Developing a thought-leadership platform in the industrial property sector

Situation

Chancerygate is a multi-unit industrial developer, investor and asset manager specialising in the UK’s urban logistics and warehousing market.

A proactive press office function was already in operation by Brand8 PR, when the client and agency agreed to create a platform to enable content marketing output across Chancerygate’s owned channels. To showcase the expertise of both the company and its people, Chancerygate required a content publishing platform which would host thought-leadership, comment and opinion, and trend-led articles.

Response

Brand8 PR proposed that Chancerygate launched an owned knowledge, thought and ideas sharing resource which could be accessed via its website.

Called Gateway, the platform provides comment, opinion and ideas about industrial property and asset management and is divided into four core themes – place, ideas, invest and innovate.

We have worked closely with key stakeholders from across the business throughout the entire content lifecycle, from the initial ideation session to the briefing call and drafting of the articles, to create engaging content which is of interest to Chancerygate’s core audiences.

To further enhance the credibility of the platform, we have liaised with third-party contributors which have supported with creating full articles, partaking in Q&As sessions, and providing commentary on market conditions.

Results

Since launching in January 2020, the platform has:

• Achieved more than 8,000 pageviews, with a strong average time on page and bounce rate
• Featured the thoughts, comments and opinions of 13 internal stakeholders, ranging in specialisms to showcase the company’s expertise
• Provided market insights into the key regions in which Chancerygate develop, such as the Midlands, North West and South West
• Collaborated with a range of third parties, including building consultancy Paragon, national law firm Freeths and commercial property consultancy Knight Frank
• Highlights include creating an Industrial property trends for 2021 article with managing director Richard Bains, which achieved more than 600 pageviews with an average time on page of 2 min 30 secs
• Enabled Chancerygate to power up its social media channels with engaging content, outside of any corporate and development-focused news