Colin Kennedy

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.

A common content marketing mistake – and I have been guilty of this myself, often – is writing about what you do. For example, copywriters are particularly guilty of writing about about how to write better – why on earth? I suppose the common aim is to demonstrate your knowledge and experience, but it’s bad

Organisations that sell and support complex, technical products and services in New Zealand increasingly understand the value of content marketing in the current environment, but often end up stymied by either a lack of technically capable content writers, or with knowing how to develop and implement a technical content marketing programme for their business. Unlike

Everybody loves a good story – to hear one, and to tell one – which is why a good story, well told, is engaging, memorable and cuts through clutter like a scalpel. A good story should be viral in nature. In other words, one that people believe is worth repeating – whether it’s at the

The nature of a good content marketing strategy is to target buyer personas with good quality content that adds value to them, and helps them make better decisions. By publishing helpful, valuable and relevant content, a company vastly improves search engine rankings, customer engagement and conversion outcomes, as in leads, sales and loyalty. Content that