building a content marketing practice: an experiement in new media by dave roth
DESCRIPTION
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.comTRANSCRIPT
Building A Content Marketing Pract ice:
An Experiment in New Media
Dave Roth
VP, Marketing
#AccuracyMatters
2
• Generating the right content
• Formulating The Pitch
• Outreach
• Pickup
• Measuring success
Agenda
WHAT YOU’LL SEE AND HEAR
3
THE GUYS
4
T H E P R A C T I C E
Creating, Pitching, Testing and Measuring Celebrity Real Estate Content Marketing
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
• 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
• 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
• Best of Blogs email
• Content Syndication
• SEO-friendly blogs
• Social Outreach
• Buy relevant keywords
• Johnny Manziel
• Sean Payton
• Building Authority
INTEGRATED MARKETING
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
• 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
• 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
Thank YouDave Roth
VP Marketing
realtor.com
@daverothsays