Hello James & Kit,

We want to show you the AI+Human Editorial Framework we’ve developed for our clients that generates new, engaging storytelling experiences from their 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.

This is quick a proof of concept meant to showcase:

A simple content strategy for targeting a segmented Bayleys audience with highly relevant messaging.
Content generation at scale leveraging the hidden potential of existing Bayleys media (reports, videos, podcasts, etc.)
A fast, efficient and economical way to use templated automation to create new content optimised for platform and placement.

Here’s What We Did

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

Bayleys Residential Investment Report - Q4 2024

Did a quick segmentation for the Residential Investor audience (coming up with 9 categories based on our very top line research and analysis of the report — your input would obviously guide the actual content strategy).
Identified increasingly popular LinkedIn Carousels as an effective platform and placement for the content storytelling
Developed themes for 9 unique Carousels — each targeting a different segment of the demo.
Designed a very basic Carousel template in the Bayleys brand optimised for LinkedIn engagement.
Wrote scripts and generated complete sample Carousels for 3 of the themes (along with sample intro slides for the 6 remaining themes).
Generated a sample hero video showcasing key takeaways from each Carousel theme.

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NOTE: Our goal is to showcase the value of our AI+Human Editorial Framework. The strategy, messaging, platform, design and content type are just examples to help illustrate how it all works.

Content Strategy

What

Unpack the Residential Investment Report with segmented content targeting specific residential investor goals.

Why

New Zealand's residential investment landscape is complex and nuanced.
Different investors approach the market with varying objectives—some chase yield, others prioritise capital growth, while many seek to optimise their tax position.
Rather than delivering a one-size-fits-all message, this segmented storytelling approach is tailored to the diversity of professional in the LinkedIn audience.