Building A Content Marketing Pract ice:

An Experiment in New Media

Dave Roth

VP, Marketing

#AccuracyMatters

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• Generating the right content

• Formulating The Pitch

• Outreach

• Pickup

• Measuring success

Agenda

WHAT YOU’LL SEE AND HEAR

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THE GUYS

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T H E P R A C T I C E

Creating, Pitching, Testing and Measuring Celebrity Real Estate Content Marketing

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• 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

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• 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

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• 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

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• Best of Blogs email

• Content Syndication

• SEO-friendly blogs

• Social Outreach

• Buy relevant keywords

• Johnny Manziel

• Sean Payton

• Building Authority

INTEGRATED MARKETING

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• 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

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• Baseline organic traffic to subdomain

• Watch for spikes

• Quantify Lift

• User value model

• Measure ROI

• Get more resources!

MEASURING SUCCESS

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5,000

10,000

15,000

20,000

25,000

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• 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

dave.roth@move.com

@daverothsays