Mr. Moritz*

Bayleys Content Machine (1)

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Hello James & Kit,

We want to show you our new “Content Machine”: A semi-automated editorial framework we’ve developed for our clients. It’s an easy and affordable way to generate new, engaging storytelling experiences from existing content.

Since Bayleys has a ton of great content in the form of market insights and data analysis, we decided to see what kind of useful, educational and engaging content we could create based on a single published Bayleys report. So…

We took this…

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And turned it into this…

(Yep, it’s clickable)

And this…

And this…

Here’s Why.

The Bayleys Residential Investment Report (Q4 2024) is the most recent— and fairly typical — research report on the Bayleys Residential Insights + Data page.

It offers a valuable overview of NZ’s residential investment market highlighting key trends and data-driven insights across different regions in New Zealand.

It also contains a goldmine of untapped content storytelling potential. Specifically, content targeting unique segments of residential investors.

So we decided to feed the report into our new Content Machine and generate a series social content that could be used to…

Target Specific Investor Goals

Surface Report Insights

Generate Fresh Content

Showcase Bayleys Expertise

Maximise Existing Content Value

Increase Engagement

Here’s What We Did

  1. Began with the most recent report from the Bayleys Residential Insights + Data page:

Bayleys Residential Investment Report - Q4 2024

  1. Did a quick segmentation for the Residential Investor audience based on our very top line research and analysis of the report (your input would obviously guide the actual content strategy).
  2. Identified increasingly popular LinkedIn Carousels as an effective platform placement for the demographic and messaging.
  3. Developed themes for 9 unique carousels — each targeting a different segment of the demo.
  4. Designed a very basic Carousel template in the Bayleys brand optimised for LinkedIn engagement.
  5. Created 3 sample carousels (above) along with example intro slides for the full 9 carousel series.

Segmented Audience Examples (Intro Slides)

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Segment 1 “Tax Optimisers”

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Segment 2 “Capital Growers”

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Segment 3 “Income-Firsters”

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Segment 4 “Diversifiers

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Segment 5 “Retirement Builders”

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Segment 6 “Leverage Masters”

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Segment 7 “Low-Maintainers”

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Segment 8 “Market Opportunists”

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Segment 9 “Inflation Fighters”

Our Goal

Showcase the value of our new Content Machine offering with:

  • A simple content strategy for targeting a segmented Bayleys audience with highly relevant messaging.
  • Content generation at scale leveraging the unrealised potential of existing Bayleys media (PDF reports, market update videos, podcast episodes, etc.)
  • A fast, efficient and economical way to use templated automation to create new content optimised for platform and placement.
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    NOTE: The strategy, messaging, platform, design and content type are just examples to help illustrate how it all works.

Bringing it to life.

Intrigued? Let’s chat.

We’d love a chance to show you how simple, easy and affordable this kind of content offering is using our Content Machine editorial framework.

It’s a great, scalable way for Bayleys to kickstart a larger content marking initiative and we’ve a lot of great ideas for bringing it to life for you.

Cheers, Robert 027-807-8854