Producing engaging content for specific audiences with specific goals for each lies at the heart of content marketing. Zillow Group knows this very well. Its strategy encompasses two distinct audiences — consumers and real estate agents — two separate goals, and, consequently, two content marketing strategies.
Content marketing is a vibrant, evolving practice. Stay tuned for the latest evolutions, best practices and success stories.
With scant money, two babies and a new brokerage in 2008, Jenelle Isaacson stared necessity in the face. It stared back and presented her the content strategy that would catapult her Portland, Oregon-based firm Living Room Realty into a thriving brand and company.
Melanie Piche’s Toronto real estate team, The BREL Team, did $85 million and 251 deals in 2016. The 12-person team she runs with her husband doesn’t send post cards, cold call or door knock.
Amy Bohutinsky is the 10th the most powerful person in real estate. Zillow Group’s former chief marketing officer and now its chief operating officer, her vision and execution helped catapult the Seattle-based giant to tremendous growth and an anticipated $1 billion in revenue in 2017.
“Great stories live forever.” Zillow Group’s director of content marketing Stephanie Reid-Simmons described the core ethos of her firm’s significant content marketing play this way.
Great content is gold, getting it seen is diamonds raining from the sky. Distribution is hard and expensive. If a new post hits the blog forest, and stays there, it doesn’t make a sound.
Four years ago, the small business client engagement software maker Groove was languishing. That’s when it turned to content marketing, and saw website traffic, and revenue, grow. Groove chief marketing officer Len Markidan broke his firm’s content marketing strategy down at Curaytor Excellence, the annual conference for real estate tech and marketing firm, Curaytor, a great HageyMedia client.
Tacoma, Washington, real estate agent Marguerite Giguere knows content marketing. Her site MoveToTacoma.com, which houses blog posts and podcasts, accounts for 75 percent of her real estate revenue, thanks to the caring-filled rich community content she consistently publishes on it.
The Denver-focused community website The Denver Ear attracts approximately 140,000 readers each month. It’s not a local journalism site, but a content marketing play by Denver real estate agent Mor Zucker. That might not be clear at first glance.