ExpandTalk

ExpandTalk are a strategic digital agency based in Sweden, with offices in Gothenburg and Stockholm. They produce industry-leading content marketing and digital PR campaigns, primarily serving high-profile clients in the tech and education sectors.

I collaborated with ExpandTalk in late 2023 to support the team in delivering a high-profile thought leadership blog series that was to be ghostwritten for the client’s CEO.

In this case, their client operates in the commercial real estate sector, offering a software platform for property managers to optimise the daily operation of their building portfolio. The tools integrate with a building’s management system and core infrastructure to identify opportunities to reduce consumption and lower costs.

The client partners with several major real estate organisations in Sweden and commissioned ExpandTalk to widen its offering to the U.S. and other major European markets.

The client wanted to emphasise the importance of their solutions in tackling ongoing decarbonisation efforts in the real estate sector. UN figures show that the built environment is responsible for 40% of global carbon emissions, which puts the sector under huge pressure from governments and major investors to double down on sustainability efforts.

The blog series has been written in this spirit, and we have collaborated to write insightful content about some of the major challenges and opportunities for the commercial real estate sector. These topics range from technical blogs to drive consideration, such as smart building software to overarching issues in the industry to raise brand awareness, such as sustainability and architecture.

Throughout this series, I have used my digital marketing experience to optimise each blog with ExpandTalk’s SEO goals for the client. We mutually understand that great content about on-trend topics is crucial for a top-of-the-funnel marketing strategy.

Since the start of 2024, the blog series has contributed towards the client’s year-on-year SEO growth, and has supported its expansion by collaborating with public-sector energy agencies across Europe to optimise their building management systems.