Content Marketing Spotlight: Blueprint by CBRE

CBRE is a global powerhouse in real estate services and investment. More than 70,000 professionals serve clients around the world across a range of integrated services, including transaction and property management, investment management, appraisal and valuation, property leasing, sales, mortgage services, strategic consulting and more. CBRE Group, Inc. is a member of the Fortune 500 and was named one of Fortune Magazine's most admired companies.

Blueprint, presented by CBRE Content Strategy

Blueprint, presented by CBRE is more than a blog. It's an online thought-leadership publication presenting insights on the trends, influences and ideas affecting our world – examined from the point of view of commercial real estate. The content includes stories informed by the institutional knowledge from within CBRE as well as outside urbanists, academics and other “big thinkers.”

Blueprint considers ideas that transcend commercial real estate, focusing on how our physical, cultural and human infrastructure empowers and transforms businesses, cities and people. By combining the best practices of blogging and magazines, Blueprint presented by CBRE is a content platform with unique approach into the global CRE landscape.

Why Blueprint, presented by CBRE Works

The Blueprint article titles attract attention. Some of our favorites include “The ‘End of Sitting’ as We Know It?” and “No Stadium is an Island: The Integrated Future of Arena Design.” Different sections feature series, such as the “Iconic Structures, Deconstructed” and “A Day in (City): The Insider’s Guide.” Category titles are more thoughtful and imaginative as appropriate for an online magazine. Instead of “work environment,” readers are invited to explore “Life at Work.” Interested in urban architecture and the built environment? Explore ”These Walls Can Talk.” Content pairs visually attractive photography clearly related to the article. With no summaries or teasers, having the right image and title are crucial in selling the content to the reader.

The Blueprint web design does not shy away from white space. By not overloading the page with additional content, calls-to-action and product offers, the site contains the reader’s focus on the content, just like feature piece in a print magazine. Another design element we love is how the social sharing icons scroll with the text as readers progress through the article. That makes it easy for readers to share content at any point during the browsing process.

Social media has clearly inspired how content loads onto the website. There’s no “read more” or “older posts” buttons. As readers scroll down the page, more stories automatically load. It doesn't matter if viewing on a desktop or mobile device, this option continues to bring up new content for the reader to explore.

Connect with Blueprint, presented by CBRE

To receive the latest from Blueprint, presented by CBRE, subscribe to the weekly newsletter right from the home page or here. A Blueprint-dedicated Twitter account also distributes articles, and Blueprint content is available on the CBRE social network.

You can also find the latest industry insights via the CBRE LinkedIn and Facebook accounts. Snapshots from photo essays and articles are on Instagram. The first video users find on the CBRE YouTube page is a video introducing Blueprint, with more than 10,000 views.

Visuals

Blueprint’s drop-down navigation menu.

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