It is a pretty exciting time, and our Urbane Laboratory continues to expand. Not only are there some really cool projects and developments going on with NCI and the whole Community Sherpa platform, our scale and reach of resources continue to expand.
We have reached a plateau at the Urbane Lab, where on a somewhat regular basis someone is popping in to the Lab with a new idea to test and try on our apartments. And while some ideas certainly have different merit than others, what is showing up as a significant trend is the quality of resource and knowledge.
We are launching some pretty interesting Urbane Lab Experiments, and as always we will report to you the details of what works and what didn’t work.
We are launching this week the idea and concept behind Content Marketing in a further effort to increase our Digital Footprint at Urbane Apartments
What Is Content Marketing
Content Marketing, which is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques.
The idea of sharing content as a means of persuading decision-making has driven content marketers to make their once-proprietary informational assets available to selected audiences. Alternatively, many content marketers choose to create new information and share it via any and all media. Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events.
The purpose of this information is not to spout the virtues of the marketer’s own products or services, but to inform target customers and prospects about key industry issues, sometimes involving the marketer’s products. The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.
Marketers may use content marketing as a means of achieving a variety of business goals, such as thought leadership, lead generation, increasing direct sales, improving retention and more.
Content marketing is the underlying philosophy driving techniques such as custom media, custom publishing, database marketing, brand marketing, branded entertainment and branded content.
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
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