Post on 13-Jan-2017
The Power of Storytelling(or How to “COPE” with Content)
Stephanie Reid-SimonsDirector, Content Marketing
Zillow
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This talk is about stories. Here’s mine.
ZillowNewspapersAmazon
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So many stories being told in so many places …
It’s a recipe for content #FOMO
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Our story, today
Your communities. Your story.
Learn to COPE with FOMO (fear of missing out)
ROI = long game
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Your community is ...
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Your community should also be this!
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Everyone is a potential fan
… and renter or referral … if you make themFEEL something
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Tell a story your audience wants to hear
Help and answer,inspire and create,discover and share,evoke emotion.
Know your communities and understand what will resonate with your potential residents.
Apply the “80-20 Rule.”
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Learn to #COPE
Create Once Publish Everywhere
(COPE)
One piece of good content Multiple pieces of great content
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Where will you tell your story?
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+1
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A blog is a commitment
You don’t want to be a media company
You want to showcase your excellence
…and be top of mind in the industry, or with residents and potential residents
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Sometimes it’s better just to be a blogger
Zillow AdviceReal estate Q&A
QuoraQ&A from experts, celebrities and “regular folks”
And don’t forget community newspapers …
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A Zillow COPE story: #HOMEis
A great concept can support multiple channels.
(And it can be a simple concept. What’s more simple than inviting people to talk about what home means to them?)
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COPE in action
Landing Page
InstagramFacebook
User Generated Content
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Example: Go Pro
InstagramTwitter
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Example: Nordstrom
Corporate Facebook Local Facebook
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ROI is a long game
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Key takeaways
Emotion drives action.And you can drive emotion!
Facing content challenges?COPE-ing can help.
ROI is a long game.
Follow me on social:@betterlater