Establishing a Content Marketing Strategy for Stockland Queensland

Stockland is one of Australia’s leading ASX-listed residential developers. Stockland Queensland delivers a range of land, homes, terraces and townhomes in vibrant communities across Queensland.

When the Stockland Queensland marketing team sought to capitalise on the benefits of content marketing, they planned to conduct an in-house workshop. Through industry connections, the team at Stockland reached out to Judi Carr, Director of Property Republic, to organise and spearhead the workshop in Brisbane.

At the time, the team had a varied level of content marketing expertise. Some understood its benefits in driving sales and positive customer sentiment, and were leaders within the marketing team. Others had less experience and confidence.

The workshop aimed to help the Stockland Queensland marketing team establish their content marketing strategy. It was designed so each team member would leave the workshop equipped with a strong understanding of the importance of content marketing to nurture customers and build meaningful relationships with them throughout their purchase decision and beyond.

At the end of the workshop, the Property Republic team provided a Content Marketing Playbook plus a content calendar template with key dates already included, as well as a USB packed with helpful property marketing guides.

The Approach

Property Republic started the project with the proposed workshop agenda: plan your entire 2021 content calendar in one day.

The agenda covered the following topics:

• The benefits of content marketing
• Determine the different types of content
• Create a buyer persona
• Understand the customer lifecycle and how content can help nurture prospects to become purchasers
• Create content pillars
• Generate content ideas
• Identify the channel plan
• Learn storytelling in long and short form
• Know how to engage the audience
• Create sophisticated content on a budget, including repurposing
• Establish the right tone of voice for the brand
• Work with team members to be best of breed

The Stockland Queensland marketing team were encouraged to register their interest to attend the workshop, along with their dietary requirements and preferred music. Registered participants received an email with an attachment detailing the workshop agenda.

The focus of the workshop was centred on establishing a solid content marketing strategy, including:

• Ensuring the content strategy effectively responded to the customer lifecycle to achieve sales targets
• Breaking down the current messaging to get the right balance between customer education and sales
• Generating content ideas and repurposing them
• Knowing the different types of content and how to best distribute them
• Learning the value of establishing metrics

The Results

The workshop successfully delivered on the agreed workshop outcomes, which involved helping the Stockland Queensland marketing team develop a clear direction for their content marketing strategy.

A Content Marketing Playbook was created, documenting the strategy, along with a range of tips and insights. This document acts as a ‘source of truth’ and can be re-visited by all members of the Stockland marketing team to ensure the agreed strategy stays front of mind.

The Feedback

At the end of the workshop, a survey was sent out to the participants. The feedback survey came back with the following results:

• 100% of the participants said that the purpose of the workshop was articulated clearly
• 100% of the participants said that the workshop exercises were articulated clearly
• 100% of the participants rated the general atmosphere as above average
• 100% of the participants gave the facilitator a rating of 5 out of 5
• 100% of the participants said that they would recommend the workshop to a friend/colleague

Surveyed participants also stated that the workshop was successful in establishing the following ideas:

• Clear goals for progress
• Creating good content
• From one great content idea you can create multiple types of content
• Focus on using content as a sales conversion tool and a ‘cost saver’ in terms of less lead gen
• Renewed enthusiasm for content creation
• Utilising the content we do have to stretch it out across multiple platforms
• How we can create our own nurture sequence
• Stronger team connections
• Thinking about relevant content through each stage of the buying funnel
• Types of content and consistency