Content Marketing StrategyBy:    Ruchika  Arya  Product  Manager,  PropTiger  and  makaan.com

Content Marketing?

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Content + Marketing = Growth

connect early with diverse group of buyersempower readers with latest news, best practices and sharing tips of experienced users community

Connect with Many

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continue a conversation with a prospectProvide useful information and keeping your brand in your prospects’ mindsBetter chance of lead conversion

Lead Nurturing

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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

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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.

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KnowCompetition

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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

DefineVision

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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.

‘‘

Draw Roadmap

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Why Roadmap?“If you don’t know where you are going, you will probably end up someplace else.” - Laurence J. Peter

Prevents Premature Pivoting PProvides Direction, yardstick to

gauge where we are and what’s next

Measure SuccessSFeatures 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

Short term Goals

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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

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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

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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

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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.

Long TermFocus

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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

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To increase the visibility in Search engines.

Social accelerator would be used to pump more traffic with growing inlet of organic traffic.

Organic growth

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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

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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.

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User Generated Content“Ok, If you do it, I will do it!”

 Why?

Amplifies BrandUGC creates a two-way dialogue and allows brands to directly engage in real conversation with customers on social

Generates TrustSocial 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 ContentUGC 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 AdsPlace your highest performing user content in display ads to avoid ad fatigue, keep your retargeting campaigns fresh and better CTRs.

Social Media PromotionPost 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!

Suggestions

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Ideas in the

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ipsum

ipsum

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Queue

Visually AppealingAesthetics

More content to be made in easily scannable and usable format - videos, slideshare

Engaging EmailsCommunicationA platform to execute customised exciting email campaigns. Email marketing is one of the effective tool to engage users.

Simplified Data ReportsAnalyticsConverting and creating articles around the complex Data reports. Knitting it across multiple touch-points for discovery.

Targeted ThemesFocus

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.

Do not miss out on these tips!

Content marketing is

more of Intent marketing

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imageCreate a mobile content marketing

strategy — it’s essential now.

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Ensure social media is a key component alongside your SEO

strategy.

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Don’t forget about content distribution.

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imageThe visual is the

new headline

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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.

Thank you