Australian Human Resources Institute joins brand journalism game

Association partners with Mahlab Media on a cross-platform content marketing program incorporating a central digital information portal and peer-to-peer discussion

The Australian Human Resources Institute (AHRI) has stepped up its content marketing efforts with a new digital portal that it hopes will create stronger ties across the professional community.

The association has partnered with content marketing agency, Mahlab Media, to launch a new Human Resources Media platform incorporating a central content portal, hrmonline.com.au, as well as weekly enewsletters, fortnightly video, social media channels and a revamped monthly print publication.

As part of the agreement, Mahlab will provide daily news updates, practical articles and peer interviews along with commentary from the industry. Another key feature is a peer-to-peer conversation portal that allows users to conduct online conversations using their LinkedIn profile.

According to the company, AHRI’s LinkedIn community exceeds 40,000 professionals.

In a statement, AHRI CEO, Lyn Goodear, said she hoped the site would become the number one destination for HR practitioners online for professional insights.

“We want our members to access relevant and up-to-the-minute content on their smartphones, tablets and computers 24 hours a day,” she said. “We also want it to provide a commercial platform for suppliers to reach our profession.”

Key measurements to gauge the success of the content program will be member retention and membership growth, an AHRI spokesperson said.

"This will be achieved by strengthening the overall perception of the value of AHRI membership, both from within the current membership and by reaching new audiences, through providing useful and intelligent content and showcasing AHRI’s achievements."

Mahlab Media managing director and founder, Bobbi Mahlab, said the two organisations have been working together on the cross-platform strategy since January and been in conversations for a year. She pointed out AHRI was one in a number of brands and organisations to be investing in own digital publishing assets, a trend increasingly being referred to as ‘brand journalism’.

Last month, Suncorp launched a similar digital content hub, Business Insurance Hub, and in April, ANZ launched its own online publication, Blue Notes, manned by its own newsroom and headed by respected journalist, Andrew Cornall.

L’Oreal’s Australian business is also ramping up investment into content marketing with and earlier this year launched a new site, M:Edition, providing beauty and fashion insights and tips from bloggers and brand ambassadors.

And caravan and motorhome components manufacturer, AL-KO, said its decision to launch its digital content portal, Without a Hitch, was about lifting brand awareness in the consumer market by providing more utility-based insights to caravan enthusiasts.

According to the recent Content Marketing Survey of Australia and New Zealand marketers and senior business executives conducted by Castleford, 93 per cent of organisations will either maintain or increase resources allocated to content marketing in the next year.

Read more of our in-depth insights into content marketing here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in