AustralianSuper opens its content marketing kimono

We peel back the content marketing kimono and reveal how AustralianSuper developed emotional territories that are optimised across paid, owned and earned channels.

The Mumbrella360 transcript

We live in an attention economy… Yelling has bred apathy and distrust

We needed to demonstrate WHY & HOW we are a Members’ Trustworthy Guide …

Building long-term brand loyalty and trust: strategic priorities

AustralianSuper-aggressive-brand-priorities
AustralianSuper-aggressive-brand-priorities

How to find the nexus of emotional, utility and commercial content

Ubiquity-lab-helped-australiansuper-define-its-strategy-3cs
Ubiquity-lab-helped-australiansuper-define-its-strategy-3cs

Data unlocks intent-led emotional territories

Permission to speak: emotional territories

Ubiquity-lab-helped-australiansuper-build-content-marketing-strategy
Ubiquity-lab-helped-australiansuper-build-content-marketing-strategy

A content-led stand: gender equality isn’t tokenism

Integrated owned storytelling & utility

AustrlianSuper-gender-equality-paid-owned-earned-channels
AustrlianSuper-gender-equality-paid-owned-earned-channels

Why emotional connection matters

Binet-Filed-why-emotional-connection-matters
Binet-Filed-why-emotional-connection-matters

Needs-based content powers performance marketing

Owned sophistication: it’s bloody hard

Ubiquity-lab-how-to-benchmark-content-marketing-maturity
Ubiquity-lab-how-to-benchmark-content-marketing-maturity

Learnings to win at content marketing

Founder of Ubiquity Lab. We help with the marketing trifecta: customer, brand and business outcomes. We’ll give you an unfair advantage. www.ubiquitylab.co

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