relaborate - pillar properties content marketing case study - december 2012
DESCRIPTION
This high level case study showcases how Pillar Properties is using Relaborate to help them and their agency produce more high quality marketing content, as part of their overall Social Marketing programs.TRANSCRIPT
Pillar Properties: A Relaborate Success Story
Seattle based Pillar Properties develops, owns and manages apartment residences that express the unique personality and vitality of Seattle's signature neighborhoods.
Why Content Marketing?
• Potentials resident begin their information gathering process using search engines and social referrals.
• Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible.
• But recent changes to these search engines make a blog more important.
Overview
• Pillar Properties currently owns and operates 190 apartment units and over 75,000 square feet of commercial space.
• Pillar Properties is involved with some of the most exciting development projects in the Seattle area; Stadium Place on the border of Pioneer Square and SoDo, and The Lyric on Capitol Hill are two examples of development projects in the portfolio.
• Pillar plans to expects to deliver 1,000+ apartment units over the next several years.
The Beginning
• In July, 2012 the Pillar Social Media channels were built. In the beginning, there was no digital buzz and no fans or following.
• Through a six month content marketing strategy, engagement is happening daily, Twitter followers continue to grow, and there have been leasing inquires across all properties.
CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
Why Does An Apartment Complex Need Social Media?
Online Marketing Lead Generation
• Often, leads start as inquiries while potential tenants are doing their research online.
• Today, apartment searching starts online.
Content Marketing
• The potential tenant begins their information gathering process using search engines and social referrals.
• Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible.
• But recent changes to these search engines make a blog more important.
CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
What Kind of Content Resonates & Adds Value To The Conversation?
Providing Community Information
Engaging Neighbors
Engaging Visual Content
From Facebook, Pillar found that customers enjoy engaging with the
brand digitally. This can be translated across other digital channels like
Pinterest and Twitter.
Provide City Tips & Tricks
The Result
Increased Engagement
Life With Relaborate• The agency would also use the research tools inside Relaborate to
find background information or identify influencers who had written about similar topics.
• Relaborate’s feature set would alert the Pillar team and ask them to provide answers to specific questions.
• Once the post was completed, Pillar could circulate the post for approval or additional comments from the Pillar senior team.
• The agency would finish up the edits, publish the post, and syndicate the link through social media channels like Facebook and Twitter.
CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateRelaborate is a web based content creation application with
Writing Guides Collaboration Tools Trending Topics.These make it easy for marketing managers to Get Content Started.
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CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
Who on Your Team Can Use RelaborateYour Content Managers, Social Media and Marketing Managers
Your Industry and Subject Matter Experts. Property Managers, Executives, even You
This presentation is available for download at www.relaborate.com/blog
Content Marketing, Simplified
Thanks!Email me: [email protected] at: www.relaborate.comFollow us on Twitter: @Relaborate