content beyond conversion
TRANSCRIPT
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Content Beyond Conversion
Rita Cidre Marketing Director, Zillow Group
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A bit about myself + Zillow Group Pillars of our content strategy 3 examples and learnings
What we’ll cover today
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A bit about myself and Zillow Group
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A little bit about myself Numbers Letters
MBA Liberal Arts
I’m both a writer and a marketer and love to be at the intersection between the creative and the analytical.
As Marketing Director at Zillow Group my job is to turn strangers into customers into advocates of our Premier Agent brand and products.
Analytics Content
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Monthly Unique UsersQuarterly average
Zillow Group operates the largest online real estate network on the web
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171M
May 2016
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great people great products connect via tools
attract audience
engage professionals
Zillow Group’s formula for success
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We are a marketplaceDemand Side
“I want to buy or sell a home.”
Supply Side
“I want to help you buy or sell a home.”
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The buyer’s journey has changed
Now
Past
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‘Online’ is the largest resource used by home buyers to find a home
Top Sources Used to Search, Shop for or Purchase a Home Digital resources Used to Buy a Home
Source: 2016 Zillow Group Housing Trends Report.
From information gatekeeper…
…to trusted advisor.
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Our products help agents connect with and convert online leads
BRANDING & MARKETING
LEAD GENERATION
LEAD MANAGEMENT
TRANSACTIONMANAGEMENT
= Free
PA AppPA Concierge
Seller Boost
Premier Agent Advertising
Agent Profile
Video Walkthrough
Premier Agent Direct
dotloop
U
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The two pillars of our content strategy
Solve ProblemsProvide agents with solutions
standing in the way of success.
Build TrustWin hearts and minds, be positive
presence in the real estate industry.
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3 Examples and Learnings
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We focus on building content that builds trust with agents and helps solve problems
I want to get more leads
I want to be a local expert
I want to feel motivated
Problem agent wants to solve:
Content Strategy Solution:
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Problem: I want to get more leads. Solution: Help agents define and
measure success in building their online presence.
Build Trust: content is relevant and transparent.
Profile Scorecard
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Tell ShowWe are not alone in thinking
SHOW > TELL
Key tactic: Use data, personalization and a healthy dose of FOMO can go a long way in showing (not telling) customers what they’re missing out on.*
*Make friends with data people.
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Problem: I want to be a local expert.
Solution: Content that helps agents understand local and national market trends.
Build Trust: Empower agents to be local experts.
Market Trends
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We use this content to help agents build their real estate brand and expertise
Moved towards helping agents share expertise.
Started providing agents content to help them become local experts.
Key tactic: Share the thought leadership spotlight with your customers.
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Problem: I want to feel motivated
Solution: Celebrate important moments.
Build trust: We acknowledge and celebrate agent wins!
Milestones
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We got this idea from watching our customers interact on social
Social #Winsday engagement
Actively celebrate winsReview added
Review milestones
Agent store
Key tactic: Monitor and listen to your customers interact with each other on social channels, use that to inform your content strategy.
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Key Takeaways
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Identify goals for the content you’re creating to engage with customers. For Zillow Group it’s to build trust and help agents solve problems.
Key tactics: Use data, personalization and a healthy dose of
FOMO can go a long way in showing (not telling) customers what they’re missing out on.
Share the thought leadership spotlight with your customers.
Monitor and listen to your customers interact with each other on social channels, use that to inform your content strategy.
Key Takeaways
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Questions, Comments?Email me: [email protected]
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