This high level case study showcases how Pillar Properties is using Relaborate to help them and their agency produce more high quality marketing content, as part of their overall Social Marketing programs.

1. Content Marketing, Simplified
Andy Boyer | Co-Founder | andy@relaborate.com | @aboyer | @relaborate

2. Pillar Properties: A Relaborate Success Story
Seattle based Pillar Properties develops, owns and manages
apartment residences that express the unique personality and
vitality of Seattle's signature neighborhoods.

3. Why Content Marketing?
• Potentials resident begin their information
gathering process using search engines and social
referrals.
• Companies in the rental space employ an SEO
agency to help them make their web site as search
friendly as possible.
• But recent changes to these search engines make a
blog more important.

5. Overview
• Pillar Properties currently owns and operates 190 apartment units
and over 75,000 square feet of commercial space.
• Pillar Properties is involved with some of the most exciting
development projects in the Seattle area; Stadium Place on the
border of Pioneer Square and SoDo, and The Lyric on Capitol Hill
are two examples of development projects in the portfolio.
• Pillar plans to expects to deliver 1,000+ apartment units over the
next several years.

6. The Beginning
• In July, 2012 the Pillar Social Media
channels were built. In the
beginning, there was no digital buzz
and no fans or following.
• Through a six month content
marketing strategy, engagement is
happening daily, Twitter followers
continue to grow, and there have
been leasing inquires across all
properties.

7. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
Why Does An Apartment
Complex Need Social Media?

8. Online Marketing Lead Generation
• Often, leads start as inquiries while potential
tenants are doing their research online.
• Today, apartment searching starts online.

9. Content Marketing
• The potential tenant begins their information
gathering process using search engines and social
referrals.
• Companies in the rental space employ an SEO
agency to help them make their web site as search
friendly as possible.
• But recent changes to these search engines make a
blog more important.

10. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
What Kind of Content Resonates &
Adds Value To The Conversation?

11. Providing Community Information

12. Engaging Neighbors

13. Engaging Visual Content
From Facebook, Pillar found that
customers enjoy engaging with the
brand digitally. This can be translated
across other digital channels like
Pinterest and Twitter.

14. Provide City Tips & Tricks

15. The Result

16. Increased Engagement

17. Life With Relaborate
• The agency would also use the research tools inside Relaborate to
find background information or identify influencers who had written
about similar topics.
• Relaborate’s feature set would alert the Pillar team and ask them to
provide answers to specific questions.
• Once the post was completed, Pillar could circulate the post for
approval or additional comments from the Pillar senior team.
• The agency would finish up the edits, publish the post, and syndicate
the link through social media channels like Facebook and Twitter.

18. Relaborate is a MARKETING, SIMPLIFIED creation application with
CONTENT web based content @aboyer | @relaborate
1 Writing Guides 2 Collaboration Tools 3 Trending Topics.
These make it easy for marketing managers to Get Content Started.
1
2
3

19. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
Who on Your Team Can Use Relaborate
Your Content Managers, Social
Media and Marketing Managers
Your Industry and Subject Matter
Experts. Property
Managers, Executives, even You

20. Content Marketing, Simplified
Thanks!
Email me: Andy@Relaborate.com
Signup at: www.relaborate.com
Follow us on Twitter: @Relaborate
This presentation is available for download at www.relaborate.com/blog