THE CHALLENGE
The client, a global commercial real estate company, sought to gain insights into the media landscape surrounding sustainability in real estate. Their senior marketing team aimed to analyse what the media and key competitors were publishing on this topic to identify prominent themes and areas of publication focus. The objective was to better understand the content landscape and use these insights to shape their content marketing and thought leadership strategies effectively.
THE SOLUTION
To address the challenge, the client engaged New Narrative to conduct a comprehensive analysis. Leveraging our iN/Ntelligence platform and industry expertise, we examined thousands of content assets to uncover key insights and trends. The findings were distilled into a concise summary of actionable recommendations, enabling the client to refine their marketing strategy and strengthen their thought leadership position.
THE OUTCOME
The research and findings were presented to the senior marketing team, delivering a detailed and insightful analysis of the thematic landscape. The team found the presentation highly engaging and valuable, gaining a deeper understanding of the sustainability topics shaping the industry. Armed with these insights and New Narrative’s strategic recommendations, the client was able to integrate these learnings into their content marketing and thought leadership plans with greater confidence and clarity.
WHAT WE DID
We started with an initial consultation with the client’s marketing and communications teams to understand their objectives and define the scope of the research.
This step was crucial to ensure that our approach aligned with their goals. Once the scope was set, we conducted a preliminary data research and validation exercise to ensure we were working with accurate and reliable information.
To organize the analysis, we divided the research into four key publisher groups: general news and media, financial news outlets (like Bloomberg and FT Advisor), industry-specific publishers (such as CoStar, BISNOW, and Commercial Observer), and key competitors. Our editorial and data teams worked together to analyse each group, identifying trends, geographical focus, and company mentions.
In the second phase, we examined the content in more detail, looking at the specific topics being published and how the focus varied across the different publisher groups. This helped us understand how the conversation around sustainability in real estate was being framed and how it differed depending on the audience.
After gathering these insights, our editorial team, with expertise in the commercial real estate industry, reviewed the findings. They provided recommendations tailored to the client’s thought leadership and communications strategy. These recommendations were designed to help the client align their messaging with market trends and stand out from competitors.
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