The challenge
PadSplit had a marketing team and a content manager, but it didn't have time. It was growing across the Southeast and needed optimized content fast, so renters in each new city heard its story right away. It also wanted to build trust and shape how people saw co-living rentals.
The groundwork wasn't there yet. PadSplit had a general idea of its renters but no personas or ICPs. It needed market research, neighborhood data and member success stories.
What I did
I built a keyword-based content strategy that could be geo-targeted city by city as PadSplit expanded. It combined city-specific data, persona targets and SEO with a story-first approach. I also shaped messaging that explained both the benefits and the potential challenges of co-living.
The content calendar went well past publish dates. For every article, it set the cluster key phrase, subtopic key phrases, persona target and the city data to back it up. A linking strategy built on pillar content could be adapted for each new city.
PadSplit's story, and its members' stories, sat at the center of the plan. It's meant to reach renters at the moment they need a place to live.
Results
The work ran in phases. The first built the strategy, and Phase II put it into practice. My team produced six to eight optimized pieces a month, from blogs to case studies and long-form downloadables. We tracked their organic traffic and SERP rankings as they grew.
PadSplit came away with a content foundation it could extend into each new city it entered. That's what the strategy was built for.