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Thought Leadership

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Strategy

The Property Republic team are passionate about content marketing in property, and how it can be used to educate, entertain and engage audiences. We’re also passionate about sharing our property and content marketing knowledge with clients to help them refine their strategies and enhance the customer experience.

 

We are often asked to facilitate content marketing workshops to help teams generate content ideas, identify effective and relevant content types, pinpoint the metrics that matter and develop a plan of action to ensure the content marketing strategy is implemented effectively. We believe establishing this strategy with a workshop is the best way to form a collaborative approach and achieve team buy-in.

 

We recently hosted a content marketing strategy workshop for Stockland Queensland. Here’s breakdown of the process and outcomes:

 

Context

With land, homes, terraces and townhomes situated in vibrant communities across Queensland, Stockland recognises the importance of every aspect of marketing. The Stockland Queensland marketing team sought to capitalise on the benefits of content marketing, which they plan to accomplish by conducting an in-house workshop.

Judi Carr, director of Property Republic, was engaged to organise and spearhead the workshop in Brisbane.

 

Challenges

The Stockland Queensland marketing team have a varied level of content marketing expertise. Some understand its benefits in driving sales and positive customer sentiment and are leaders within the marketing team. Others have less experience and confidence. Like most property marketers, there is always word to be done so saving time

is a key driver.

 

Primary Goal

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 in nurturing customers and building meaningful relationships with them throughout their purchase decision and beyond.

 

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

 

Process

Property Republic started the project with a 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 re-purposing them

  • Knowing the different types of content and how to best distribute them

  • Learning the value of establishing metrics

 

Final Report

The workshop was successfully conducted, with Property Republic having delivered the agreed workshop outcomes. A Content Marketing Playbook was created, documenting Stockland Queensland’s content marketing 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.

 

Post Workshop 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

 

The Property Republic team loves using workshops as a tool to achieve alignment, identify areas for improvement and opportunity, and establish a path to accomplish long-term goals. Our expertly facilitated workshops result in a unified team approach to strategy development and project success. View our workshop offerings here.

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Strategy, Workshops

Misalignment between the sales and marketing teams is a common problem in many businesses. We’d all agree that it’s imperative that they need to work hand in hand. But believe it or not, some sales and marketing teams barely speak to one another.

 

They both have the same objective – to drive sales and revenue. Marketing’s role is to generate qualified leads, manage the customer experience, increase brand awareness and create a brand-appropriate sales environment. The sales team’s role is to turn the qualified leads into sales and provide an exceptional customer experience.

 

According to Marketing Mag, “the two need to work hand in hand in order to fire up the lead gen engine.”

 

As featured on the Marketing Mag website, here’s Azadeh Williams’ (the founder and managing partner of global B2B media and marketing agency, AZK Media) take on how sales and marketing can work together to generate real, tangible results:

 

1. Adopt a complementary mindset

When you think of marketing as ‘secondary’ to sales, that’s where you start having problems. When you instil a culture of seeing the two as complementary, everyone’s mindset shifts towards being more collaborative. After all, there is a lot of dependency, especially in B2B, that marketing has on sales and vice versa. The whole idea of alignment is understanding what those key dependencies are. Then align roles and responsibilities so everybody has a clear-eyed view of what the future looks like.

 

2. Use common language

One of the first ways to align is by creating a common language. As an example, what a ‘lead’ means for your marketing department (MQL or marketing qualified lead), may be completely different to what it means to the sales team (SQL). A marketing team could say, ‘I’ve generated 27,000 MQLs’, but zero of these have turned into revenue. That’s a terrible disconnection. A common framework or a common language and clear expectations is a starting point for any of this to create alignment.

 

3. Establish common KPIs

Another way to align is to look at performance metrics and evaluate revenue goals and budgeting together. It is critical to formulate targets in this way so you’re sharing a common goal – regardless of how you budget, your account-based marketing plan or even your inbound lead gen strategy. It’s important to find a common ground.

 

Once those things are clearly defined, you can consider creating a playbook that clearly outlines roles and responsibilities. This is a place to hold one another accountable. Every quarter, you can then review the metrics and playbook, and continue to iterate and evolve, so sales and marketing continue to complement each other and work like a ‘well-oiled machine’. 

 

4. Identify common mistakes to avoid when trying to get sales and marketing alignment right

One of the biggest mistakes is not getting C-suite buy-in and executive sponsorship. The sales leader and the marketing leader could be thinking, ‘yes, let’s do this, let’s walk arm in arm and go.’ But if you don’t have buy-in across the C suite, it’s not going to take off.

 

In times of economic uncertainty, the CFO (chief financial officer) or the CRO (chief relationship officer) are often the key people in this equation. They’re funding the sales and marketing budget. They’re also looking at the business holistically. If there’s a perception in the organisation that marketing performs one way and sales performance another way, then it’s harder to convince the CFO that you’re anything but siloed. 

 

5. Driving value in greater alignment

From an agency perspective, here are things to do before engaging with a client to help support their media, marketing strategy and campaigns. Take a deeper look at their sales and marketing alignment.

 

In essence, effective alignment is all about continued communication and collaboration. It’s about bringing all of your sales and marketing talent and resources together, in one place. Then create a playbook. This means sales and marketing can work together, driving demand, closing business, looking at the full customer lifecycle, and tackling retention, renewal, cross-sell and upsell – all as one robust ecosystem. 

 

 

At Property Republic, we recommend conducting a workshop to help your sales and marketing teams get on the same page. During this workshop, the project team and other influencers can put forward their ideas in a safe environment. Ideally, this workshop is facilitated by an external party (like us!), who has some knowledge of your industry. A workshop agenda example:

  • Determine the project mission

  • Agree the strategic objectives

  • Brainstorm the critical success factors

  • Evaluate the critical success factors to determine the actions required to achieve success

  • Determine who will be responsible

  • Identify how you will monitor and measure each success factor

 

Use group brainstorming techniques to keep the session invigorating and attention focused. You’ll leave with a clear understanding of the project’s destiny that will assist with marketing planning and budgeting.

 

By making sure your sales and marketing departments are on the same page, you’ll be able to maximise your content strategy and ensure that the full customer lifecycle remains seamless.

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