How can content marketing help you defeat the Red Queen? ‘Of course it is’ said the Queen…now here you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else you must run at least twice as fast as that!’” — Lewis Carroll, Through […]
Is the Red Queen moving against you? Read More »
A common content marketing mistake – and I have been guilty of this myself, often – is writing about what you do. For example, copywriters are particularly guilty of writing about about how to write better – why on earth? I suppose the common aim is to demonstrate your knowledge and experience, but it’s bad
Common content mistakes: your expertise is not the customers problem Read More »
Organisations that sell and support complex, technical products and services in New Zealand increasingly understand the value of content marketing in the current environment, but often end up stymied by either a lack of technically capable content writers, or with knowing how to develop and implement a technical content marketing programme for their business. Unlike
Do you need a technical writer or just a damned good editor? Read More »
Everybody loves a good story – to hear one, and to tell one – which is why a good story, well told, is engaging, memorable and cuts through clutter like a scalpel. A good story should be viral in nature. In other words, one that people believe is worth repeating – whether it’s at the
How to tell a powerful story Read More »
The nature of a good content marketing strategy is to target buyer personas with good quality content that adds value to them, and helps them make better decisions. By publishing helpful, valuable and relevant content, a company vastly improves search engine rankings, customer engagement and conversion outcomes, as in leads, sales and loyalty. Content that
Overview: An approach to content marketing in New Zealand Read More »
Baptist Savings accepts deposits from primarily high value investors and lends the money to church, day-care and community centre developments at low interest rates. The organisation recently turned 50 but, amazingly, was largely an unknown to most people and churchgoers (its primary market), until recently. The typical buying personas for Baptist Savings are: Affluent people
Baptist Savings: $59M in deposits to $80M in 15 months Read More »
We read a lot about engaging customers, cutting through the clutter, getting our message across… the truth is that we only ‘get through’ when the potential client is ready, able and willing to buy. When a person is actively looking for a solution, a product or a service, they will come looking for you. The
The best time to engage customers Read More »