Engineers Australia partners with Mahlab on content marketing strategy

Australia’s largest engineering organisation scraps their in-house communications strategy in favour of a content marketing agency

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.

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

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.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in