AUCKLAND, NEW ZEALAND: A headline in the recent ‘sponsored’ section of a New Zealand daily newspaper read, “Religion in class: The debate goes on” – followed by the teaser, “Values key for NZ’s young but private school group rejects faith-based teaching”. Although we’re talking about a ‘native ad’ – which is not content marketing per […]
Is provocative content worth it? Read More »
AUCKLAND, NEW ZEALAND: A powerful CTA or “Call to Action” – essential to Content Marketing and Inbound – is a button on your website that promotes an offer, and links to a landing page where your visitor enters their contact details in exchange for the value you are offering. The beginning of a relationship Some
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AUCKLAND, NEW ZEALAND: I was in my early teens when one day I was walking down a road in our neighbourhood. A front gate had been left open and out dashed a scruffy black dog. It was headed straight for me. It’s barred fangs, the snarling sounds it was making and the vicious intent in its
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Insurance is not an exciting purchase, but it is an important one. Marketing channels for insurance products are also very expensive. For example, insurance is the most expensive Google keyword in the world. Objective The objective of this campaign was to promote AMP’s business and life insurance products, and in so doing: Raise awareness and
AMP: The tyranny of Google Read More »
AUCKLAND, NEW ZEALAND: I’m on the move, I open my mobile and check my emails. There’s 18 unopened emails waiting for me – and that’s after I cleared the last batch just two hours ago! My heart sinks at the thought of wading through that lot again, when I have so much to do… I
Fight for my inbox: Hardy’s vs Countdown Read More »
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
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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
How an anthropologist can help build your buyer personas Read More »
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
How to market something so new nobody knows they need it Read More »