Partnering with property management SaaS platform to help scale its digital-first content approach.
Client
Location
California
Services
- Content Strategy
- Content Ideation & Production
- Influencer Strategy & Management
- Podcast Strategy
Situation
In an industry led by complicated software and fragmented tech solutions, AppFolio Property Manager stands out as an innovative, intuitive and easy-to-use property management software solution.
Pre-pandemic, a significant portion of AppFolio’s business was conducted in-person at industry events. When brands were forced to conduct business virtually, AppFolio had an opportunity to become a pacesetter with quick strategic pivots supported by a functional content strategy. With the support of Convince & Convert as a strategic partner, AppFolio was primed to become a breakaway industry leader.
Challenges
Though already an innovator in property management SaaS, AppFolio was still dependent on the foundational structure of the category for relationship building, which was typically constructed around in-person trade shows and handshakes. They had the vision to utilize the industry’s shift to a virtual, full-digital environment, but faced two significant challenges:
- Quickly pivoting in-person conferences to a virtual environment and strategizing multi-tiered content to generate sales leads
- Scaling resourcing for ongoing lead generation and client nurturing via content planning and production
Solution
C&C’s partnership with AppFolio centers on developing a solid content marketing strategy that drives impact, as well as bringing that content to life through executional support and strategic counsel.
C&C initially engaged with AppFolio to develop an approach for content marketing and influencer marketing to help elevate their digital approach and activations, inclusive of thought leadership positioning, content development, and tech enablement to create brand awareness and preference in the sudden virtual-only environment. To support AppFolio in their execution of the strategy, C&C developed frameworks to guide the AppFolio team, with a core focus on atomizing long-lead content pieces.
AppFolio still had a major barrier, though, and that was manpower. To enable swift and effective execution, C&C expanded into executing the creative elements alongside AppFolio to power their content engine, producing the creative, and putting power behind the strategy with content atomization, influencer research, and content oversight.
Today, C&C is more than a strategic partner for AppFolio — we work as an extension of their team, which enables us to develop and deliver high-quality content while also partnering with them in strategic decision-making and providing ongoing counsel to their in-house marketing team.
Results
- C&C has developed and executed three core business-driving campaigns over the past two years, which have been atomized into dozens of content pieces (including ebooks, webinars, blog posts, social posts and more) to help fuel the customer journey for AppFolio
- C&C developed content with AppFolio’s brand positioning to help reach high-priority audiences
- C&C works with AppFolio to plan and implement an ongoing mix of evergreen content initiatives to power the AppFolio content marketing program
