Including Search Market Analysis, Technical Audit/Migration, and a Content Audit.
Facebook, Paid Search, Display
Content Calendar, publishing for SEO, niche markets (first home buyers and open home campaigns)
Sponsored content and influencer marketing
We engaged with the Real Estate Authority before settled.govt.nz existed. We worked with their internal team and their development partners to launch a website which leveraged existing content on the reaa.govt.nz site, as well as a whole host of newly created content.
The new website had a completely different structure that needed this old authority mapped onto it.
To ensure smooth sailing, we created a technical requirements document for the development team, and researched the search market to ensure the new content was structured around key phrases with significant search volume.
Activity at this stage set settled.govt.nz up for success.
Once the site was launched, we needed to drive traffic to settled.govt.nz in the short term. We knew that the launch activity would take time to build natural traffic levels, so using paid channels to get in front of the target audience was key.
We used a number of channels as our baseline activity, to reach our target market through promoting written content and settled.govt.nz’s video assets.
There’s no question that a blog can drive traffic to your website and build brand loyalty. But it takes strategy – simply having a blog isn’t good enough. So, here’s what we did for settled.govt.nz.
Consumers want choice, flexibility and personalisation in the channels they use, and how they interact with brands. That’s why it was important that settled.govt.nz was present across multiple channels and contextually-relevant publishers – allowing customers to discover the settled.govt.nz brand in that critical moment of truth – no matter where they browse.
So, once their blog content was humming, we set our sights on content amplification opportunities. We took an experimental approach, testing out different channels to get the settled.govt brand in front new audiences.
We partnered with a range of media outlets, including The Spinoff, NZ Herald, Newshub and Stuff to produce topical, branded articles, covering everything thing from what to look out for in an open home to hidden costs to expect as a homeowner. The mindset of the audience of sponsored content is different. The audience already consuming content – they’re on the sites of their favourite publishers or brands, and are open to discovering something new. Sponsored content services this interest in an environment that’s engaging, and effective.
Through our influencer network, we engaged Jay Jay Feeny, Blessed in Doubles, Peter Wolfkamp and Laura McGoldrick to further drive brand awareness. What people are believing is each other. They are following influencers on social media, whom they trust and admire. Utilising influencer marketing allows us to get the settled.govt.nz brand actually in front of a qualified audience through a vessel they will trust.