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
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
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
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,
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,
Content marketing pain: does your audience have a short attention span? Read More »
Auckland, New Zealand: Content Marketing: Need to boost your sales leads quickly because you’ve been so busy, you’ve neglected you leads pipeline? Here’s a simple online marketing formula that lets you get your business sales programme up and running on the Internet within a day or so. Step 1 Go to Unbounce.com and create a
Need sales fast? Try this simple but quick online prospecting process Read More »
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.
Hiring a journalist does not constitute content marketing Read More »
How can content marketing help you defeat the Red Queen? ‘Of course it is’ said the Queen…now here you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else you must run at least twice as fast as that!’” — Lewis Carroll, Through