Content Marketing Spotlight: NAIOP Market Share

NAIOP is a leader in commercial real estate industry development because it maximizes its networking, educational and career development opportunities into an effective content marketing program. Since 1967, NAIOP has used its North American network to conduct relevant industry research and advocate for commercial real estate interests. The NAIOP vision emphasizes understanding and providing insight on current issues impacting the commercial real estate industry.

Market Share is NAIOP’s official commercial real estate blog. NAIOP staff contributors and industry experts publish commentary and analysis on issues influencing commercial real estate. Produced articles align with the overarching NAIOP mission to advocate, educate, and enhance opportunities for its members.

NAIOP Market Share Content Strategy

NAIOP Market Share’s original, relevant, and timely posts about the commercial real estate development position the blog as a content leader. Its writers include NAIOP staff and industry contributors. An editorial staff reviews all submitted content to ensure quality and timeliness.

The emphasis on quality is a linchpin in Market Share’s content marketing success and one of the reasons we’ve identified them as an example of real estate content marketing done right.

Optimized titles and summaries draw readers into the regularly published content. Each post is paired with appropriate photography. Content reaches a wide audience through NAIOP social networks, especially Facebook and Twitter. Readers can subscribe to email alerts or add the blog to RSS feeds. The weekly NAIOP e-newsletter posted on the website, emailed, and shared socially includes Market Share content. In short, Market Share’s wide distribution network ensures content reaches its audience.

Why Their Content Strategy Works

The emphasis on timeliness and relevant content drives NAIOP Market Share’s success. It matches the overall NAIOP goal to provide cutting-edge industry insights, educational opportunities, and conduct research to benefit its members. The content includes posts composed by NAIOP professionals and industry leaders, providing credibility to Market Share and the author. Outside contributors include associated with Cushman & Wakefield, Small Giant, and SelectLeaders. Readers know they can rely on Market Share information to be current industry insights.

Paired with the regular content are several call-to-actions aimed at funneling readers through the content marketing pipeline. Readers can subscribe to the blog, select a special membership offer, join a power player list, or click through to the NAIOP online directory. At the bottom, readers can continue industry research by selecting from related stories. The most recent posts appear along the right sidebar followed by additional content categories. Social sharing options are at the top and bottom of each post. The numerous offers to click through risk overwhelming the reader, but Market Share’s streamlined layout seamlessly incorporates additional opportunities while letting the content shine.

Successful marketing hinges on smart content distribution. Leveraging all possible channels helps NAIOP Market Share reach the largest network possible. Content doesn’t just offer social sharing buttons or appear on NAIOP social networks, although NAIOP has a significant reach with over 16k followers on Twitter and 3k on Facebook. Readers can discover Market Share through the weekly NAIOP Source E-News emails, which are linked on the NAIOP website, and the NAIOP Research Foundation newsletter. There is the option to subscribe to email alerts and add Market Share to RSS feeds.

Connect with NAIOP Market Share

Subscribe to the Market Share blog for the latest posts. NAIOP shares content from across the industry, including Market Share content, daily on its large Twitter and Facebook network. Further content is discoverable via Google + and LinkedIn channels. Visit YouTube for a look at past conferences and industry interviews.  

Example

NAIOP takes advantage of its large social network to promote its latest Market Share content.