Learn the What & Why of creating and sourcing content for commercial real estate marketing

1. July 17, 2013
It’s All About
the Content

2. IT’S ALL ABOUT THE
CONTENT
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OVERVIEW

3. IT’S ALL ABOUT THE
CONTENT
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TYPES OF CONTENT
Examples
• Articles
• White papers
• Case studies
• Webinars
• Videos
• Infographics

4. IT’S ALL ABOUT THE
CONTENT
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MARKETING SHIFT

5. IT’S ALL ABOUT THE
CONTENT
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WHY CONTENT MATTERS
Push vs. Pull marketing
• Engaging
• Compelling
• Lead conversion

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CONTENT
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HUB & SPOKE
Source: GeekEstate

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CONTENT
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RULES OF ENGAGEMENT
Rule #1: Engage
• Evoke emotion
• Develop a
connection

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CONTENT
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RULES OF ENGAGEMENT
Rule #2: Be Relevant
• Trickier in B2B
• Storyteller: Craft narrative, support with
facts
• CRE examples: Geography, specialty

9. IT’S ALL ABOUT THE
CONTENT
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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?

10. IT’S ALL ABOUT THE
CONTENT
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CONTENT CREATION
Strategy & Plan
• Editorial calendar
• Enlist brokers &
other professionals

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CONTENT
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CONTENT CREATION: BLOGGING

12. IT’S ALL ABOUT THE
CONTENT
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CUSHMAN & WAKEFIELD BLOG
www.blog.cushwake.com

13. IT’S ALL ABOUT THE
CONTENT
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ALLIANCE BLOGGERS

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CONTENT
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ALLIANCE BLOGGERS

15. IT’S ALL ABOUT THE
CONTENT
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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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CONTENT
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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

17. IT’S ALL ABOUT THE
CONTENT
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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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CONTENT
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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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CONTENT
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BLOGGING RESOURCES
Free tools
http://academy.hubspot.com/blogging

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CONTENT
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DISCOVERY

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CONTENT
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Free Tools – desktop, mobile
• Flipboard
• Zite
• RSS: Flipboard, Zite, Feedly, Outlook
DISCOVERY

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CONTENT
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FLIPBOARD

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CONTENT
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FLIPBOARD

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CONTENT
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MORE ON CONTENT DISCOVERY
Sources
• Google Alerts
• Business journal
• Local paper
• RSS feeds

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CONTENT
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IDEA EXCHANGE

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CONTENT
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