Part 1: The heart of your content I went to high school with identical twins, and I was always puzzled when other people couldn’t appear to tell them apart. To me, it was perfectly obvious who was who. You might think it was because I had a massive crush on one of them that lasted […]
The 7 essentials of a killer content marketing strategy Read More »
AUCKLAND, New Zealand: In this age of content marketing, how do you get more mileage from the content you create when you do business in a small country like New Zealand, which has limited channels and small audiences? I recently conducted a survey of Kiwi digital and marketing communications managers, which revealed that creating a
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I am not a fan of pop-ups. Most times I kill them as soon as look at them. Not so much because they’re intrusive, but because they’re usually awful and have a strong commercial message. Admittedly, I’ve had occasion to regret delivering the lethal blow because I actually enjoyed the content – because it was
Best pop up ever or what? Read More »
AUCKLAND, NEW ZEALAND: One of the presenters at a recent New Zealand Content Marketing Conference, Professor Hamish Gow from Massey University, really captured my imagination with his advice to grab a camera and go be an amateur anthropologist if you want to understand your customer… I find the idea that we can study humankind’ to
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Content Marketing, Auckland – NEW ZEALAND: How do you raise awareness and create a market for a completely new, unique product or service that nobody has ‘ever heard of’? I was at a Grow with Hubspot event in Auckland recently when business owner Joanna Clough asked a similar question. Joanna is the New Zealand founder
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AUCKLAND, NEW ZEALAND: In our rush to drive traffic to our websites, promote our brands and build market awareness we often miss the most important fundamental of content marketing, which is ‘the story’… The story, the news angle, the value a piece of content provides the audience, should take precedence over the commercial objectives of
How to make your content relevant Read More »
Content Marketing, New Zealand: A Hubspot seminar in Auckland last week revealed that 2000 word articles, or longer, get the most social media shares. This one fact goes a long way to dispelling the myth that people only read what’s ‘short and sweet’ — relevant content, long form or short form, will always appeal to
Fact: Long articles get the most shares Read More »
AUCKLAND, NEW ZEALAND: Sponsored content, or native ads as some call them (I believe there is a distinction), essentially mimic the style and look of the publication or platform on or in which they appear. The American Press Institute says sponsored content is better defined by what it does, rather than what it looks like:
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Some years ago, BNI New Zealand was faced with something of a dilemma because the international organisation promotes ‘referral networking for business’ as the most effective form of marketing in the world. This automatically disqualifies BNI from undertaking most forms of conventional marketing (like advertising) to its B2B market. BNI’s core ‘service’ is structured business
BNI NZ: Growth from cause motivated content Read More »
Brands that wish to be trusted now and in the future must make the move from value positioning to relevance positioning in the context of a rising social consciousness in which every single person believes that as individuals, they can make a difference. Gone are the days when people shrugged their shoulders and said: “There’s
The rush to relevance in the face of mob conscience Read More »