2016

In many ways the rise of ‘content marketing’ was a reaction to the decline of advertising, but ‘content marketing’ is now a widely used term that could mean anything – you know we’ve lost the plot when the Old Spice advertising campaign “The Man Your Man Could Smell Like” is referred to as a good […]

AUCKLAND, NEW ZEALAND: Have you ever been to a party, a business networking function or social gathering where you encountered somebody who prattled on about herself ad nauseam. It was horrible, wasn’t it? On the other hand, have you ever encountered somebody who was interested in you and what you had to say? They listened,

AUCKLAND, NEW ZEALAND: “We feel it’s a bit negative. We prefer to put this in a positive light.” This was the response we received from a client when we submitted an article press release to them for approval recently. It’s not an unusual position, it’s perfectly understandable, and it’s wrong. Problems are at the heart

AUCKLAND, NEW ZEALAND: If you want an endless supply of content marketing story ideas, begin by identifying trends before (and when) they happen. To do this, ask yourself, your customers and your staff the following questions: What is the gossip and rumour in our industry at this time? What legislative changes have you heard about,

A major challenge currently confronting content marketing efforts by many brands is how to capture and hold the attention of an audience for the length of time it takes to consume editorial content. We’re living in a fast moving, busy, time pressed age and the level of commitment required to read 500-word articles and blogs,

AUCKLAND, NEW ZEALAND: The philosophies and objectives of advertising are not redundant or dead or declining, but our silo approach to the way we think, package and deliver marketing messages certainly is. Trying to force advertising on consumers — particularly on those who have no interest in the product or service – has to change.