Building A Content Marketing Practice: An Experiement In New Media By Dave Roth
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Transcript of Building A Content Marketing Practice: An Experiement In New Media By Dave Roth
![Page 1: Building A Content Marketing Practice: An Experiement In New Media By Dave Roth](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c84bd74a79595a358b4601/html5/thumbnails/1.jpg)
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
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Thank YouDave Roth
VP Marketing
realtor.com
@daverothsays