Sharing your brand’s expertise can have many benefits, from enhancing your content marketing strategy to differentiating your points of view to building trust with your audience. Whatever its form—blog posts, white papers, case studies, bylined articles, speaking opportunities, webinars or participation in industry events—content is most meaningful when it answers your audience’s questions or pain points.
We start by analyzing keyword searches and digging into social queries, then couple that intel with competitive audits to determine what topics are unaccounted for within the industry. From there, we build a program to position your brand as an authority and guide users through the customer journey.
Woodbine: Building Thought Leadership
Woodbine Development Corporation is a real estate development company with offices in Los Angeles, Phoenix and Dallas, and a legacy of award-winning projects across the United States during the last 45 years. When the recession hit in 2008, the leadership team strategically chose to dial in its focus, dedicating itself almost exclusively to hospitality. In the summer of 2016, they enlisted our support to better showcase their hotel capabilities and projects among existing and potential investors and partners.
We started by overhauling their website to highlight the company’s story and impact on the industry. To do this, we featured the breadth and depth of work recently completed or in progress, and improved performance with keyword-rich and mobile-friendly navigation. The updated website exhibits the form and function the executive leadership team desired, creating a handsome and info-rich resource that underscores the differentiating characteristics of Woodbine as well as its projects.
Additionally, we resurrected PR efforts for the company. This encompassed focusing on B2B publications, researching editorial calendars for opportunities around thought leadership, and ultimately collaborating with the chief investment officer to craft two bylined articles to be placed in a leading resource for hotel executives, developers and investors. Then, to spread the word about Woodbine’s newest $100 million resort among hundreds of real estate media, we secured a spot for a Woodbine executive to discuss the evolution of resorts in a panel at the National Association of Real Estate Editors’ spring conference in 2017.
All in, these collective PR initiatives have netted a steady drumbeat of meaningful coverage and mentions of Woodbine and its projects in trade outlets and market-specific publications, including the Atlanta Journal Constitution, Dallas Business Journal, Dallas Morning News, Hotel Business, Hotel Executive, Hotel Online, The Houston Chronicle and many more.
ABC Supply: Constructing Resources for Contractors
ABC Supply is the largest wholesale distributor of roofing in the country and one of the nation’s largest distributors of siding, windows and other building supplies. With more than 35 years in the business and over 700 branches in 49 states, ABC has the experience and expertise to provide professional contractors with advice and solutions that help them run and grow their businesses. Our charge: create a thought leadership program to help contractors succeed.
The resulting program—comprising infographics, blog articles, LinkedIn content and media relations—provides tips and recommendations to help contractors successfully complete building projects and better integrate with their supplier partners. Our process involves interviewing subject matter experts to inform the content we create, identifying the best format to communicate key insights and strategically repurposing information to maximize its value.
We measure success via overall traffic to the ABC Supply blog, where the content lives. In year one, traffic increased in all areas, highlighted by an 87 percent increase in overall page views, 90 percent increase in unique page views and an 84 percent increase in direct traffic. To supplement our content and further leverage the ABC Supply story, we also secured a feature story celebrating ABC Supply’s 35th anniversary in Roofing Contractor Magazine.