The presentation presents how content can help you make difference in the industry. The highlights are what is content marketing, importance of competition awareness, vision and roadmap, which eventually translates in short and long term goals. At the end, I have highlighted few actionable recommendations to gain from content-strategy.

1. Content Marketing Strategy
By:
Ruchika
Arya
Product
Manager,
PropTiger
and
makaan.com

2. Content
Marketing?
1

3. Content + Marketing
= Growth
connect early with diverse group of
buyers
empower readers with latest news,
best practices and sharing tips of
experienced users community
Connect with Many
1.
continue a conversation with a
prospect
Provide useful information and keeping
your brand in your prospects’ minds
Better chance of lead conversion
Lead Nurturing
2.
Once stabilised, platform can produce
cheaper and relevant leads for the
team.
Using different tools and context, target
users to stick and return for more.
Monetisation
3.
Content marketing is a strategic - marketing technique of
creating and distributing relevant and valuable content to
attract, acquire and engage a clearly defined and understood
target audience – with the objective of driving profitable
customer action.
3

4. Know
Competition
2

5. Competition landscape in real-estate
“Competition is always a good thing. It forces us to do our best. A monopoly renders people complacent and satisfied with mediocrity.”- Nancy Pearcey
Competitions Frequency Social Content
Quality UI Other
Highlights
Housing
housing.com/Blog
Less:
1/2
per
day
Active Image
heavy
posts
Data
analysis
Articles
Clean,
simple 5
categories
only
Magicbricks
Property
Pulse
High Minimal City
wise,
Expert
Section Ok
-­‐
Lot
of
content 7
categories
Well
managed
Forum
99acres
99acres.com/articles/
Medium:
3/4
posts
per
day
None User
pictures,
Posts
Rating,
Prop-­‐Punditz,
City
wise
content
Ok
-­‐
Grids
style Confusing
Structure
Zillow
Porchlight
Less
:
2/3
per
day
Active Multiple
formats
Alliance
partners’
posts
Bold
fonts,
Bright 6
categories
Trulia
trulia.com/blog/
Less:
2/3
per
day
Minimal Image
heavy,
Green,
grid,
lot
of
pictures
6
categories,
Only
Blog
with
positioning
line
IREF
indianrealestateforum.com
High None UGC clean Forum
but
well
moderated
Medium
http://medium.com/
High Active Long
posts,
UGC,
large
following
Clean
UI,
focused One
of
the
best
in
the
blogging
field

6. Define
Vision
3

7. 7
ipsum
‘‘
In the growing economy,
to be the popular user
choice to consume real-
estate content.
Using power of content,
make a comprehensive
repository of expertise
which empower diverse
user segment of markets.
‘‘

8. Draw
Roadmap
4

9. Why Roadmap?
“If you don’t know where you are going, you will probably end up someplace else.” - Laurence J. Peter
Prevents Premature PivotingP Provides Direction, yardstick to
gauge where we are and what’s next
Measure SuccessS Features introduced confirm if it a step
to achieve the preset goal or not
Sharing Product Vision PGives internal and external
audiences a product vision for the
future and set expectation
Strategic Framework FHelps a product manager to take
decisions effectively and rationally
keeping the vision in mind

10. Short term
Goals
5

11. Stabilise &
Improve
Based on user activity across platforms,
identify the areas of improvement and
prioritise.
Enhance the usability of the product and
make consumption of content easy.
Create simplicity by not giving less
choices and creating less confusion/
frustration.
Analyse Behaviour
1.
Discover new areas of growth in terms of
traffic. Social traffic would be used as
booster for creating awareness.
Goal is to attract new customers on
board to experience MakaanIQ platform
and create the trust for the brand.
New Users - Growth
2.
Sharpen the Content sword and produce
constant supply of posts.
Identifying the best pieces and domain
authority, re-work the pieces to make
them more relevant in current scenario.
Measuring content quality.
Enhance Quality
3.
Short term goal is to stabilise the product and focus on
usability enhancement. Over next few months, attain stable
engagement metrics and monthly user growth.

12. Long Term
Focus
6

13. Community
Building
With fine tuning of the platform, in long
term target major share of returning user
by maintaining a growing rate of
acquiring new users.
Drive customer conversion in terms of
subscription rate.
Returning vs New
1.
To increase the visibility in Search
engines.
Social accelerator would be used to
pump more traffic with growing inlet of
organic traffic.
Organic growth
2.
To enhance the home buyer experience,
relevant content would be shared across
different Makaan touch-points.
Alliances and Curation would used to
offer user the best of world.
Seamless Integration
3.
With the main focus on community reading and rage of social
media, platform would be steered to be a popular destination for
consuming real estate content.
The content strategy is to publish majorly discoverable, quickly
consumable and easily shareable content.
13

14. User Generated Content
“Ok, If you do it, I will do it!”
Why?
Amplifies Brand
UGC creates a two-way dialogue and allows brands to directly
engage in real conversation with customers on social
Generates Trust
Social media is the next word-of-mouth. Consumers are 92%
more likely to trust recommendations by people they know
over other forms of advertising (Nielson).
Increases Conversion
Businesses that use customer content on their marketing
channels see higher conversion, click-through rates to product
pages, and average order values.
Supplies Content
UGC is a limitless pool of content that resonates with potential
customers and keeps your marketing campaigns fresh.
How?
Incentivise your customers
Customers love rewards & are more likely to post high quality
content when they have the chance to win a prize—no matter how
small.
Use in Display Ads
Place your highest performing user content in display ads to avoid
ad fatigue, keep your retargeting campaigns fresh and better
CTRs.
Social Media Promotion
Post UGC aggressively on Social Media. Social media influencers
create a peer-to-peer megaphone of online brand endorsement.
Leverage your best ones (key influencers) to reach not only their
audience, but their audience’s network as well.
Experiences worth remembering are experiences worth sharing!

15. Suggestions
8

16. Ideas in the
3
ipsum
ipsum
18
Queue
Visually Appealing
Aesthetics
More content to be made in
easily scannable and usable
format - videos, slideshare
Engaging Emails
Communication
A platform to execute customised
exciting email campaigns. Email
marketing is one of the effective
tool to engage users.
Simplified Data Reports
Analytics
Converting and creating articles
around the complex Data reports.
Knitting it across multiple touch-
points for discovery.
Targeted Themes
Focus
Targeting a selected themes in
an year and run dedicated
campaign around to create buzz.
Contextual
Feed
Better
engagement,
relevant
content
based
on
user
interest
and
location.

17. Do not miss out on these tips!
Content
marketing is
more of Intent
marketing
3
image
Create a mobile
content marketing
strategy — it’s
essential now.
1
image
Ensure social media
is a key component
alongside your SEO
strategy.
2
image
Don’t forget
about content
distribution.
4
image
The visual is the
new headline
5
Content Marketing in not so
“exciting” industries
0
Focus
on
building
the
best
digital
experience
-­‐
First
Impression!
1
Build
a
“solve
the
problem”
section
-­‐
Faqs,
knowledge
base
to
be
used
2
Track
your
Marketing
ROI
and
fine
tune
content
strategy
Great
Content
isn’t
really
great
until
it
gets
Found,
Consumed
and
Shared.

18. Thank you