It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
After almost 40 years of running its communications in-house, Engineers Australia (EA) has put its content marketing strategy into the hands of content agency, Mahlab Media.
Joining the ever-increasing trend of organisations upping the ante and outsourcing their content marketing needs, Mahlab Media is set to develop an integrated content strategy for EA that includes the re-launch of Engineers Australia’s monthly member magazine and significant investment in new digital channels and content.
“At a time of ever-increasing challenge for all professional associations to demonstrate their continuing relevance to members, we have adopted a new set of strategic priorities and a fresh vision for our professional association,” said Engineers Australia CEO, Stephen Durkin.
“With Mahlab Media as our new content partner, we are confident of achieving that vision.”
Mahlab Media won the contract after a competitive pitch process, including a full review of Engineers Australia’s current structure to identify opportunities for growth and efficiency.
The agency claimed the new partnership is set to build the world's largest engineering-focused content marketing program, which will cater for the organisation's 100,000+ members.
“Our ambition for Engineers Australia is to produce outstanding content that delivers on Engineers Australia’s strategic objectives and helps them grow,” said Mahlab Media managing director, Bobbi Mahlab.
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