The relationship between social, search and content marketing has radically changed. Content is now consumed and distributed locally and globally, across multiple devices (PC, mobile, tablet) and in multiple formats (text, video, images), leading to an abundance of content online. As a result, social engagement is becoming increasingly dependent on high-quality content, and search engines have begun to take social signals into account. This session will teach you how content and social media drive SEO rank, how to develop a framework for creative and efficient content creation and learn what types of content work for better marketing results. This presentation was given by Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com at the National Apartment Association (NAA) Conference & Exposition in Denver, CO in June 20, 2014. #NAAEduConf

1. Understanding the Trio:
Social Media + Content Marketing = Killer SEO
@EricaCampbell
@AptsForRent

2. @EricaCampbell
@AptsForRent

13. Identify
Goals,
Audience &
Content
Team1

14. SET YOUR GOALS
1. Identify your audience
2. Build trust and rapport with your audience
3. Attract new prospects to your marketing system
4. Explore prospect and resident pain
5. Provide solutions and overcome objections
6. Deepen loyalty with existing residents
7. Build your reputation with search engines

15. FIRST TIME FRAN is getting her
own place for the first time in her life.
Having lived with roommates and family
her entire life, Fran doesn’t know where to
begin on her apartment search. Because
she is working with a somewhat limited
budget, she is hoping to find an
apartment that she can comfortably
afford.
Due to her tight budget, Fran is using a lot
of resources to collect as much
information as possible. She is performing
searches on Google and also utilizing
Twitter and Facebook to gather advice
and information from friends and family.
KEY TRAITS:
• Socializing Singles
• Urban Dwellers/ Hip
• Cutting-Edge Culture
• Exercise Enthusiasts
• Financially Sensible
• Risk Takers
• Internet Savvy
• Digitally Literate
• Relies Heavily on
Social Networks
DEVELOP PERSONAS

16. UNDERSTAND YOUR TARGETS
Determine what questions and fears your
personas have at each stage of the buying
process.
Buying Cycle
• Interested Prospects
• New Residents
• Returning Residents
• Current Residents
• Former Residents
First Time Fran is
concerned about having
a limited budget.

18. ESTABLISH YOUR TEAM

19. SAMPLE WORKFLOW

20. Audit &
Identify the
Gaps in your
Content2

21. Do you have
budget-friendly or
apartment searching
content for First
Time Fran?
Answer specific
questions.
CONDUCT A CONTENT AUDIT

22. GOOGLE TRENDS

24. Brainstorm
Themes,
Topics &
Content
Types3

25. THEMES, TOPIC, ALIGNMENT
Content Themes:
Beyond your business
Topics:
Specific titles/content ideas
Content Types:
eBooks, events, white
papers, emails, etc.

26. IDEATION

27. MONTHLY/QUARTERLY THEMES

28. LAYERS OF WRITTEN CONTENT
Thought
leadership
Long-form
content
Newsworthy/trendy
content
Evergreen content
Data-driven articles,
eBooks, white papers
Resident testimonials,
case studies
Day-of articles,
resident events
How-to articles,
checklists,
infographics
Think about
First Time
Fran

29. DETERMINE TYPES OF CONTENT

30. Managing
the Editorial
Calendar
4

31. PUBLISHING SCHEDULE
Sample Frequency
Social media updates = daily
Website articles = 1 time per week
Resident newsletters = 1 time per month
Video = 2 times per month
PR/News releases = 1 time per month
• What are you going to publish?
• How often are you going to publish?
• Who will be responsible for researching, writing,
designing, approving, publishing, and sharing the
content?

32. EDITORIAL CALENDAR
Industry
News
Social
Media
Keyword
Research
Comps
Resident
Stories
FAQ
Trends
Employees
Monthly
Themes
Content
Manager
Editorial
Calendar

33. EDITORIAL CALENDAR
• Designate one person to manage it
• Simple is better and cleaner
• Easily shared and edited
• Accessible

34. SOCIAL POSTING CALENDAR

35. Promoting &
Distributing
Your Content
5

36. DISTRIBUTION CHANNELS
1. Organic Social Media
2. Syndication Partners
3. Local Publications
4. Newsletters/Email
5. Paid Social Media
6. Paid Distribution ILS’s – Print – Digital – Outdoor – Radio
Bloggers

38. Source: Google

39. Source: Facebook

41. Source: Instagram

43. Sources: Nielsen, Nirogram, Experian, and Emarketer

47. THE PIN CYCLE
How a pin meets new people

48. Sold within 6 days of being on Pinterest!!

49. Source: Twitter

50. TWITTER PROFILE

52. Source: YouTube

55. Social in the Top 10:
Google +1’s
Facebook Shares
Facebook Comments
Facebook Likes
Pinterest
Tweets
SOCIAL SIGNALS
Source: Search Metrics

56. SOCIAL SIGNALS
Source: Search Metrics

57. PAID, OWNED & EARNED

58. SECURE CUSTOM URLS
Vanity URLs make URLs more memorable,
making it easier to find you.

59. ADD BUTTONS TO YOUR SITE
Adding the social media
badges to your website
encourages visitors to follow
you.
Add the Share, ‘Like’, Tweet and
+1 buttons to encourage visitors
to share.

60. ADD THE PIN IT BUTTON

61. GET VERIFIED ON PINTEREST

62. PINTEREST PLACE PINS
Include a map,
address & phone
number

63. CROSS-PROMOTE
Cross- promote in both online and offline
communications to increase followers

64. CROSS-PROMOTE
Increase follower growth by cross-
promoting to other social accounts

65. ADD REVIEWS WITH SOCIAL SHARING

66. ADD RELEVANT HASHTAGS

67. ADD RELEVANT HASHTAGS
Use hashtags to get your
content discovered

68. ADD RELEVANT HASHTAGS
Hashtags help surface
your content

69. PINNED TWEET
Resembles the
Facebook "Highlight"
option. This allows you
to display your most
"important” Tweets at
the top of your Twitter
profile.

70. POPULAR TWEET
Tweets that get the most engagement will
appear in larger font than regular tweets.

71. PROVIDE HELPFUL CONTENT

72. PROVIDE HELPFUL CONTENT
People love a
good checklist!

73. PROVIDE HELPFUL CONTENT
A post in a
community
generates more
engagement than
on the stream.

74. eBOOKS & DOWNLOADS
Download a FREE Pinterest White Paper
bit.ly/HDCPinterestWhitePaper

75. MAINTAIN AN ACTIVE G+ PAGE
Click through to
your G+ page
Follow directly
from search
See recent posts

76. MAINTAIN AN ACTIVE G+ PAGE
Click through to
your G+ page

77. GOOGLE AUTHORSHIP

78. GOOGLE AUTHORSHIP

79. HANGOUTS ON AIR
NatGeo received 250+
press mentions from 1
Hangout on Air
• 22,000 Hangout views
• 10,000 +1’s
• 2,450 Google+ Event
RSVPs
• 1,500 reshares
• 1,300 comments
• 250+ press mentions
• 150,000 new followers
Source: Google

80. SOCIALANNOTATIONS
Source: Google
Brands using social annotations see a 5-
10% uptick in click through rates

81. LINK YOUR GOOGLE+ & YOUTUBE
Source: Search Metrics
Your Hangouts on Air
are automatically
posted to your Google+
page and YouTube
channel
Video posted to your
YouTube channel are
automatically posted
to your Google+
followers

82. SLIDESHARE

83. #2 on
Google

85. MEET THE TEAM
Link back to your About
Us page on your site

86. BEHIND THE SCENES

87. SHOWCASE LISTINGS Add
descriptions &
hashtags

88. HIGHLIGHT FEATURES

89. CUSTOMER REVIEWS

90. LOCAL Position yourself as the
local expert
• Neighborhoods
• Dining Guide
• Shopping
• Nightlife
• Events
• Entertainment
• Schools
• Local Businesses
• Professional/Home
Services

91. LIFESTYLE CONTENT
• Seasonal
• Home Décor
• Small spaces
• Closets
• Kitchens
• Recipes
• Hobbies
• Fashion/Style
• Cooking
• Sports
• Crafts/DIY
Projects

92. SNEAK PEEK

93. RESIDENT EVENTS

94. MODEL STAGING IDEAS

95. CONTESTS Crowdsource content
from employees &
residents

98. CROWDSOURCE ADS
Repurpose consumer
generated contest photos
for Facebook Ads

99. CONTESTS

100. If you could have the room of
your dreams, what would it
be? How would it look? How
would it feel?
• 1 winner
• 10 items selected to purchase
for 10 lucky participants from
their “Décor by Me” Pinterest
Boards.

107. REPURPOSE CONTENT

113. multifamily-social-media.com

115. bitly.com/AboutECB
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
Erica Campbell Byrum
Director of Social Media
Homes.com & ForRent.com