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:
What is sponsored content? Read More »
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 »
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
The corruption of content marketing Read More »
AUCKLAND, NEW ZEALAND: You’ve heard about content marketing, but very often that’s a ‘long game’ strategy. When you need quicker results, it’s time to launch a ‘content sales’ campaign. Here’s how. XME Ltd is an insurance advisory company (broker) that asked us to come up with a plan to help them grow their engagement and
The anatomy of a content sales programme Read More »
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,
Is your business like the party bore? Read More »
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
The real reason why nobody ever wants the good news first Read More »
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,
How to come up with content story ideas Read More »