Marketing

TheRedPin’s playbook for getting real mileage out of educational content

Repurpose blog posts into white papers and distribute through drip campaigns

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This post explores a marketing tactic tweeted by the winner of Inman News' latest #madREskillz contest. Tweet an innovative marketing tactic on Thursday and tag it with #madREskillz for a chance to become our next winner.  Distributing educational content can help you earn the confidence of potential clients. But it also can cost significant time or money to obtain. So if you’re going to make educational content part of your marketing strategy, you’d better make sure you get the most mileage out of it, says Sam Hosseini, lead marketing strategist at Toronto, Canada-based brokerage TheRedPin. TheRedPin attempts to do this by following a game plan that seems to boil down to two words: repurpose and recycle. Blog posts are the building blocks of this strategy. TheRedPin crafts posts around specific issues that are relevant to buyers or sellers, like how to assess the quality of a neighborhood or public transit's impact on property values, Hosseini said. He said i...