drive emotion!
Facing content challenges?
COPE-ing can help.
ROI is a long game.
Follow me on social:
@betterlater