By standing for something, conventional media (newspapers, magazines, radio and TV) niche their message and differentiate themselves as an organisation. Time magazine tells the news through people stories. Life magazine used to tell the news using pictures. Almost all of them had some form of a content mission. By standing for something, you will have […]
Want your content marketing to stand out? Stand for something Read More »
Journalists have been creating content that people want to read for a very long time (advertising piggybacks off great content), but there’s no reason why you can’t create quality content. Remember that journalists have to go to experts like you to inform their stories, to begin with. So why not use some of the techniques
Content marketing sells better by putting the customer first Read More »
Where once tertiary education institutions competed with each other for enrolments – for the hard working as well as the talented – marketers in tertiary education are facing fierce disruption, and the enemy is far more subtle than technology. What’s more, the heat isn’t necessarily coming from other types of education such as eLearning or
The erosion of trust in tertiary education and what to do about it Read More »
The lyrics from British new wave band The Buggles, Video Killed the Radio Star… “If I was young it didn’t stop you coming through, Oh a oh…” hints at the portability and accessibility of audio as a medium, which is freely available anywhere, at any time and to any age – driving, cooking, exercising… yet
Will Ads re-discover the art of silent moviemaking? I installed MacOS High-Sierra this week and found myself sucked into one of those inevitable ‘what’s new about…’ tours, rather like a reluctant Gen X tourist stuck on a tiki tour with delightful millennials. What I found was blood on the floor and the promise of more.
Apple MacOS High Sierra turns its guns on auto-play and remarketing Read More »
New Zealand is yet to feel the tremors of dissatisfaction with digital advertising running through London and New York, but they’re coming. It all started when Proctor and Gamble’s Chief Brand Officer Marc Pritchard stood up and demanded greater transparency and accountability from their digital advertising agencies and channel companies like Facebook and Google –
How to turn public relation’s media impressions into flesh-and-blood customers Read More »
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
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
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
How to set up a sales funnel for your content marketing Read More »
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