How do you create content that is useful in marketing in away that is unique and specific to an industry?  Much of it has to do with coming from an authentic space, and focusing on the person or business, and not the topic or title. Sarah Malcolm, COO of The Content Funnel (a content marketing company offering solutions for real estate companies and professionals, writing high quality real estate blogs, press releases, social media posts and more) joins hosts Natasha Cholerton Brown (COO of Clippn), Amber Mundinger (COO & Head of Strategic Partnerships at Artists Den), and Dalia Strum (Founder of Rethink Connect).

In this episode:

• How Sarah is using unique content, from blogs to podcasts to TV shows, to drive leads in the real estate industry
• The partnership between The News Funnel and Atypical at CRE Tech, which used mannequins placed around the event and generated considerable social media content
• Why The News Funnel chose to branch off into the real estate industry with it’s subsidiary The Content Funnel to fill a need for content creators to ghost write for real estate agencies who do not have a social media presence
• How The Content Funnel uses its partnerships with CRE Tech, The News Funnel, and influencers to market themselves
• Sarah’s background as head of digital strategy at ICSC and how she built a network of companies who were experts at utilizing particular aspects of social media which culminated in the creation of Marketing Marketplace
• Keeping up with how social media and marketing demands are evolving, by making partnerships with drone companies like All In Drones and The Scene Lab
• How Sarah gives every interaction with clients a personal touch by really getting to know the people she’s working with so they can collaborate and work together long term
• Why building that trust and personable relationship often leads to clients coming to Sarah and The Content Funnel for
• How the real estate industry is utilizing AR and VR to create new experiences and ways to market and engage with clients
• Interior design apps like roOomy which let you visualize how you might decorate  your potential new home
• Sarah’s firsthand experiences with how the AR/VR experience changes the experience of looking for a new home
• How influencers have become a factor in the real estate industry, and the path for becoming an influencer through Instagram, and why LinkedIN and Facebook aren’t as big of a factor for influencers
• Managing a client’s unrealistic social media target goals, the importance of benchmark reports, and when a client is wary to make a move that is right for their goals
• Sarah’s relationship with her twin sister Susan, who also works in real estate, and what they learn from each other 
• Learning from her mother, a COO at Regency Centers and one of the first female executives at Federated, and her husband, a creative director at McCann Echo
• The lessons Sarah hopes she can pass onto her children
• Staying up to date and finding inspiration through Instagram
• The importance of being genuine and true to yourself in all facets of your life

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