A new list of Australia and the world’s most ‘meaningful’ brands has found fewer than half of consumers see organisations contributing to their well-being and quality of life and that most are failing to resonate because of the quality of their content.
No matter how much you believe in the benefits of content or are committed to creating a content strategy, it can be a struggle to execute a successful content marketing approach. In working with a variety of B2B firms across a range of industries, I’ve discovered six common challenges facing marketing professionals and executives when it comes to content marketing.
Content marketing has shown tremendous growth in recent years, as brands scramble to find ways to engage and retain the attention of increasingly-distracted audiences.
When Mars Chocolate announced it would set the price of a Snickers bars based on the mood of the Internet, it did more than just create a cool integrated online and offline campaign – it set in motion a fundamental rethink of how Mars reaches specific audiences.
Video content is playing an increasingly important role in demand generation as well as customer lifecycle engagement for Cochlear, as the group seeks to improve the lives of the hearing impaired globally.
Over the past year, Mondelez International has been building out a media monetisation strategy that transforms the snacking giant from transactional media spender to content investor, producer and owner.
Since she took on the combined role of chief editorial and marketing officer at Domain in 2014, the core of Melina Cruickshank’s strategy has been informed by four major areas: Data-driven decision making, editorial content, audience-oriented marketing and mobile-first thinking.
Over the past 18 months, Fairfax’s Michael Laxton has worked to realigned business processes to ensure the media owner’s end customer – its audience – is at the centre of all activity programs.
There’s a holistic change going on at Bupa to focus on customers’ health and care needs. “We’ve really seen a shift in our strategy over the last 12 months to position Bupa as a leader in health and care and to be loved by our customers,” marketing director, John Moore, says.
A new approach to media intelligence is not only helping South Pole Group figure out which content matters most to clients and influencers, it’s also informing management decisions and driving sales conversions.
In the past year, there’s been an augmented reality explosion as more brands embrace the technology offerings to boost customer engagement and create a buzz around their products.
Channel Seven viewers are being given the opportunity to watch the 2016 Olympic Games in Rio with a 360-degree view after the broadcaster announced it will offer virtual reality footage digitally.
User-generated content has become vital in a world where brands are increasingly building direct and transparent relationships with customers, according to the digital chief of Mecca.
Understanding more about the customer and connecting the dots from their behaviour across a multitude of platforms, digital and in-store is the Holy Grail for General Pants GM of marketing, Renee Awadalla.
Today’s customers expect brands to deliver more authentic marketing messages that connect and resonate with them, says Kellogg’s Australia marketing director, Tamara Howe.
Peter MacCallum Cancer Centre (Peter Mac) announced it launched a new site in partnership with the Icon Agency in an effort to boost community engagement and enhance the user experience.
Six years is a long time in marketing when you consider the amount of technological, cultural and consumer change we’ve seen.
CMOs that don’t adopt an entrepreneurial mindset and a measured test-and-learn approach could be missing opportunities to not only better engage customers, but to foster new product ideas, according to Curtin University’s CMO, Tyron Hayes.
The Association for Data-driven Marketing and Advertising (ADMA) has taken the wrappers off a new content advisory group aimed at helping brands improve their content marketing smarts.
Trying to ensure your sustainable brand message is heard in a heavily competitive marketplace means finding innovative and creative ways to engage customers. Kellogg’s digital marketing team has recently been on overdrive to succeed.
With content marketing and native advertising hailed as the latest saviour for publishers, Rene L’Estrange-Nickson is puzzled by the number of publishers, brands and agencies that seem to be getting it wrong.