interview with Apto Marketing Manager, Beth Knight
When and why did you adopt Content Marketing as part of your overall marketing strategy?
Beth: It’s been part of our strategy from the beginning. Content is an essential part of any marketing plan these days, so it was included in our strategy as soon as we launched our product and website. It helps you build a presence and establish a brand, as well as boost your site in search engines.
We didn’t have a ton of extra resources to devote to content marketing in the beginning, but that didn’t stop us from establishing a blog and publishing a few ebooks. As Apto grew we were able to increase our output, ramping up the blog as well as branching into new formats like infographics and video.
How do you use Content Marketing to build your brand?
Beth: We want to be a distinct voice in the commercial real estate industry, not just another distraction. Apto was founded by brokers, and they always intended to create a company that was a trusted advisor and resource for CRE in every form, not just through our technology. With every post or resource we put out, we strive to say something interesting and educational.
For example, we just released the Best Practices Library, an in-depth resource designed to help brokers successfully operate their business. From prospecting to working deals, the articles combine technology how-to’s and operational strategies. There’s something valuable for every broker in there.
How do you get your content out to your target audience?
Beth: Our blog is our biggest channel. We have a substantial subscriber base that’s been growing a ton recently. We’ve been increasing posts and promoting the subscription, and it’s a testament to the quality of our content that our unsubscribe rate remains really low.
We also have a broader email strategy, and we do the usual promotions on LinkedIn and other social media. Page views tell us what’s performing well, and social media helps amplify that traffic.
How has Content Marketing helped to achieve your marketing objectives?
Beth: The more quality content we put out, the more traffic we get, the more interest we get from prospects, the more value our customers find. It’s a simple formula, and we’re thrilled that our efforts have paid off and continue to do so. It’s been part of Apto’s beliefs from the beginning: Success is a byproduct of adding real value.
Where do you find inspiration for new content?
Beth: We’re fortunate that there’s such a rich market for CRE content, so there’s no shortage of blogs to read for inspiration. We’re particular fans of Hightower, the Massimo Blog, Allen Buchanan, CRE Outsider, and ULI.
What advice would you give to a new blogger?
Beth: Just get started, and be consistent with your posts. It can be daunting to try and plan ahead and actually write, but taking the first step is the hardest part. And don’t be afraid to use your own voice and style—that’s what sets you apart!