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 […]
Common content mistakes: your expertise is not the customers problem Read More »
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
Do you need a technical writer or just a damned good editor? Read More »
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
Overview: An approach to content marketing in New Zealand Read More »
Baptist Savings accepts deposits from primarily high value investors and lends the money to church, day-care and community centre developments at low interest rates. The organisation recently turned 50 but, amazingly, was largely an unknown to most people and churchgoers (its primary market), until recently. The typical buying personas for Baptist Savings are: Affluent people
Baptist Savings: $59M in deposits to $80M in 15 months Read More »
We read a lot about engaging customers, cutting through the clutter, getting our message across… the truth is that we only ‘get through’ when the potential client is ready, able and willing to buy. When a person is actively looking for a solution, a product or a service, they will come looking for you. The
Here’s why content marketing is so critical to SEO… In pursuit of ‘cleaning up the web’, Google introduced two major updates to their Algorithm titled ‘Penguin’ and ‘Panda’. Panda was introduced to rate and monitor the ‘quality’ of web page content. Historically, the overuse of keywords within body copy, title tags and meta data was
Customer service training company KiwiHost New Zealand enjoyed prominent brand recognition in the early 1990’s, but at the time of speaking to Iron Road its brand recognition had waned considerably and a number of competitors had emerged. To further complicate things, most people who did recognise the name KiwiHost, also associated the company with the
KiwiHost: Making a forgotten brand relevant again Read More »
If you want a copywriter because you don’t have the time to do the copy yourself, or spell terribly or have a limited vocabulary… get an English teacher – they will probably cost less. Heck, some kids who do Spelling bees have better vocabularies than most copywriters, and they’re bound to be considerably cheaper too…
A copywriters value is defined by how well they sell not spell Read More »
Is there really any corporate value in Facebook? Or is it a double edged sword that’s more likely to wound your reputation than advance your cause? Working with many corporate clients in workshops, strategy facilitations and in helping them to set up their own content marketing programmes, it’s become very clear that company management is
Is your company social media page a whinge magnet? Read More »