The ever-evolving nature of social media can make it an abstruse beast for brands to master in a way that fuels sustainable commercial outcomes. And this challenge is exacerbated if you haven’t benchmarked your social media maturity and developed a blueprint to focus your energy.
In a perfect world, social should be your most cost-effective channel to understand audiences, attract new customers, provide smart customer service, and nurture loyalty.
But too often it just isn’t given the opportunity to be successful. For a lot of brands, social looks good on the surface, but when we dig under the hood, we…
The most common challenge we see brands of all sizes struggling with is how to progress from simply ‘doing’ content to embedding a sophisticated content marketing ecosystem they can scale and monetise — ideally, as quickly as possible.
Larger brands, in particular, are impatient to move from experimentation to sophistication. They aspire to emulate marketing behemoths such as one of our content crushes Santander (more on them below), but often lack a clear blueprint on how to fast-track their maturity.
This is understandable because unless you’ve lived and breathed the experience of building a content operation, plotting the granularity to…
Esteemed US management consultant and author Patrick Lencioni wrote one of the more insightful articles on corporate values almost 20 years ago.
In Make your values mean something, he stated: “Most values statements are bland, toothless, or just plain dishonest. And far from being harmless, as some executives assume, they’re often highly destructive. Empty values statements create cynical and dispirited employees, alienate customers, and undermine managerial credibility.”
He subsequently highlighted how homogeneous values often are, as evidenced by the fact that “55% of all Fortune 100 companies claim integrity is a core value, 49% espouse customer satisfaction, and 40% tout…
AustralianSuper’s resident content marketing superstar Holly Jones and ULab’s Matt Allison teamed up at Mumbrella360 recently to unveil how the fund is leveraging emotion to bring its brand value proposition to life.
In a whirlwind 30 minutes, the pair traversed the ‘attention economy’, how data is content marketing’s cornerstone, the process AustralianSuper undertook to develop emotional territories, and how these insights can be optimised across all paid, owned and earned channels.
“I loved sharing how focused content strategy and execution needs to be a core element of an integrated marketing mix,” Holly says. …
(Note: This article was originally published in April 2020, at the start of COVID-19 in Australia.)
The overwhelming majority of Australian businesses are in — hopefully short-term — freefall thanks to COVID-19, and some marketers are struggling.
And business sentiment is largely mirrored society-wide, albeit on a personal note. Our concern for our health, finances, family and future is palpable.
We’ve raced to the bottom of Maslow’s hierarchy of needs, and our once rampant consumerism has been replaced by a focus on survival.
Yet despite this, or potentially in some perverse way because of it, too many marketers are still…
It feels like content marketing has become the new black in recent years, and almost everyone is a self-professed expert. (And yes, I’m guilty as charged too.)
I love content and content marketing. I think it’s a beautiful mechanism to engage customers, build brand love, and ultimately drive business outcomes.
So it might surprise you to hear that a lot of the time, I tend to agree that content marketing is the latest fad, delivering underwhelming results.
Content as a standalone is better than doing nothing. …